Improve AdWords & Shopping ROI

Ride the rising mobile wave

Additional ad types to maximize reach

First, Check Your Engine Strategy

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Set Your GPS to Profit Strategy

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LIMITED USE OF GEOGRAPHIC, DEMOGRAPHIC OR LOCATION BASED ADJUSTMENTS IN TOP CAMPAIGNS WITHIN THE ACCOUNT

1 Geographic Settings

TOP 5 REGIONS COST CPA CONV

Wisconsin $388 $21 18

Vermont $745 $22 33

Alaska $1088 $22 48

Minnesota $409 $22 18

North Dakota $351 $23 15

BOTTOM 5 REGIONS

COST CPA CONV

Hawaii

$465

$155

3

New Mexico

$1032

$68

15

Florida

$263

$65

4

Arizona

$480

$53

9

Oklahoma

$381

$42

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1 Geographic Settings

Factor weather into your seasonality.

Watch weather trends and bid accordingly.

Is Your Feed Premium or Unleaded?

Strategy

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VS

2 Feed Quality

Keyword Research Perform research & mine search queries – how do customers find you?

Title & Description Optimize around key, high-traffic keywords.

Recommended Attributes Go above and beyond – help shoppers find your products!

2 Titles

2 Descriptions

It’s worth it to go the extra mile!

Many shoppers filter results with these “optional” attributes.

Google uses these “recommended” values to match to search queries like long-tail keywords.

2 Recommended Attributes

This Exit, Shopping Structure Strategy

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3 Custom Labels

Common uses: • Seasonality • Profits or Margins • Stocked or Drop Shipped • Clearance / Closeout Status

• Best Sellers / Trending • Price • Loss leaders / Promotional

Items

3 Custom Labels

All Products

1st Product Type

2nd Product Type

2nd Product Type

SKU

1st Product Type

2nd Product Type

2nd Product Type

SKU

1st Product Type

2nd Product Type

2nd Product Type

SKU

Brand Brand

3 Break Out Your Structure

3 Avoid All Products

Never let this be your only target.

Don’t forget to monitor very carefully.

Where there’s product overlap, never let your “all products” target have higher bids or priority.

Industry-specific benchmarks for CTR & CPC

Insights into your competitive performance

Estimates on traffic potential

3 Auction Insights

3 Auction Insights

Go Mobile or Go Home Strategy

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4 Google Shopping Click Volume By Device

69%

36%

11% 10%

20%

55%

0%

10%

20%

30%

40%

50%

60%

70%

80%

Q1 2014 Q2 2014 Q3 2014 Q4 2014 Q1 2015 Q2 2015 Q3 2015 Q4 2015

Google Shopping Click Share By Device

Computers Tablets Mobile

Q1 2014 Q2 2014 Q3 2014 Q4 2014 Q1 2015 Q2 2015 Q3 2015 Q4 2015

Google Shopping Click Volume By Device

Computers Tablets Mobile

Source: SearchEngineLand: “Google’s Efforts To Monetize Mobile Pay Off, But Sites See A Hit To Organic Visits”

4 Mobile Shopping

More ads show on mobile devices.

Ad units are larger in second half of 2015.

Larger screen sizes make for easier shopping.

4 The Mobile Experience on Product Pages

OR

4 The Mobile Experience on Product Pages

Device Targeting Strategy

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5 Device Targeting

Use Device Bid Modifiers.

Use Mobile Preferred Ad Copy & Extensions.

Monitor Impact with Cross Device Conversions.

Keep It Local Strategy

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6 Local Inventory Ads

Show individual stock for local stores.

Test additional bid modifiers based on radius.

Use Google My Business for locations.

Promoted Pins Strategy

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7 Promoted Pins

Group themed keywords together for every promoted pin.

Use the same pin with different groupings of keywords.

Monitor performance using multiple conversion points.

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