Master This 1 Thing in Ecommerce PPC (Before Google Changes It All Again Next Year)
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Kirk Williams@PPCKirk
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(A wall in my office)
Pro-Star-Wars(long live the EU!)
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So, Ecommerce PPC, eh?
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… my entire screen on a 13” Macbook
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… my entire screen on a 13” Macbook
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Shopping: the future of Ecom SERPs
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Whatever your view of Google…
“Ecommerce text SERPs are dead.”
“…or at least we’re making it that way.”
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Key thing to master in Ecom PPC: Shopping
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Shopping = 56% Spend Share Over Text Ads
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Google has invested heavily in recent ShoppingChanges
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GTINs Required: May 2016
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“What else can we monetize?” – Google boardroom conversation
ImageSearch
Ads
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Keeping up with the Joneses Amazon.
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Goodbye 3rd Party Feed Management
GMC Feed Rules
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As of July 13.
ShowcaseShopping
Ads
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Today’s Objective: To help you step up your Shopping Game.
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Setup Labels Bidding RLSA
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“Houston, we have a problem.”
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But…
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There is a big issue with Shopping Ads
SEARCH Bidding =
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The major problem in Shopping.
SEARCH Bidding =
SHOPPING Bidding =
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The major problem in Shopping.
MAX$1.50
CPC=
[sword]
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The major problem in Shopping.
MAX$1.50
CPC=
[sword]
[lightsaber]
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#SLCDMC
The major problem in Shopping.
MAX$1.50
CPC=
[sword]
[lightsaber]
[buy custom lightsaber from ultrasaber.com]
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#SLCDMC
“dash it all, Holmes, how does one bid for queries in Shopping?!”
“Quite the conundrum, dear Watson.”@PPCKi
rk#SLCDM
C
Shopping Ads
IT’S THE SETUP, STUPID
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Martin Roettgerding, @bloomarty
http://www.ppc-epiphany.com/
2014/12/08/taking-google-shopping-to-the-
next-level/
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http://searchengineland.com/step-step-guide-query-level-bidding-google-shopping-228309
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Campaign Priority
NegativeKeywords
Shared Budget
ProductBids
4 Essential Aspects
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Filter like your coffee depends on it
Shopping – Shoes – NB – US Brand & SKU filter through
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Filter like your coffee depends on it
Shopping – Shoes – NB – US Brand & SKU filter through
Shopping – Shoes – BR – US
SKU filter through
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#SLCDMC
Filter like your coffee depends on it
Shopping – Shoes – NB – US Brand & SKU filter through
Shopping – Shoes – BR – US
SKU filter through
Shopping – Shoes – SKU – US
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*brief pause while everyone thinks this*
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IdealProduct
Grouping (not best, not worst)
Identify
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Transition Intelligently, and slooooowly
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IdealProduct
Grouping (not best, not worst)
New Product Grouping
Campaigns
Identify Build
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Transition Intelligently, and slooooowly
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IdealProduct
Grouping (not best, not worst)
New Product Grouping
Campaigns
Product Groups in Legacy Campaign
Identify Build Pause
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Transition Intelligently, and slooooowly
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“No seriously, you HAVE to try this bottle of
8759048638KPRT780.”@PPCKi
rk#SLCDM
C
Other Campaign Priority Ideas
Non-BrandBrand Converting
Brand Non-Converting
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Other Campaign Priority Ideas
Sale ProductsNon-Brand Terms
Brand Terms
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Other Campaign Priority Ideas
RLSANon-Brand Terms
Brand Terms
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Other Campaign Priority Ideas
RLSAConverting Terms
Generic Terms
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Custom Labels
HINT, THEY’RE OVERRATED
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What is the
obsession?????
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3 Reasons I don’t rarely use Custom Labels in Shopping Ads
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“It’s okay, I used a Custom Label.”
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A Good Setup Trumps Labels
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Use the structure you have.
If it doesn’t change your bidding practice, don’t label it.
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People don’t buy the product you think they should.
“You will remove these restraints and leave the cell with the door open.
…and you’ll drop your weapon.”
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66%
@AndreasReiffenSMX Advanced, 2016
“…of conversions DON’T match the product clicked.”
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Labels Create Duplicate Product Issues
Bonus points for giving yourself extra work here.
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weekly clearance deals
“Oh my goodness, oh no, there’s a
fire…
…sale.”
legit use for Custom Labels.=
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Top 50 Products
legit use for Custom Labels.=
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It’s starting to get lonely at the top.
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RLSA for Shopping
DREAMS DO COME TRUE
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When 2 Celebrity Ecom PPC Campaign Types Have a Baby
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Best Practices blahdy blahdy blah
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Don’t listen to Google! Separate out RLSA
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YAAARRRR
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4 Reasons to Divide RLSA and Regular Shopping Campaigns.
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4 Reasons to Separate RLSA from Shopping
1 Random bid modifiers = monsters
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4 Reasons to Separate RLSA from Shopping
vs
Shopping Client
353% Increase in ROAS588% Increase in CVR
2 Return customers ≠ new customers
1 Random bid modifiers = monsters
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4 Reasons to Separate RLSA from Shopping
2 Return customers ≠ new customers
1 Random bid modifiers = monsters
3 Budget control, FTW
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4 Reasons to Separate RLSA from Shopping
2 Return customers ≠ new customers
1 Random bid modifiers = monsters
3 Budget control, FTW
4 I already bought that… why do I want another?
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How Should You Construct Your RLSA Shopping Campaigns?
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First: Build Your Remarketing Lists
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Try user behavior lists…
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…or micro-conversion lists.
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@PPCKirk
Think of Shopping RLSA like DSA, the robots have control.
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Setting up your RLSA Shopping Campaigns.
@PPCKirk
OPEN:
Shamwow!#1- Copy Current Shopping Campaign
#2- Paste & Rename
#3- Add RLSA Lists to Ad Groups in bulk…
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Copy RLSA lists, select “Make multiple changes”, paste into the new window and select your ad groups.
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Copy RLSA lists, select “Make multiple changes”, paste into the new window and select your ad groups.
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Utilize 1 Main “Master” Campaign
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Shopping – RLSA – All Products - US
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Pull Top Brands Into Individual Campaigns
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Shopping – RLSA – Nike – USShopping - RLSA – Adidas – US
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Use Optmyzr to auto-magically create 1 Ad Group for each Product in Top Campaigns
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Beware of Trolls!
Avoid ”Bid Only”
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Beware of Trolls!
Avoid ”Bid Only”
No Audience Exclusions (yet)
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@PPCKirk
Spotted! The rare and priceless Snorlax.
Customer Match for Shopping Now in Beta
Sign up here: http://bit.ly/shopping-match-beta
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Bid Smartly, & Efficiently
Everyone needs a little bidding in their lives
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Use Saved Filters for smart, fast bidding decisions
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Seriously, Saved Filters Will Make You Love Life
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AttributionColumns + Custom
Columns=
Holistic Bidding Decisions
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Yay for no more head-math.
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Yay for no more head-math.
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Yay for more subtly complex
decisions
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Yay for more subtly complex
decisions
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Attribution + Custom Columns = ACTION
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To Recap…
@PPCKirk
Setup Shopping for Query Filtering
Organization > Custom Labels
RLSA for Shopping Use Filters &
Columns for smart bidding decisions
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And don’t forget!
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THANK YOU!Questions? Suggestions? Ideas? Insults?
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