master this in ecommerce ppc before google changes it again next year

Master This 1 Thing in Ecommerce PPC (Before Google Changes It All Again Next Year)

@PPCKirk #SLCDMC

Kirk Williams@PPCKirk

@PPCKirk #SLCDMC

@PPCKirk

(A wall in my office)

Pro-Star-Wars(long live the EU!)

#SLCDMC

@PPCKirk

(My Uber yesterday… yes we just

got Uber this month)

Montana Boy

#SLCDMC

@PPCKirk #SLCDMC

So, Ecommerce PPC, eh?

@PPCKirk #SLCDMC

… my entire screen on a 13” Macbook

@PPCKirk #SLCDMC

Whatever your view of Google…

“Ecommerce text SERPs are dead.”

“…or at least we’re making it that way.”

@PPCKirk #SLCDMC

Key thing to master in Ecom PPC: Shopping

@PPCKirk #SLCDMC

Shopping = 56% Spend Share Over Text Ads

@PPCKirk #SLCDMC

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

@PPCKirk #SLCDMC

As of July 13.

ShowcaseShopping

Ads

This image cannot currently be displayed.

@PPCKirk #SLCDMC

Today’s Objective: To help you step up your Shopping Game.

@PPCKirk

Ø Setup Ø Labels Ø BiddingØ RLSA

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“Houston, we have a problem.”

@PPCKirk

But…

#SLCDMC

There is a big issue with Shopping Ads

SEARCH Bidding =

@PPCKirk #SLCDMC

The major problem in Shopping.

SEARCH Bidding =

SHOPPING Bidding =

@PPCKirk #SLCDMC


MAX$1.50

CPC=

[sword]

@PPCKirk #SLCDMC


MAX$1.50

CPC=

[sword][lightsaber]

@PPCKirk #SLCDMC


MAX$1.50

CPC=

[sword][lightsaber]

[buy custom lightsaber from ultrasaber.com]

@PPCKirk #SLCDMC

“dash it all, Holmes, how does one bid for queries in Shopping?!”

@PPCKirk #SLCDMC

Shopping Ads

IT’S THE SETUP, STUPID

@PPCKirk #SLCDMC

Martin Roettgerding, @bloomarty

http://www.ppc-epiphany.com/2014/12/08/taking-google-shopping-

to-the-next-level/

@PPCKirk #SLCDMC

http://searchengineland.com/step-step-guide-query-level-bidding-google-shopping-228309

@PPCKirk #SLCDMC

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

@PPCKirk #SLCDMC



Shopping – Shoes – BR – US

SKU filter through

@PPCKirk #SLCDMC



Shopping – Shoes – BR – US

SKU filter through

Shopping – Shoes – SKU – US

@PPCKirk #SLCDMC

*brief pause while everyone thinks this*

@PPCKirk #SLCDMC

IdealProduct

Grouping (not best, not worst)

Identify

@PPCKirk

Transition Intelligently, and slooooowly

#SLCDMC

IdealProduct


New Product Grouping

Campaigns

Identify Build

@PPCKirk


#SLCDMC

IdealProduct


New Product Grouping

Campaigns

Product Groups in Legacy Campaign

Identify Build Pause

@PPCKirk


#SLCDMC

“No seriously, you HAVE to try this bottle of

8759048638KPRT780.”@PPCKirk #SLCDMC

Other Campaign Priority Ideas

Non-BrandBrand Converting

Brand Non-Converting

@PPCKirk #SLCDMC


Sale ProductsNon-Brand Terms

Brand Terms

@PPCKirk #SLCDMC


RLSANon-Brand Terms

Brand Terms

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RLSAConverting Terms

Generic Terms

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Custom Labels

HINT, THEY’RE OVERRATED

@PPCKirk #SLCDMC

What is the

obsession?????

@PPCKirk #SLCDMC

3 Reasons I don’t rarely use Custom Labels in Shopping Ads

@PPCKirk

“It’s okay, I used a Custom Label.”

#SLCDMC

A Good Setup Trumps Labels

@PPCKirk

Ø Use the structure you have.

Ø If it doesn’t change your bidding practice, don’t label it.

#SLCDMC

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.”

@PPCKirk #SLCDMC

66%@AndreasReiffenSMX Advanced, 2016

“…of conversions DON’T match the product clicked.”

@PPCKirk #SLCDMC

Labels Create Duplicate Product Issues

Ø Bonus points for giving yourself extra work here.

@PPCKirk #SLCDMC

weekly clearance deals

“Oh my goodness, oh no, there’s a

fire…

…sale.”

legit use for Custom Labels.=

@PPCKirk #SLCDMC

Top 50 Products

legit use for Custom Labels.=

@PPCKirk

It’s starting to get lonely at the top.

#SLCDMC

RLSA for Shopping

DREAMS DO COME TRUE

@PPCKirk #SLCDMC

When 2 Celebrity Ecom PPC Campaign Types Have a Baby

@PPCKirk #SLCDMC

Best Practices blahdy blahdy blah

@PPCKirk #SLCDMC

Don’t listen to Google! Separate out RLSA

@PPCKirk #SLCDMC

YAAARRRR

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3 Reasons to Divide RLSA and Regular Shopping Campaigns.

@PPCKirk #SLCDMC

3 Reasons to Separate RLSA from Shopping

1 Random bid modifiers = monsters

@PPCKirk #SLCDMC


vs

Shopping Client

353% Increase in ROAS588% Increase in CVR

2 Return customers ≠ new customers


@PPCKirk #SLCDMC


2 Return customers ≠ new customers


3 Budget control, FTW

@PPCKirk #SLCDMC

How Should You Construct Your RLSA Shopping Campaigns?

@PPCKirk #SLCDMC

First: Build Your Remarketing Lists

@PPCKirk #SLCDMC

@PPCKirk

Think of Shopping RLSA like DSA, the robots have control.

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Try user behavior lists…

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…or micro-conversion lists.

@PPCKirk #SLCDMC

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…

@PPCKirk #SLCDMC

Copy RLSA lists, select “Make multiple changes”, paste into the new window and select your ad groups.

@PPCKirk #SLCDMC

Utilize 1 Main “Master” Campaign

@PPCKirk

Shopping – RLSA – All Products - US

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Pull Top Brands Into Individual Campaigns

@PPCKirk

Shopping – RLSA – Nike – USShopping - RLSA – Adidas – US

#SLCDMC

Use Optmyzr to auto-magically create 1 Ad Group for each Product in Top Campaigns

@PPCKirk #SLCDMC

@PPCKirk #SLCDMC

@PPCKirk

Beware of Trolls!

Avoid ”Bid Only”

#SLCDMC

@PPCKirk

Beware of Trolls!

Avoid ”Bid Only”

No Audience Exclusions (yet)

#SLCDMC

@PPCKirk

Spotted! The rare and priceless Snorlax.

Customer Match for Shopping Now in Beta

Sign up here: http://bit.ly/shopping-match-beta

#SLCDMC

Bid Smartly, & Efficiently

Everyone needs a little bidding in their lives

@PPCKirk #SLCDMC

Use Saved Filters for smart, fast bidding decisions

@PPCKirk #SLCDMC

Seriously, Saved Filters Will Make You Love Life

@PPCKirk #SLCDMC

@PPCKirk

AttributionColumns +

Custom Columns=

Holistic Bidding Decisions

#SLCDMC

@PPCKirk

Yay for no more head-math.

#SLCDMC

@PPCKirk

Yay for more subtly complex

decisions

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Attribution + Custom Columns = ACTION

@PPCKirk #SLCDMC

To Recap…

@PPCKirk

Ø Setup Shopping for Query Filtering

Ø Organization > Custom Labels

Ø RLSA for ShoppingØ Use Filters &

Columns for smart bidding decisions

#SLCDMC

And don’t forget!

@PPCKirk #SLCDMC

THANK YOU!Questions? Suggestions? Ideas? Insults?

@PPCKirk #SLCDMC

master this in ecommerce ppc before google changes it again next year

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