shopping google - ppcee
TRANSCRIPT
Bratislava, 28. October 2019
Google SHOPPING
PPCEE
SlopeLift in a nutshell:
aONE-STOP-SHOP
for PERFORMANCE
MARKETING in
DACH & CEE
Florian FischerHead of Paid Performance
Konstantin KasapisCEO & Head of Sales
Richard MaurerHead of SEO
SlopeLift ONE-STOP-SHOP
SEA SEO
RTB
PAID
CREATIVES
ORGANIC
DATA
CONTENT MARKETING
SlopeLift Clients
… and many more!
-
““
Never before were customers so hard to satisfy...
Sundar Pichai
-
““
...but never before, marketeers had so many tools at hand.
Sundar Pichai
Account Management yesterday ...
OPERATIVES MANAGEMENT
REPORTING
DATA
ANALYSE
STRATEGIE
… Account Management today
STRATEGIE
REPORTING
OPERATIONS
DATA
ANALYSE
Pillars of Efficiency
CONSULTING
HANDS ON
AUTOMATION
GOALS
Google Ads Spaces
TextAd (ETAs) SERP SER
VIC
ES
MA
PS
FLIG
HTS
HO
TELS
SHO
PP
ING
SHOPPING
THE BASICS
You’re a shop, Know your goals!
Visibility Conversions
Clicks Cost-Revenue
Revenue
Cos
t
Learn from your customer!
GOOG
SEARCH
GOOGLE ADS
ANALYTICS
TRACKING
Last Click
First Click
Position based
Linear
Advancing model
Data Driven
Know your touchpoints & ATTRIBUTE!
Smart Success with Smart Campaigns
Old School MANUAL BIDDING Hot BUZZ! SMART SHOPPING
Match Type
Device
DSA
RLSA
BROAD Campaign
EXACT Campaign
PHRASE Campaign
MOBILE Product
DESKTOP Product
TABLET Product
10 Days
20 Days
30 Days
DYNAMIC SEARCH
KAMPAGNE
Match Types / Devices / Audiences / DSA
AdGroup
AdGroupAdGroup
AdGroup
AdGroupAdGroup
AdGroup
AdGroupAdGroup
AdGroup
AdGroupAdGroup
AdGroup
AdGroupAdGroup
AdGroup
AdGroupAdGroup
AdGroup
AdGroupAdGroup
AdGroup
AdGroupAdGroup
AdGroup
AdGroupAdGroup
AdGroup
AdGroupAdGroup
Smart Campaigns with Smart Bidding
Different strategies for your Smart Campaigns
Optimize Revenue with flexible budgetstROAS
Optimize Bids with flexible budgetstCPA
Maximize conversions with fixed budgetsConvMax
Optimize Bids partially manualeCPC
Decision time - What bidding strategy?
Do you have Conversion-Tracking?
NO
Add Conversion-Tracking!
YESDo you pass conversion
values in addition to conversions?
Do you have a specific ROAS goal?
Do you have a specific CPA goal?
Use Target ROAS!
Use Maximise Conversion Value!
Use Maximize Conversions!
Use Target CPA!
YES
NO
YES
NO
NO
YES
SHOPPING ADS SINGLE PRODUCT GRAPH IMAGE SEARCH
FEED, FEED, FEED
CASESTUDY RUNNING SHOES
SITUATIONWell formatted feed, good exposure in Google Shopping.
But...
Titles with low search volumine keywords.
No “Money Keywords” in description.
Some columns not filled properly.
Feed Exports - Feed Experts
RAW DATA ENRICH SPECIFICS
IMPORT INTERMEDIATE EXPORTS
CASESTUDY RUNNING SHOES
STEP 3
Anreicherung von Titles & Descriptions
“Salomon Speedcross 4”“Salomon Speedcross 4
Trailrunningschuh - blau”
Titel in der Kontrollgruppe
unverändert
Titel in der Testgruppe
angereichert
CASESTUDY RUNNING SHOES
Salomon Speedcross 4 Trailrunner blue-
Brand Product categoryProduct name Color
“Salomon Speedcross 4 Trailrunner - blue”
CASESTUDY SPORTSCHUHE
52% more visibility in the first year
87%more revenue without higher bids in the first year
Only by brushing up your feed ...
RESULTS
… wait until you start to optimize your campaigns.
COMPARISON SHOPPINGSERVICES
Google & the EU
Google’s “CSS”
20% lower CPCs
centralized management
Complete CEE roll-out imminent (some started already)
Special, dedicated Google Support and contact for Shopping Campaigns
A SLOPELIFT CSS
GET ONLINE, PUSH OFFLINE
… just do or both
Get from OFFLINER to ONLINER
STEP 1
STEP 2
STEP 3
STEP 4
Develop an Online-Presence!
Launch your Online-Shop!
Establish your Online-Shop as alternative!
Treat your Online-Shop as a REAL branch!
Or help the ONLINE customer OFFLINE
Local Inventory Ad
Product SearchPrice ComparisionAvailabilityStore
When do you need what platform
SEARCH
SHOPPING
DISPLAY
MY BUSINESS
STEP 1 STEP 2 STEP 3 STEP 4
Tools,Navietc.
The “enemy” is everywhere
YOUR QUESTIONS
LET’S DISCUSS
Konstantin Kasapis
Mobile +43 699 19 02 29 84Line +43 1 945 29 62
www.SlopeLift.com
Ihr KONTAKT
COPYRIGHT
Alle hier vorgestellten Ideen und Vorschläge sind geistiges Eigentum von SLOPELIFT PM MEDIA GMBH und unterliegen dem Urheberrecht. Jede Vervielfältigung im Ganzen oder in Teilen sowie die Weitergabe an Dritte ist nicht gestattet. Für den Fall, dass es nicht zur Auftragsvergabe an pilot kommt, dürfen die hier vorgestellten Ideen und Vorschläge nicht vom Kunden verwendet werden.