Drive Profit with Google Shopping Campaigns

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  • Let’s talk about how to make the switch. You have your old PLA campaign and you’re ready to switch to the new Shopping campaign. What do you do? If you follow these steps in order, you should be all set for a smooth transition. There are 8 steps here, so even if you only complete 1 step per week starting today, you’ll be all set just in time for the August deadline.

    1. First, Create your Shopping campaign. No-brainer right? That’s the easy part. And like Nicole said make sure to pause it right away until you finish setting it up.
  • 2. Next, make sure you copy over all your settings. Your budget, bid adjustments, ad scheduling, all of that should be the same.
  • 3. If you have AdWords Labels, make sure to copy those over to the new Custom Label columns. Google allows you to have 5 Custom Label columns, but you can only put 1 value in each column. With the old AdWords Labels column you could have multiple values in one column, but you can’t do that with the Custom Label columns. So if you have multiple AdWords labels, make sure to copy each one into it’s own Custom Label column.

    In this example, you can see our product had 2 AdWords Labels for the old PLA campaign. In the new Shopping Campaign, those 2 labels need to be put into their own Custom Label columns.
  • 4. Now you’re ready to build it out and start creating product groups. I won’t get into too much detail here since Nicole already reviewed how to build these out. But the general rule of thumb is that you should try to maintain the same structure here that you had with your old PLA campaign (unless the old PLA campaign just wasn’t performing well ).

    If in your old PLA campaign you primarily focused on a set of brands, start by building out brand product groups. If you primarily focused on a set of categories, start with product type or Google Product Category. In general, try to keep the same structure as that will help make the transition go a lot smoother, & it’ll help you pinpoint any problem areas just in case something gets overlooked in the transition.

    Also, just 1 quick point of clarification, product groups are built within ad groups. So earlier when Nicole was showing you how to organize products by brand or product type, she was building product groups.
  • 5. Once your product groups are created, it’s time to copy your bids. This can be the most tedious part depending on how detailed your old PLA campaign was. However, you can set bids en masse by clicking the “Edit” dropdown menu above your product group list, so if you have a bunch of product groups that should all have the same bid, you can set all the bids at once.
  • 6. If the feed has processed properly you’ll see all your brands, categories, & labels in the window that appears when you build out new product groups along with the number of products in each brand, category or label. If that product count looks correct, then you’re good to go.
  • 7. Turn it on! Remember to leave your old campaign on for a couple days just in case you made a mistake when building out your new campaign.
  • 8. If everything looks good, THEN you can go ahead & pause your old campaign!
  • Now let’s review some of the new features Google’s rolled out with the new Shopping campaign type as well as some general best practices.
  • We have a quick video playing on this slide showing you how to add the Impression Share metric to your campaign.
    Click Customize Columns
    Find Competitive Metrics
    Add Impression Share, Benchmark CTR, and Benchmark CPC

    In Shopping Campaigns you can’t get Impression Share on an Ad Group level, you have to go into each ad group to get it on a Product Group level.

    The Impression Share metric tells you the percentage of times your product ad is being displayed for relevant searches. So in general you want your best converting products to have a high impression share.

    Product groups with low impression shares aren’t getting very much exposure, so if the ROI is positive then you should be increasing your bids on those product groups to increase your exposure, as long as ROI stays positive.
  • You can run these reports on the Campaign or Ad Group level
    Navigate to the Dimensions Tab
    Click on the View Drop-down menu and select Shopping
    Then Select Item ID
    You can download the report by clicking on the square button with the "down" arrow on it next to the columns drop-down menu

    This is probably the most important slide in my presentation today.

    These reports are great for identifying top performing SKUs that you want to bid up on, or poor performing SKUs to bid down on. This is definitely the section our Analysts use most when optimizing campaigns because in order to manage a product advertising campaign effectively, you need to know how individual products are performing.

    If you remember nothing else from this presentation, please remember how to generate these reports & start using them as soon as possible to implement product-specific bid strategies.
  • We’ve seen huge increases in mobile traffic across verticals so far this year, but conversion rates on mobile traffic are notoriously low, even if you have a mobile optimized site.

    Having a mobile optimized site can dramatically improve your conversion rates here so I encourage you all to invest in one if you haven’t already, and with so much mobile traffic coming in these days you’re bound to get some sales from it.

    But again, conversion rates & ROI do tend to be lower than what we see on Desktops or Tablets. So bid accordingly. I recommend starting with a negative bid of 25% - 50%, and you can always adjust from there depending on performance.

    I’ve got a quick video showing you how to set a mobile bid on the next slide.
  • Here’s how you set that bid

    Navigate to the settings tab in your Shopping campaign
    Select the Devices tab
    Click on the Bid adjustment next to Mobile devices and you can either increase or decrease your bid here
    Typically we recommend starting off with a negative bid of 25% - 50% to start out, depending on your budget & goals

    Once you have 30 days of conversion data, then you can start to adjust your bid based on performance - start with 5 to 10% changes to avoid large swings in performance.
  • You can also set bids according to the geographic location of the customer and I’ll walk you through how to set those bids in the next slide. Inevitably you’re going to see some states perform better than others, so this can be useful just from an ROI perspective.

    However, this can also be useful for retailers with brick & mortar stores. Consider increasing your PLA bids in the cities/areas your stores are located in to help build your brand presence in that area & potentially drive customers into the stores.

    You could also use this section to exclude areas you don’t ship to. For example, if you can only ship to the contiguous 48 states, then you probably shouldn’t be buying traffic in Alaska or Hawaii.
  • To start setting geographic bid modifiers, select the Settings tab in your campaign. Then click the locations tab. If you scroll down, you’ll see a bright red button that says “+ Locations” on it. Once you click that you’ll get the option to start adding the states, cities, or areas you want to bid on.
  • Just as consumer habits vary by device and location, behavior also varies based on time of the day. Not all shopping hours (days, months, etc.) are created equally, and you don’t want to waste spend on times which don’t convert.

    Typically we see buying patterns follow a bell curve throughout the day, with orders starting to pick in the mid-morning hours, peaking around the early afternoon, and falling off again later in the evening. You’ll want to monitor those patterns for your own store, but you should be bidding down during your poorer converting times of the day & bidding up during your higher converting times.

    You want at least 60-90 days of data before making large scale adjustments.
  • To set up an Ad Schedule, you can go back to your Settings tab and select the Ad Schedule tab. Then scroll down and you’ll see a red button that says “+ Ad Schedule”

    Once you click that button you’ll have the option of setting different bids for different times of the day.
  • I’ll finish up by quickly touching on a customer-facing optimization you make.

    Google Merchant Promotions are a great way to get more visibility for your ads, and best of all, they’re free. Mary is going to be tweeting out the link to sign up for Merchant Promotions if you haven’t already, the program is open to anyone.

    Once you create a Merchant Promotion, any products you select as eligible for that promotion will get a cool new Special Offer link under the ad advertising your promotion. As you can see it can definitely help add some visibility to your ads.

    Unfortunately that giant blue arrow is not part of the program, we added that, so sorry if I got your hopes up 
  • You can use that link we tweeted out to apply for the program, and once you do you’ll need to create a special datafeed just for your Promotions. Don’t worry though, you only need one row per promotion so you could even create it manually if you want, it shouldn’t take much time.

    One requirement is that a Merchant Promotion has to add value for the customer that they wouldn’t get just by visiting the site. You can’t use this to advertise a sale price that a customer would get just by going direct to your site. This would be for a special coupon code that customer could use to get an additional discount. That’s just one example, but you have to offer an additional value beyond what the average customer would get.
  • I’ll leave you guys with a reminder that your deadline to switch over is only a couple months away, but I would encourage you to make the switch as soon as possible. I know just the act of switching to a new campaign type can be daunting, but there are quite a few new features available with the new Shopping campaign type that weren’t offered in the old PLA campaign type that can really give you a lot more insight & control of your inventory.

    And the sooner you make the switch, the sooner you can start taking advantage of those new features.
  • Drive Profit with Google Shopping Campaigns

    1. 1. Drive Profit With Google Shopping Campaigns Proven Methods from Google & CPC Strategy #cpcwebinar
    2. 2. Webinar Housekeeping Webinar Recording & Questions  Stay tuned for webinar recording email (next week)  Q&A following the presentation  Chat box to the right  Tweet #cpcwebinar Mary Weinstein Director of Content @MerryWhy #cpcwebinar www.CPCStrategy.com | (619) 677-2453 | contact@cpcstrategy.com Speakers Nicole Premo Google Partner Education Manager Jeff Coleman Director of Retail Search
    3. 3. About CPC Strategy We Drive Conversions by Matching Retail Inventory with Consumer Intent. Services Include  Retail-focused Paid Search (PPC)  Product Listing Ads Management  Dynamic Remarketing  Product Feed Management  Founded in 2007  More than $35 million a year in managed ad spend  Over +250 active clients  Top 50 fastest growing companies in San Diego  Google Shopping Partner Visit CPCStrategy.com/packages #cpcwebinar www.CPCStrategy.com | (619) 677-2453 | contact@cpcstrategy.com
    4. 4. Nicole Premo Google Partner Education Manager https://plus.google.com/+NicolePremo/  Joined Google in 2011  Partner Education Manager for 15+ products in the Shopping and Emerging Ads vertical Google Speaker #cpcwebinar www.CPCStrategy.com | (619) 677-2453 | contact@cpcstrategy.com
    5. 5. Jeff Coleman Director of Retail Search @CPC_Jeff CPC Speaker  7+ years of CPC program expertise  Manages over $50,000 monthly ad spend  Google Analytics certified  Google AdWords certified  Runs our Google Shopping & CSE training program  New Dad #cpcwebinar www.CPCStrategy.com | (619) 677-2453 | contact@cpcstrategy.com Manages Over $50,000 in Ad Spend
    6. 6. What We’ll Cover  How Product Listing Ads Improve ROI  How To Upgrade Your Campaign To The New Format  Increase Profit With Shopping Campaigns Features  Unlock Advanced Google Best Practices  Live Q&A #cpcwebinar www.CPCStrategy.com | (619) 677-2453 | contact@cpcstrategy.com
    7. 7.  Shopping Campaigns Performance  Smoothly Upgrade To Shopping Campaigns  How to Unlock Google Shopping Campaigns New Features  Increase ROI On Google Using Advanced PLA Best Practices Google Shopping Campaigns #cpcwebinar www.CPCStrategy.com | (619) 677-2453 | contact@cpcstrategy.com
    8. 8. Google Shopping Is Now PaidShopping Campaigns Performance ROAS: +25% Return on Ad Spend (ROAS) increased by 25% for advertisers on Google Shopping Campaigns Orders: +4.20% Google Shopping Campaigns on average increased advertiser campaign orders by 4.20%. More Orders. More Revenue. Less Spend. Ad Spend: -29.67% Google Shopping Campaigns on average decreased advertiser campaign ad spend by 29.67%. #cpcwebinar www.CPCStrategy.com | (619) 677-2453 | contact@cpcstrategy.com
    9. 9. Google Shopping Is Now Paid Overall Performance Has Improved  Easy campaign build out Data Collection  Overall more data within the new Shopping Campaign format Reporting  Product level reports are useful for modifying exposure  Competitive metrics  Historical indexing of product attribute performance (ID, category, brand, etc.) makes for faster build outs and identification of good performers. Why Shopping Campaigns #cpcwebinar www.CPCStrategy.com | (619) 677-2453 | contact@cpcstrategy.com Google Shopping increased campaign Revenue by +33.78% (avg)
    10. 10. Upgrade Without Losing Profit  Create Your New Campaign & Pause It Immediately Google Shopping Is Now PaidSmoothly Upgrade to Shopping Campaigns #cpcwebinar www.CPCStrategy.com | (619) 677-2453 | contact@cpcstrategy.com
    11. 11. Upgrade Without Losing Profit  Create Your New Campaign & Pause It Immediately  Copy over your settings – Budget, Mobile Bid Adjustment, Ad Schedules, etc. Google Shopping Is Now PaidSmoothly Upgrade to Shopping Campaigns #cpcwebinar www.CPCStrategy.com | (619) 677-2453 | contact@cpcstrategy.com
    12. 12. Upgrade Without Losing Profit  Create Your New Campaign & Pause It Immediately  Copy over your settings – Budget, Mobile Bid Adjustment, Ad Schedules, etc.  Copy your AdWords_Labels over to Custom Label columns Google Shopping Is Now PaidSmoothly Upgrade to Shopping Campaigns #cpcwebinar www.CPCStrategy.com | (619) 677-2453 | contact@cpcstrategy.com Be sure to change AdWords labels to custom labels when transitioning to Shopping Campaigns
    13. 13. Upgrade Without Losing Profit  Create Your New Campaign & Pause It Immediately  Copy over your settings – Budget, Mobile Bid Adjustment, Ad Schedules, etc.  Copy your AdWords_Labels over to Custom Label columns  Build out your campaign Google Shopping Is Now PaidSmoothly Upgrade to Shopping Campaigns #cpcwebinar www.CPCStrategy.com | (619) 677-2453 | contact@cpcstrategy.com
    14. 14. Upgrade Without Losing Profit  Create Your New Campaign & Pause It Immediately  Copy over your settings – Budget, Mobile Bid Adjustment, Ad Schedules, etc.  Copy your AdWords_Labels over to Custom Label columns  Build out your campaign  Copy your bids over Google Shopping Is Now PaidSmoothly Upgrade to Shopping Campaigns #cpcwebinar www.CPCStrategy.com | (619) 677-2453 | contact@cpcstrategy.com
    15. 15. Upgrade Without Losing Profit  Create Your New Campaign & Pause It Immediately  Copy over your settings – Budget, Mobile Bid Adjustment, Ad Schedules, etc.  Copy your AdWords_Labels over to Custom Label columns  Build out your campaign  Copy your bids over  Ensure Processing – Monitor Product Count Google Shopping Is Now PaidSmoothly Upgrade to Shopping Campaigns #cpcwebinar www.CPCStrategy.com | (619) 677-2453 | contact@cpcstrategy.com
    16. 16. Upgrade Without Losing Profit  Create Your New Campaign & Pause It Immediately  Copy over your settings – Budget, Mobile Bid Adjustment, Ad Schedules, etc.  Copy your AdWords_Labels over to Custom Label columns  Build out your campaign  Copy your bids over  Ensure Processing – Monitor Product Count  Turn It On! Google Shopping Is Now PaidSmoothly Upgrade to Shopping Campaigns #cpcwebinar www.CPCStrategy.com | (619) 677-2453 | contact@cpcstrategy.com
    17. 17. Upgrade Without Losing Profit  Create Your New Campaign & Pause It Immediately  Copy over your settings – Budget, Mobile Bid Adjustment, Ad Schedules, etc.  Copy your AdWords_Labels over to Custom Label columns  Build out your campaign  Copy your bids over  Ensure Processing – Monitor Product Count  Turn It On!  Pause Your Old PLA Campaign Google Shopping Is Now PaidSmoothly Upgrade to Shopping Campaigns #cpcwebinar www.CPCStrategy.com | (619) 677-2453 | contact@cpcstrategy.com
    18. 18.  Shopping Campaigns Performance  Smoothly Upgrade To Shopping Campaigns  How to Unlock Google Shopping Campaigns New Features  Increase ROI On Google Using Advanced PLA Best Practices Google Shopping Campaigns #cpcwebinar www.CPCStrategy.com | (619) 677-2453 | contact@cpcstrategy.com
    19. 19. Google Shopping Is Now Paid Impression Share (How Often You’re Showing Up For Relevant Searches) You want your best converting products to have high impression share. Shopping Campaigns New Features #cpcwebinar www.CPCStrategy.com | (619) 677-2453 | contact@cpcstrategy.com
    20. 20. Google Shopping Is Now Paid Bid Simulator (Great For Managing Exposure For Your Products)  Increase bids to find the sweet spot between traffic and ROI  Consult this tool when making bid changes #cpcwebinar www.CPCStrategy.com | (619) 677-2453 | contact@cpcstrategy.com Shopping Campaigns New Features
    21. 21. Google Shopping Is Now Paid SKU Level Reporting  You can find data all the way down to the SKU level  Use these reports to identify Top Sellers or Poor Performers  Identify different brands or product types to construct product groups for  All reports from Dimensions Tab are downloadable #cpcwebinar www.CPCStrategy.com | (619) 677-2453 | contact@cpcstrategy.com Shopping Campaigns New Features
    22. 22. Google Shopping Is Now Paid Mobile Bid Modifiers  Mobile is the fastest growing segment of ecommerce  Conversion rate on mobile traffic remains low  If you don't have a mobile optimized site start with a bid of -25% to -50% on Mobile traffic. Google Shopping Best Practices 33% of Google search clicks come from mobile #cpcwebinar www.CPCStrategy.com | (619) 677-2453 | contact@cpcstrategy.com
    23. 23. Google Shopping Is Now Paid Mobile Bid Modifiers Analyze your ad performance using the Dimensions tab in AdWords: #cpcwebinar www.CPCStrategy.com | (619) 677-2453 | contact@cpcstrategy.com Google Shopping Best Practices
    24. 24. Google Shopping Is Now Paid Geo-Targeting Start tracking Geographic performance as soon as you make the switch to the new Campaign - the State level is a perfect place to start Decide which regions to target based on your site, audience, and performance goals.  Consider segmenting for online and B&M locations.  Start with State-level bids  Adjust geo bids every 30 days based on performance #cpcwebinar www.CPCStrategy.com | (619) 677-2453 | contact@cpcstrategy.com Google Shopping Best Practices
    25. 25. Google Shopping Is Now Paid Geo-Targeting #cpcwebinar www.CPCStrategy.com | (619) 677-2453 | contact@cpcstrategy.com Google Shopping Best Practices
    26. 26. Google Shopping Is Now Paid What Time Do Your Visitors Shop The Most And Convert Highest? Create an Ad Schedule as soon as you make the switch. Break it out into six, 4-hour blocks:  i.e. Midnight - 4 AM, 4 AM - 8 AM, 8 AM - Noon, etc.  Consider running ads during peak times on off-days to measure and test performance  Modify spend and budget based on high converting days and times Remember to look at performance for individual campaigns, ads, and your campaign as a whole. #cpcwebinar www.CPCStrategy.com | (619) 677-2453 | contact@cpcstrategy.com Google Shopping Best Practices
    27. 27. Google Shopping Is Now Paid Ad Scheduling #cpcwebinar www.CPCStrategy.com | (619) 677-2453 | contact@cpcstrategy.com Google Shopping Best Practices
    28. 28. Google Shopping Is Now Paid Highlight Google Merchant Promotions Shoppers can now filter the comparison page by Special Offers: Shows merchants running Special Offers first, then all other normal listings.  Easy way to boost your visibility on Google with relatively little work. #cpcwebinar www.CPCStrategy.com | (619) 677-2453 | contact@cpcstrategy.com Google Shopping Best Practices
    29. 29. Google Shopping Is Now Paid Google Merchant Promotions  Apply to get whitelisted for the program.  Create a Promotions-specific data feed Track Your Performance Within Google Adwords:  Track the Coupon code through the click-type “Product Listing Ad – Coupon”.  Compare overall results before and after the promotion. Don’t just analyze the number of coupon clicks.  Use a unique coupon code specific to Special Offers. This gives the merchant an advantage to track coupons. #cpcwebinar www.CPCStrategy.com | (619) 677-2453 | contact@cpcstrategy.com There are over 1.2 million sites advertising on Google Google Shopping Best Practices
    30. 30. CPCStrategy.com/Resources-Retail-Search Shoot Us An Email contact@cpcstrategy.com @CPCStrategy Questions? Comments? Check Out Our Extensive Library Of Resources On Retail Search #cpcwebinar www.CPCStrategy.com | (619) 677-2453 | contact@cpcstrategy.com
    31. 31. What are Shopping campaigns? Shopping campaigns Upgrade basics
    32. 32. Promote your products to interested Shoppers Google Shopping
    33. 33. Retailers are finding success Current experience
    34. 34. Retailers are finding success Desire for operational improvements Better insights for optimization Current experience
    35. 35. Retailers organize, plan and price their inventory
    36. 36. What if you could manage your campaign like a store?
    37. 37. Retail-centric campaign management • Browse your products in AdWords • Merchandise your products into product groups • Promote your sales with campaign priorities Shopping campaigns benefits
    38. 38. Retail-centric campaign management • Browse your products in AdWords • Merchandise your products into product groups • Promote your sales with campaign priorities Advanced reporting • View performance data by product attribute • Analyze item-level performance regardless of structure Shopping campaigns benefits
    39. 39. Retail-centric campaign management • Browse your products in AdWords • Merchandise your products into product groups • Promote your sales with campaign priorities Advanced reporting • View performance data by product attribute • Analyze item-level performance regardless of structure Competitive landscape data • Track against your competitors with benchmark CTR and max. CPC • Get insights into your competitive landscape with impression share • Estimate your impression and click opportunity with Bid Simulator Shopping campaigns benefits
    40. 40. In late August 2014, all PLA campaigns will be upgraded to a Shopping campaign
    41. 41. What are Shopping campaigns? Shopping campaigns Upgrade basics
    42. 42. 1 2 3 Create a Shopping campaign Pause your regular PLA campaign Customize your Shopping campaign How to upgrade your Shopping campaign
    43. 43. Crete a “Shopping” campaign in AdWords Follow basic steps to set up a campaign
    44. 44. Switch to your new Shopping campaign To avoid duplication, pause your regular Product Listing Ads campaign
    45. 45. Subdivide your inventory Break out your product groups and set different bids for different products
    46. 46. When Shopping campaign is created, automatically starts with “All products” group Example: how to subdivide your products
    47. 47. Subdivide “All products” group into more specific sub-categories Example: how to subdivide your products
    48. 48. Example: how to subdivide your products Use the drop-down menu to choose which attribute you’ll use to start subdividing
    49. 49. Choose 1 or more options from left menu that you want to break out and bid on Example: how to subdivide your products
    50. 50. Your selections will turn into first-level subdivisions, or “product groups” Example: how to subdivide your products
    51. 51. If you’d like to drill down further, you can repeat the process Example: how to subdivide your products
    52. 52. Once you subdivide, you can easily assign bids to or exclude product groups Example: how to subdivide your products
    53. 53. CPCStrategy.com/Resources-Retail-Search Shoot Us An Email contact@cpcstrategy.com @CPCStrategy Questions? Comments? Check Out Our Extensive Library Of Resources On Retail Search #cpcwebinar www.CPCStrategy.com | (619) 677-2453 | contact@cpcstrategy.com

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