The core of what the Google Shopping practitioner will focus on in an automated world is (1) strategy, (2) feed management, and (3) campaign setup and troubleshooting. In this session, we focused on key feed rules and tactics for optimization in Google Merchant Center, as well as took an in-depth look into Smart Shopping and managing it well.

1. Managing Shopping Ads in
an Automated World
(with a Variety of Memes
Along the Way)
Kirk Williams // ZATO
SLIDESHARE.NET/PPCKirk
@PPCKirk

2. BISCUIT COOKIE
@PPCKIRK | ZATO #SEARCHADVERTISINGSHOW | SEP 2019

3. HOLIDAY VACATION
@PPCKIRK | ZATO #SEARCHADVERTISINGSHOW | SEP 2019

4. BRACES SUSPENDERS
@PPCKIRK | ZATO #SEARCHADVERTISINGSHOW | SEP 2019

5. HUMANITY IN GOOGLE SHOPPING
• STRATEGY
• FEED MANAGEMENT
• CAMPAIGN SETUP
@PPCKIRK | ZATO #SEARCHADVERTISINGSHOW | SEP 2019

6. SOLVING 3
COMMON
SCENARIOS
WITH GOOGLE
MERCHANT
CENTER
@PPCKIRK | ZATO #SEARCHADVERTISINGSHOW | SEP 2019

7. “Test our
titles.”
@PPCKIRK | ZATO #SEARCHADVERTISINGSHOW | SEP 2019

8. USE FEED
RULES TO
TEST
TITLES
@PPCKIRK | ZATO #SEARCHADVERTISINGSHOW | SEP 2019

10. DECLARING
A WINNER…
@PPCKIRK | ZATO #SEARCHADVERTISINGSHOW | SEP 2019

11. 1#
MONITOR
TARGET
SEARCH
TERMS
@PPCKIRK | ZATO #SEARCHADVERTISINGSHOW | SEP 2019

12. 2#
MONITOR
CHANGES
 CLICKSHARE
 CTR
 IS
@PPCKIRK | ZATO #SEARCHADVERTISINGSHOW | SEP 2019

13. 3#
MONITOR IS
GROWTH
Impressions
(100K)
_____________
Impression Share
(50% or 0.5)
=
Total Eligible Imp
(200K)
@GilHong
@PPCKIRK | ZATO #SEARCHADVERTISINGSHOW | SEP 2019

14. BUT…
4#
MONITOR
CPC
CHANGES
@PPCKIRK | ZATO #SEARCHADVERTISINGSHOW | SEP 2019

15. “Please remove
“cheap” from our ads.”

16. @PPCKIRK | ZATO #SEARCHADVERTISINGSHOW | SEP 2019

17. @PPCKIRK | ZATO #SEARCHADVERTISINGSHOW | SEP 2019

18. “I’d like our
Top Selling
Products
first on the
Googles.”
@PPCKIRK | ZATO #SEARCHADVERTISINGSHOW | SEP 2019

19. @PPCKIRK | ZATO #SEARCHADVERTISINGSHOW | SEP 2019

20. EXPORT TO
SPREADSHEET
@PPCKIRK | ZATO #SEARCHADVERTISINGSHOW | SEP 2019

21. EDIT COLUMNS
@PPCKIRK | ZATO #SEARCHADVERTISINGSHOW | SEP 2019

22. @PPCKIRK | ZATO #SEARCHADVERTISINGSHOW | SEP 2019
CREATE A
SUPPLEMENTAL
FEED

23. @PPCKIRK | ZATO #SEARCHADVERTISINGSHOW | SEP 2019
CREATE A
SUPPLEMENTAL
FEED

24. USE YOUR
GOOGLE SHEET,
AND…
BOOOOMSKI
@PPCKIRK | ZATO #SEARCHADVERTISINGSHOW | SEP 2019

25. THEN, CREATE
LEGACY OR
SMART
SHOPPING
CAMPAIGNS
FOR TOP
PRODUCTS.

27. @PPCKIRK | ZATO #SEARCHADVERTISINGSHOW | SEP 2019

28. DATA
TRANSPARENCY
CONCERNS
Want Data?
“Not on Google’s pitch.”
@PPCKIRK | ZATO #SEARCHADVERTISINGSHOW | SEP 2019

29. @PPCKIRK | ZATO #SEARCHADVERTISINGSHOW | SEP 2019

30. @PPCKIRK | ZATO #SEARCHADVERTISINGSHOW | SEP 2019

31. MACHINE
LEARNING
VOLATILITY
@PPCKIRK | ZATO #SEARCHADVERTISINGSHOW | SEP 2019

32. AUDIENCE
CONCERNS
@PPCKIRK | ZATO #SEARCHADVERTISINGSHOW | SEP 2019

33. @PPCKIRK | ZATO #SEARCHADVERTISINGSHOW | SEP 2019
Possible Optimizations

34. MANIPULATE ROAS
TARGETS BY 20%
@PPCKIRK | ZATO #SEARCHADVERTISINGSHOW | SEP 2019

35. TARGET & EXCLUDE
LOW PERFORMING
PRODUCT TYPES (AND
NOW ITEM IDS!)
@PPCKIRK | ZATO #SEARCHADVERTISINGSHOW | SEP 2019

36. SET ACCOUNT LEVEL FILTERS
@PPCKIRK | ZATO #SEARCHADVERTISINGSHOW | SEP 2019

37. EXCLUDE
PLACEMENTS/
APPS/VIDEOS
AT THE
ACCOUNT
LEVEL
@PPCKIRK | ZATO #SEARCHADVERTISINGSHOW | SEP 2019

38. bit.ly/smart-shopping-placements
@PPCKIRK | ZATO #SEARCHADVERTISINGSHOW | SEP 2019

39. CREATE A SEPARATE CHANNEL
FOR SMART SHOPPING
@PPCKIRK | ZATO #SEARCHADVERTISINGSHOW | SEP 2019

40. USE KEY
CATEGORIES
✑ Top Products
✑ Most Reviewed
✑ Gateway Products
@PPCKIRK | ZATO #SEARCHADVERTISINGSHOW | SEP 2019

41. SMART
Top Products
Clearance Products
LEGACY
Group Wisely
Bid By Query
@PPCKIRK | ZATO #SEARCHADVERTISINGSHOW | SEP 2019

42. Join our clients!