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2 steps crucial to e-commerce PPC in 2018 by Kirk Williams

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2 steps crucial to e-commerce PPC in 2018 by Kirk Williams

  1. 1. 1 www.dublindesign.com The 2 Steps Crucial to Ecommerce PPC in 2018 HOSTED BY:
  2. 2. They’re important. Shopping Ads
  3. 3. Do these 2 things in 2018 to own your competition. Shopping Ads
  4. 4. Organize Campaigns by Query #1 ü Segment campaigns by this strategy to invest your budget wisely.
  5. 5. SEARCH BIDS SHOPPING BIDS #1. Organize Campaigns by Query
  6. 6. ü Pull Generic, TOFU traffic into High Level Campaign. ü Pull Generic, MOFU traffic into Med-Level Campaign. ü Pull Brand, BOFU traffic into Low-Level Campaign.
  7. 7. toys Toysforkids Besttoy2018 Funthings amazon [Best star wars rebels legos] High Priority Campaign Med/Low Priority Campaign
  8. 8. toys Toysforkids Besttoy2018 Funthings amazon [Best star wars rebels legos] High Priority Campaign Med/Low Priority Campaign
  9. 9. ü Follow my walk-through. (Google: “SEL query level bidding”) Further Reading
  10. 10. Segment campaigns by query grouping in the funnel to allow more control over bidding and budget management. BIG IDEA
  11. 11. Attribute Value Based Upon Query-Funnel Location #2 ü Choose an attribution model based on User position in the funnel & bid accordingly.
  12. 12. BOOO. Bidding to any single model of attribution.
  13. 13. How Shopping Ads Often Look in your Analytics Platform
  14. 14. High Priority TOFU Search Queries ü First Click model ü Top of Funnel terms
  15. 15. Medium Priority MOFU search queries ü Mid Funnel terms ü Time Delay/Position model
  16. 16. ü Low Priority BOFU – SKU Queries ü Bottom Funnel Terms ü Last Click model
  17. 17. ü Low Priority …. Or BOFU as Remarketing! ü Bottom Funnel Terms ü Last Click model ü Also, RLSA!
  18. 18. Identify the campaigns in your funnel, then identify the ideal attribution model and set bids accordingly. BIG IDEA
  19. 19. https://zatomarketing.com

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