1. Jack Cooper
@shap_digital
Andertons Music Co.
Scaling large e-commerce
catalogues for PPC
http://www.slideshare.net/JackCooper16

2. What am I
talking about?
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3. Optimising the VALUE of your
product catalogue WITHOUT
increasing your budget!
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4. who am i
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5. …a semi-obsessed marketing junkie
who thinks he knows it all…
but doesn’t
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6. WHY SHOULD you
BE INTERESTED?
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7. REVENUE is great…
but PROFIT is better!
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8. Tweet @shap_digital #brightonSEO8
Keep THE BOSS sweet!
(more investment)
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9. Improve VALUE
from your agency
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10. WHO FINDS IT USEFUL?
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11. Users with LARGE product
catalogues (mostly)
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12. Users who EXHAUST
budget FREQUENTLY
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13. Those wanting MORE PROFIT
with the SAME SPEND
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14. IS THERE ACTUALLY
A PROBLEM?
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15. 15,000 products
(and growing fast)
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16. Budget being spent
BEFORE the end of the day
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17. Working on revenue
GROWTH and not PROFIT
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18. THE OBJECTIVE
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19. More CONTROL over the
products we PRIORITISE
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20. THE SOLUTION?
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21. DO NOT increase
your budget (yet)
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22. DO NOT STAND STILL the PPC
is never won, nor a one time fix
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23. Don’t bite the hand that
feeds you - OPTIMISE your
product FEED
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24. DO design a campaign
structure that…
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25. … Suits your business
Think management time!
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26. … Utilises campaign priorities
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27. … Is bulletproof
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28. ACT ON THE INSIGHTS
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29. Use Google ad scripts
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30. Use DATA to audit
your inventory
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31. Target products where you
ARE competitive on PRICE
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32. Bid more for products
with POSITIVE reviews
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33. Prioritise HIGH MARGIN products
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34. Retarget based on
your STRATEGY and OBJECTIVES
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35. RETENTION of key audiences?
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36. ACQUISITION of new customers?
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37. OMNI-CHANNEL?
Try local inventory ads
to reduce wastage
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38. Advertise NEW PRODUCTS
more aggressively - They sell better
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39. Tweet @shap_digital #brightonSEO
STAY HUMAN!
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40. Try new BID STRATEGIES…
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41. TEST… TEST… TEST…
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42. Be aware of the
DISAPPOINTMENT PANDA
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43. Use DATA from other platforms
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44. OUTCOME
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45. Increased REVENUE
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46. Decreased SPEND
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47. Higher average PROFIT MARGIN
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48. Higher AOV
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49. HAPPY STAKEHOLDERS
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50. Failing that…
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51. Try a SMART SHOPPING campaign
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52. SEND ME MORE!
I’ve not covered everything,
but picked some of my most fruitful…
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