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Pavol Adamcak - How do we fully automate Google Shopping campaigns

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Case Study Marketing Festival 2016

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Pavol Adamcak - How do we fully automate Google Shopping campaigns

  1. 1. Pavol Adamčák ui42 with help of Magic Script How do we automate Google shopping
  2. 2. Automation agenda: 1. Set up 2. Management 3. Bidding automation
  3. 3. Back in 2014...
  4. 4. @bloomarty
  5. 5. @bloomarty
  6. 6. > running shoes > asics running shoes > asics gel 1170 running shoes @bloomarty
  7. 7. @bloomarty > running shoes > asics running shoes > asics gel 1170 running shoes
  8. 8. > running shoes > asics running shoes > asics gel 1170 running shoes @bloomarty
  9. 9. > running shoes > asics running shoes > asics gel 1170 running shoes @bloomarty
  10. 10. > running shoes > asics running shoes > asics gel 1170 running shoes @bloomarty
  11. 11. edit > running shoes > asics running shoes > asics gel 1170 running shoes €0,10 €0,30 €0,50 €0,30 €0,50 @bloomarty
  12. 12. Generic Brands Products€0,50€0,50 > running shoes > asics running shoes > asics gel 1170 running shoes €0,10 €0,30 €0,50 €0,30 €0,50 @pavoladamcak
  13. 13. Campaign Bids Generic Brands Products Low €0,50 Very High High @bloomarty @pavoladamcak
  14. 14. Campaign Negative Keywords Bids Generic Brands Products product specific terms brands product specific terms Low €0,50 Very High High @pavoladamcak
  15. 15. Campaign Priority Negative Keywords Bids low medium highRest Brands Products product specific terms brands product specific terms Low €0,50 Very High High @pavoladamcak
  16. 16. Campaign Priority Negative Keywords Bids Budgets low medium highRest Brands Products product specific terms brands product specific terms separate budget shared budget Low €0,50 Very High High @pavoladamcak
  17. 17. Campaign PriorityNegative Keywords Bids Budgets low medium highRest Brands Products product specific terms brands product specific terms separate budget shared budget Low €0,50 Very High High Static @pavoladamcak
  18. 18. Automate: 1. Set up 2. > Managing < 3. Bidding
  19. 19. asics gel 1180 Priority: low Products Campaign 0.75 asics running shoes orange running shoes Priority: med. Brands Campaign 0.50 Negatives: gel 1170 gel 1180 ... Priority: high. Rests Campaign 0.25 Negatives: gel 1170 gel 1180 Asics Nike ... @pavoladamcak
  20. 20. NB ml5749 Priority: low Products Campaign 0.75 NB running shoes Blue running shoes Priority: med. Brands Campaign 0.50 Negatives: gel 1170 gel 1180 ML 5749 Priority: high. Rests Campaign 0.25 Negatives: gel 1180 ML 5749 Asics Nike NewBalance @pavoladamcak
  21. 21. 1660 changes Ran in 10 mins
  22. 22. Campaign PriorityNegative Keywords Bids Budgets low medium highRest Brands Products product specific terms brands product specific terms separate budget shared budget Low €0,50 Very High High Negative keywords scripts Account level script: https://goo.gl/Wnl0wp MCC level script: https://goo.gl/YiGy18 @pavoladamcak
  23. 23. Agenda: 1. Set up 2. Managing 3. > Bidding <
  24. 24. Options: 1. eCPC 2. Target ROAS
  25. 25. Options: 1. eCPC 2. Target ROAS
  26. 26. Options: 1. eCPC 2. Target ROAS “There are not so many e-commerce projects around that have enough data for ROAS bidding to be successful, you are better of with eCPC bidding” #googleunofficial
  27. 27. Options: 1. eCPC 2. Target ROAS “There are not so many e-commerce projects around that have enough data for ROAS bidding to be successful, you are better of with eCPC bidding” #googleunofficial
  28. 28. Options: 3. ???
  29. 29. Options: 3. Build something yourself?
  30. 30. ... bidding on each product in XML feed *with good structure and negatives, that’s as close to actual “search term” bidding as you can get
  31. 31. @pavoladamcak
  32. 32. ... take more than 30 days of conversion data @pavoladamcak
  33. 33. ... share statistics among product groups *even among adgroups @pavoladamcak
  34. 34. Product 1170 Product 1180Sub-brand A1 (Asics Gel) Product 5 Product 6 Product 7 Product 8 Brand A (Asics) adgroup Productgroup Product 1190 Sub-brand A2 (Asics else) Product 1199 @pavoladamcak
  35. 35. Product 1170 Product 1180Sub-brand A1 (Asics Gel) Product 5 Product 6 Product 7 Product 8 Brand A (Asics) adgroup Productgroup Product 1190 Sub-brand A2 (Asics else) Product 1199 @pavoladamcak
  36. 36. Product 1170 Product 1180Sub-brand A1 (Asics Gel) Product 5 Product 6 Product 7 Product 8 Brand A (Asics) Productgroup Product 1190 Sub-brand A2 (Asics else) Product 1199 Structure maintenance scripts Account level: https://goo.gl/fB8ury MCC level: https://goo.gl/9O2508 @pavoladamcak
  37. 37. <script>
  38. 38. <script> <script>
  39. 39. <script> <script> <script>
  40. 40. 2179 changes to bids Over last night only @pavoladamcak
  41. 41. @pavoladamcak

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