In this comprehensive conference session given in Oklahoma City, Kirk Williams (PPCKirk) of ZATO gives best practices of Bing Ads and Google AdWords Shopping Ads, from getting started to more advanced strategies.

1. Presented by @PPCKirk
Shopping AdsSetup-to-Strategy Tips & Tricks

2. Presented by @PPCKirk
Questions?Ask me at @PPCKirk on Twitter!

3. Presented by @PPCKirk
Product DATA spreadsheet/
feed provider
marketing
magic consumer
Feed automation

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Ya’ll
Right
now

5. Presented by @PPCKirk
Automation….
Killing jobs since the
printing press.

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…And Putting
scribes out of work
since 1430.

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…And Putting
scribes out of work
since 1430.
I feel really good
about job
security.

8. Presented by @PPCKirk
…And Putting
scribes out of work
since 1430.
Uhoh.
Innovate
or die, bro!
We call it “The
printing press”
‘the’ is super
important.
How ’bout just a
printing press?

9. Presented by @PPCKirk
The 4 Aspects of
Shopping Ads

10. Presented by @PPCKirk
1. placements
The 4 Aspects of
Shopping Ads

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2. feeds
The 4 Aspects of
Shopping Ads

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3. setup
The 4 Aspects of
Shopping Ads

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4. optimization
The 4 Aspects of
Shopping Ads

14. Presented by @PPCKirk
The 4 Aspects of
Shopping Ads
1. Placements
2. Feeds
3. setup
4. Optimization

15. Presented by @PPCKirk
1. placements

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Feed-based Products are
beginning to appear all
over.
Normal culprits: Google
Shopping in SERPs (right rail
and top).
1. placements

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1. placements
…as well as in the
Shopping tab.

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Bing Ads (New Shopping
Tab Announced)
1. placements

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Partner sites (Target,
Kohls, etc.)
1. placements

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1. placements
New in AdWords Beta:
GDN Shopping Ads!

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2. feeds

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What you need to get started:
Feed Provider
or Dev Team
Merchant
Center
AdWords /
Bing Ads
2. feeds

23. Presented by @PPCKirk
Feed Creation tools
ü Small feed/team? Just use a Spreadsheet.
2. feeds

24. Presented by @PPCKirk
Feed Creation tools
ü Small feed/team? Just use a Spreadsheet.
ü Big feed? Use your dev team.
2. feeds

25. Presented by @PPCKirk
Feed Creation tools
ü Small feed/team? Just use a Spreadsheet.
ü Big feed? Use your dev team.
ü anyone: Use a good Feed provider.
ü Feedonomics
ü GoDataFeed
ü Many others
2. feeds

26. Presented by @PPCKirk
Product ID
•Title
•Description
•Link
•Image
•Availability
•Price
•Google Product Category
•Brand
•GTIN
•Condition
•Adult
•Shipping
•Tax
Required
field fields
2. feeds

27. Presented by @PPCKirk
Age Group
Item Color
Gender
Material
Pattern
Size
Item Group ID
Additional requirements
For apparel
2. feeds

28. Presented by @PPCKirk
Hot tip #1
With limited time, focus
on these 4 fields.
•Title
•Description
•Price
•Image
2. feeds

29. Presented by @PPCKirk
•Title
•Description
Fields to focus on:
2. feeds

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Tips & Tricks:
2. feeds
ü Word Order Matters in Titles

31. Presented by @PPCKirk
ü Word Order Matters in Titles
ü Use Keyword Planner
Tips & Tricks:
•Title
•Description
Fields to focus on:
2. feeds

32. Presented by @PPCKirk
2. feeds
“it’s actual data”
“that’s no guess”

33. Presented by @PPCKirk
•Price
Fields to focus on:
2. feeds

34. Presented by @PPCKirk
ü The primary comparison
happening in a Comparison
Shopping Engine, is Product
Price.
Tips & Tricks:
•Price
Fields to focus on:
2. feeds

35. Presented by @PPCKirk
people love themselves a deal
•Price
Fields to focus on:
2. feeds

36. Presented by @PPCKirk
ü Should I test images?
Common Question:
•Images
Fields to focus on:
2. feeds

37. Presented by @PPCKirk
ü Should I test images?
Common Question:
•Images
Fields to focus on:
Answer:
ü Uhhh, is the sky blue?
Are cats evil?
Is SEO overrated? (KIDDING KIDDING, SETTLE DOWN NOW, SIMMER)
2. feeds

38. Presented by @PPCKirk
ü Test images that stand out!
Tips & Tricks:
•Images
Fields to focus on:
2. feeds

39. Presented by @PPCKirk
ü Test images that stand out!
Tips & Tricks:
•Images
Fields to focus on:
2. feeds

40. Presented by @PPCKirk
ü Test images that stand out!
Tips & Tricks:
•Images
Fields to focus on:
2. feeds

41. Presented by @PPCKirk
ü Test images that stand out!
Tips & Tricks:
•Images
Fields to focus on:
2. feeds

42. Presented by @PPCKirk
ü Test images that stand out!
ü Test model images and
product only images.
Tips & Tricks:
•Images
Fields to focus on:
2. feeds

43. Presented by @PPCKirk
2. feeds

44. Presented by @PPCKirk
ü Bing Ads’ Purna swears by
image testing
Tips & Tricks:
•Images
Fields to focus on:
Purna Virji
Senior Training Manager at
Microsoft
2. feeds

45. Presented by @PPCKirk
ü Bing Ads’ Purna swears by
image testing
ü Check out her SMX
presentation on it:
https://goo.gl/8gyxz7
Tips & Tricks:
•Images
Fields to focus on:
2. feeds

46. Presented by @PPCKirk
Hot tip #2
use Feed Rules.
2. feeds

47. Presented by @PPCKirk
Hot tip #2
use Feed Rules.
2. feeds

48. Presented by @PPCKirk
2. feeds
ü Change values in feed fields
and test different
combinations to see what
converts highest.
Tips & Tricks:

49. Presented by @PPCKirk
3. Setup

50. Presented by @PPCKirk
What’s the first rule of Setup?
3. Setup

51. Presented by @PPCKirk
Go Beyond
Google/Bing’s
Automation
3. strategy

52. Presented by @PPCKirk
Good organization =
better bidding by
segmentation

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Organization for the sake of organization only leads to evil.

54. Presented by @PPCKirk
Principles of Shopping
Ads Account
Organization
ü Pull out high-level product groupings
into their own campaigns.
3. setup

55. Presented by @PPCKirk
ü Pull out high-level product groupings
into their own campaigns.
ü Product brands
ü categories
3. setup

56. Presented by @PPCKirk
ü Pull out high-level product groupings
into their own campaigns.
ü Product brands
ü categories
3. setup

57. Presented by @PPCKirk
Principles of Shopping
Ads Account
Organization
ü Segment these campaigns by specific
query groupings, to nail profit goals
based on personal intent.
3. setup

58. Presented by @PPCKirk
3. setup
search bids:
Shopping bids:

59. Presented by @PPCKirk
Principles of Shopping
Ads Account
Organization
ü Segment these campaigns by specific
query groupings, to nail profit goals
based on personal intent.
ü This is what I spoke on last year.
ü Confluence Link: https://goo.gl/iQawj2
ü Article link: https://goo.gl/6iTPAJ
3. setup

60. Presented by @PPCKirk
Shopping Ads Ongoing
experiment: Segment
campaigns by device
3. setup

61. Presented by @PPCKirk
Shopping Ads Ongoing
experiment: Segment
campaigns by device
ü 1 client (nearly 100% Shopping
Ads in AdWords ads) thus far.
ü CPA is down 28%
ü CVR is up 41%
3. setup

62. Presented by @PPCKirk
Common Questions About
Account Strategy
What if my account is too big for detailed
strategy implementation?
Question:
3. setup

63. Presented by @PPCKirk
ü “It’s hard” is never a good excuse for not
doing something the right way.
Common Questions About
Account Strategy
What if my account is too big for detailed
strategy implementation?
Question:
Answer:
3. setup

64. Presented by @PPCKirk
ü “It’s hard” is never a good excuse for not
doing something the right way.
What if my account is too big for detailed
strategy implementation?
Question:
Answer:
3. setup
ü Time heals all wounds.
ü Don’t rush.
ü Develop a solid strategy
ü Build it slowly

65. Presented by @PPCKirk
4. Optimization

66. Presented by @PPCKirk
4. Optimization

67. Presented by @PPCKirk
TIP:
Mining SQR’s is as
important as ever,
especially with an
advanced structure.
optimization
https://support.google.com/adwords/answer/2472708?hl=en

68. Presented by @PPCKirk
TIP:
Use Custom Saved
Filters in the AdWords
UI for automated-like
manual bidding
optimization

69. Presented by @PPCKirk
Tip:
Income Level
targeting
optimization

70. Presented by @PPCKirk
TIP:
Always keep
attribution in mind
Last Click
ReportedValue
Actual Value
From Wikimedia Commons, the free media repository

71. Presented by @PPCKirk
And now it’s Time for:
A Tale of Attribution Woe
Last Click
ReportedValue
Actual Value

72. Presented by @PPCKirk
Step 1
Bryant Garvin
Last Click
ReportedValue
Actual Value
@BryantGarvin

73. Presented by @PPCKirk
Step 2
Google Search
(oooh, look,
Shopping Ads)
Last Click
ReportedValue
Actual Value

74. Presented by @PPCKirk
Steps 3 – 26
Social
Last Click
ReportedValue
Actual Value

75. Presented by @PPCKirk
Steps 27 – 41
Dimmer Social
Last Click
ReportedValue
Actual Value

76. Presented by @PPCKirk
Steps 42 – 59
dimmer Social
Last Click
ReportedValue
Actual Value

77. Presented by @PPCKirk
Step 60:
dark social DM to
Purple’s PPCer,
Bryant
Last Click
ReportedValue
Actual Value

78. Presented by @PPCKirk
Last Click
ReportedValue
Actual Value
Step 61-148:
direct traffic
to gaze longingly
and imagine over the
next 3 months

79. Presented by @PPCKirk
Last Click
ReportedValue
Actual Value
Step 149:
conversation with
friend at an August
campout in Montana

80. Presented by @PPCKirk
Last Click
ReportedValue
Actual Value
Step 150:
Direct traffic:
$1300 Sale on mobile the
next morning outside my
freaking tent

81. Presented by @PPCKirk
Last Click
ReportedValue
Actual Value
TRACK THAT FUNNEL,
BRYANT.
MWAHAHAHAHAHAH!!

82. Presented by @PPCKirk
Sooooo:
Always keep
attribution in mind
with Shopping Ads
especially
Last Click
ReportedValue
Actual Value
Last Click
ReportedValue
Actual Value
From Wikimedia Commons, the free media repository

83. Presented by @PPCKirk
The 4 Aspects of
Shopping Ads
1. Placements
2. Feeds
3. setup
4. Optimization

84. Presented by @PPCKirk
optimization
Follow me on Twitter @PPCKirk for
dumb PPC memes & digital
marketing banter!
Thanks for listening!
For today’s slides visit:
Zatomarketing.com/blog/confluence