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Don't Know Shopping Ads? No Worries, Start Here - BrightonSEO

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If you don't know Shopping Ads, but would like to get a high level overview of how they work to assist you with your job (perhaps as a CMO, VP of Marketing, or just a Lead Gen PPCer who wants to get a little ecommerce knowledge), then this session is for you!

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Don't Know Shopping Ads? No Worries, Start Here - BrightonSEO

  1. 1. I Don’t Know How to Run Shopping Ads And at this Point I’m Too Afraid to Ask Kirk Williams // ZATO SLIDESHARE.NET/PPCKirk @PPCKirk
  2. 2. 1,279 KM = MONTANA
  3. 3. 1,271 KM = LONDON TO LIEZEN
  4. 4. GLOBAL ECOMMERCE RETAIL HAS HIT IT’S APEX… £26 Trillion http://bit.ly/global-ecom-2019 @PPCKIRK | ZATO #BRIGHTONSEO | SEP 2019
  5. 5. …LOL… except not. Grocery (£557B) Real-Estate (£177T) Automobile Sales (£4T) …Services?! (LOTSA £££) @PPCKIRK | ZATO #BRIGHTONSEO | SEP 2019
  6. 6. …ALSO, 6.2B PEOPLE NOT CURRENTLY ONLINE @PPCKIRK | ZATO #BRIGHTONSEO | SEP 2019
  7. 7. WHY SHOPPING ADS? src: Merkle Q2 2019 Report
  8. 8. @PPCKIRK | ZATO #BRIGHTONSEO | SEP 2019
  9. 9. “How does this shopping adz stuff work… Kathy?” - Vince V
  10. 10. WHERE DO SHOPPING ADS APPEAR? @PPCKIRK | ZATO #BRIGHTONSEO | SEP 2019
  11. 11. DESKTOP
  12. 12. M O B I L E @PPCKIRK | ZATO #BRIGHTONSEO | SEP 2019
  13. 13. IMAGE TAB SHOPPING TAB
  14. 14. YOUTUBE LOCAL INVENTORY ADS
  15. 15. JUST THE BEGINNING… THROUGH SHOPPING ACTIONS @PPCKIRK | ZATO #BRIGHTONSEO | SEP 2019
  16. 16. FEED SETUP @PPCKIRK | ZATO #BRIGHTONSEO | SEP 2019
  17. 17. @PPCKIRK | ZATO #BRIGHTONSEO | SEP 2019
  18. 18. @PPCKIRK | ZATO #BRIGHTONSEO | SEP 2019
  19. 19. Hi, I’m Feedy. It looks like you’re trying to create a feed.
  20. 20. • Small feed/team? Use a Google Sheet • Large feed? Use your dev team or a Feed Provider. @PPCKIRK | ZATO #BRIGHTONSEO | SEP 2019
  21. 21. What about those pesky item disapprovals? @PPCKIRK | ZATO #BRIGHTONSEO | SEP 2019
  22. 22. Google Policy Filter Levels: Train Them to Leave You Alone. @PPCKIRK | ZATO #BRIGHTONSEO | SEP 2019
  23. 23. Microsoft Advertising? Easy GMC Feed Import, FTW @PPCKIRK | ZATO #BRIGHTONSEO | SEP 2019
  24. 24. “Uhh, we’re too busy to optimize all fields… … how are you?”
  25. 25. 3 Key Fields for Optimization @PPCKIRK | ZATO #BRIGHTONSEO | SEP 2019
  26. 26. •Title  Identify the ideal title formula for your products Tips & Tricks: @PPCKIRK | ZATO #BRIGHTONSEO | SEP 2019
  27. 27. + + + 10 Brand Gender Product Name Size @PPCKIRK | ZATO #BRIGHTONSEO | SEP 2019
  28. 28. •Product Type @PPCKIRK | ZATO #BRIGHTONSEO | SEP 2019
  29. 29. Send Key Product Attributes Through Product Type to Give Google Contextual Signals. Couches > Netflix Couches > Leather Couches > Red @PPCKIRK | ZATO #BRIGHTONSEO | SEP 2019
  30. 30. •Price @PPCKIRK | ZATO #BRIGHTONSEO | SEP 2019
  31. 31. of US online shoppers rank price “very/extremely influential” in purchase decision. @PPCKIRK | ZATO #BRIGHTONSEO | SEP 2019
  32. 32. MEET HAROLD. HAROLD LIKES TO CLICK ON YOUR ADS… EVEN WHEN YOUR PRICE STINKS.
  33. 33. TAKE THAT, HAROLD. @PPCKIRK | ZATO #BRIGHTONSEO | SEP 2019
  34. 34. CAMPAIGN SETUP @PPCKIRK | ZATO #BRIGHTONSEO | SEP 2019
  35. 35. @PPCKIRK | ZATO #BRIGHTONSEO | SEP 2019
  36. 36. MAX CPC = £0.50 @PPCKIRK | ZATO #BRIGHTONSEO | SEP 2019
  37. 37. 👉 Product Type 👉 Product Brand 👉 Custom Labels (Pricepoint or Top Performers) Wisely Segment, You Must
  38. 38. Demand Creation - TOFU Queries - £0.25 Demand Capture - BOFU Queries - £1.00 @PPCKIRK | ZATO #BRIGHTONSEO | SEP 2019
  39. 39. @PPCKIRK | ZATO #BRIGHTONSEO | SEP 2019
  40. 40. TIME CONSUMING BUILDS? USE @PPCKIRK | ZATO #BRIGHTONSEO | SEP 2019
  41. 41. @PPCKIRK | ZATO #BRIGHTONSEO | SEP 2019
  42. 42. DATA TRANSPARENCY @PPCKIRK | ZATO #BRIGHTONSEO | SEP 2019 Want Data? Not on Google’s pitch.
  43. 43. @PPCKIRK | ZATO #BRIGHTONSEO | SEP 2019
  44. 44. @PPCKIRK | ZATO #BRIGHTONSEO | SEP 2019
  45. 45. MACHINE LEARNING VOLATILITY @PPCKIRK | ZATO #BRIGHTONSEO | SEP 2019
  46. 46. SOLUTION? Better Together! @PPCKIRK | ZATO #BRIGHTONSEO | SEP 2019
  47. 47. SMART Top Products Clearance Products LEGACY Group Wisely Bid By Query @PPCKIRK | ZATO #BRIGHTONSEO | SEP 2019
  48. 48. some of our clients

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