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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
...
1,279 KM = MONTANA
1,271 KM = LONDON TO LIEZEN
GLOBAL ECOMMERCE RETAIL
HAS HIT IT’S APEX…
£26 Trillion
http://bit.ly/global-ecom-2019
@PPCKIRK | ZATO #BRIGHTONSEO | SEP ...
…LOL… except not.
Grocery (£557B)
Real-Estate (£177T)
Automobile Sales (£4T)
…Services?! (LOTSA £££)
@PPCKIRK | ZATO #BRIG...
…ALSO, 6.2B
PEOPLE NOT
CURRENTLY
ONLINE
@PPCKIRK | ZATO #BRIGHTONSEO | SEP 2019
WHY SHOPPING ADS?
src: Merkle Q2 2019 Report
@PPCKIRK | ZATO #BRIGHTONSEO | SEP 2019
“How does this
shopping adz stuff
work… Kathy?”
- Vince V
WHERE DO
SHOPPING ADS
APPEAR?
@PPCKIRK | ZATO #BRIGHTONSEO | SEP 2019
DESKTOP
M
O
B
I
L
E
@PPCKIRK | ZATO #BRIGHTONSEO | SEP 2019
IMAGE TAB
SHOPPING TAB
YOUTUBE
LOCAL INVENTORY
ADS
JUST THE BEGINNING… THROUGH
SHOPPING ACTIONS
@PPCKIRK | ZATO #BRIGHTONSEO | SEP 2019
FEED SETUP
@PPCKIRK | ZATO #BRIGHTONSEO | SEP 2019
@PPCKIRK | ZATO #BRIGHTONSEO | SEP 2019
@PPCKIRK | ZATO #BRIGHTONSEO | SEP 2019
Hi, I’m
Feedy.
It looks like you’re
trying to create a
feed.
• Small feed/team?
Use a Google Sheet
• Large feed? Use your
dev team or a Feed
Provider.
@PPCKIRK | ZATO #BRIGHTONSEO | S...
What about those pesky item disapprovals?
@PPCKIRK | ZATO #BRIGHTONSEO | SEP 2019
Google Policy Filter Levels:
Train Them to Leave You Alone.
@PPCKIRK | ZATO #BRIGHTONSEO | SEP 2019
Microsoft Advertising?
Easy GMC Feed Import, FTW
@PPCKIRK | ZATO #BRIGHTONSEO | SEP 2019
“Uhh, we’re too busy to optimize all fields…
… how are you?”
3 Key Fields for Optimization
@PPCKIRK | ZATO #BRIGHTONSEO | SEP 2019
•Title
 Identify the ideal title
formula for your products
Tips & Tricks:
@PPCKIRK | ZATO #BRIGHTONSEO | SEP 2019
+ + + 10
Brand Gender Product Name Size
@PPCKIRK | ZATO #BRIGHTONSEO | SEP 2019
•Product
Type
@PPCKIRK | ZATO #BRIGHTONSEO | SEP 2019
Send Key Product
Attributes Through Product
Type to Give Google
Contextual Signals.
Couches > Netflix Couches > Leather Co...
•Price
@PPCKIRK | ZATO #BRIGHTONSEO | SEP 2019
of US online shoppers rank price
“very/extremely influential” in
purchase decision.
@PPCKIRK | ZATO #BRIGHTONSEO | SEP 2019
MEET
HAROLD.
HAROLD LIKES
TO CLICK ON
YOUR ADS…
EVEN WHEN
YOUR PRICE
STINKS.
TAKE THAT, HAROLD.
@PPCKIRK | ZATO #BRIGHTONSEO | SEP 2019
CAMPAIGN
SETUP
@PPCKIRK | ZATO #BRIGHTONSEO | SEP 2019
@PPCKIRK | ZATO #BRIGHTONSEO | SEP 2019
MAX CPC = £0.50
@PPCKIRK | ZATO #BRIGHTONSEO | SEP 2019
👉 Product Type
👉 Product Brand
👉 Custom Labels
(Pricepoint or
Top Performers)
Wisely
Segment,
You Must
Demand Creation - TOFU Queries - £0.25
Demand Capture - BOFU Queries - £1.00
@PPCKIRK | ZATO #BRIGHTONSEO | SEP 2019
@PPCKIRK | ZATO #BRIGHTONSEO | SEP 2019
TIME CONSUMING
BUILDS?
USE
@PPCKIRK | ZATO #BRIGHTONSEO | SEP 2019
@PPCKIRK | ZATO #BRIGHTONSEO | SEP 2019
DATA
TRANSPARENCY
@PPCKIRK | ZATO #BRIGHTONSEO | SEP 2019
Want Data?
Not on
Google’s pitch.
@PPCKIRK | ZATO #BRIGHTONSEO | SEP 2019
@PPCKIRK | ZATO #BRIGHTONSEO | SEP 2019
MACHINE
LEARNING
VOLATILITY
@PPCKIRK | ZATO #BRIGHTONSEO | SEP 2019
SOLUTION?
Better Together!
@PPCKIRK | ZATO #BRIGHTONSEO | SEP 2019
SMART
Top Products
Clearance Products
LEGACY
Group Wisely
Bid By Query
@PPCKIRK | ZATO #BRIGHTONSEO | SEP 2019
some of our clients
Don't Know Shopping Ads? No Worries, Start Here - BrightonSEO
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Don't Know Shopping Ads? No Worries, Start Here - BrightonSEO  Slide 1 Don't Know Shopping Ads? No Worries, Start Here - BrightonSEO  Slide 2 Don't Know Shopping Ads? No Worries, Start Here - BrightonSEO  Slide 3 Don't Know Shopping Ads? No Worries, Start Here - BrightonSEO  Slide 4 Don't Know Shopping Ads? No Worries, Start Here - BrightonSEO  Slide 5 Don't Know Shopping Ads? No Worries, Start Here - BrightonSEO  Slide 6 Don't Know Shopping Ads? No Worries, Start Here - BrightonSEO  Slide 7 Don't Know Shopping Ads? No Worries, Start Here - BrightonSEO  Slide 8 Don't Know Shopping Ads? No Worries, Start Here - BrightonSEO  Slide 9 Don't Know Shopping Ads? No Worries, Start Here - BrightonSEO  Slide 10 Don't Know Shopping Ads? No Worries, Start Here - BrightonSEO  Slide 11 Don't Know Shopping Ads? No Worries, Start Here - BrightonSEO  Slide 12 Don't Know Shopping Ads? No Worries, Start Here - BrightonSEO  Slide 13 Don't Know Shopping Ads? No Worries, Start Here - BrightonSEO  Slide 14 Don't Know Shopping Ads? No Worries, Start Here - BrightonSEO  Slide 15 Don't Know Shopping Ads? No Worries, Start Here - BrightonSEO  Slide 16 Don't Know Shopping Ads? No Worries, Start Here - BrightonSEO  Slide 17 Don't Know Shopping Ads? No Worries, Start Here - BrightonSEO  Slide 18 Don't Know Shopping Ads? No Worries, Start Here - BrightonSEO  Slide 19 Don't Know Shopping Ads? No Worries, Start Here - BrightonSEO  Slide 20 Don't Know Shopping Ads? No Worries, Start Here - BrightonSEO  Slide 21 Don't Know Shopping Ads? No Worries, Start Here - BrightonSEO  Slide 22 Don't Know Shopping Ads? No Worries, Start Here - BrightonSEO  Slide 23 Don't Know Shopping Ads? No Worries, Start Here - BrightonSEO  Slide 24 Don't Know Shopping Ads? No Worries, Start Here - BrightonSEO  Slide 25 Don't Know Shopping Ads? No Worries, Start Here - BrightonSEO  Slide 26 Don't Know Shopping Ads? No Worries, Start Here - BrightonSEO  Slide 27 Don't Know Shopping Ads? No Worries, Start Here - BrightonSEO  Slide 28 Don't Know Shopping Ads? No Worries, Start Here - BrightonSEO  Slide 29 Don't Know Shopping Ads? No Worries, Start Here - BrightonSEO  Slide 30 Don't Know Shopping Ads? No Worries, Start Here - BrightonSEO  Slide 31 Don't Know Shopping Ads? No Worries, Start Here - BrightonSEO  Slide 32 Don't Know Shopping Ads? No Worries, Start Here - BrightonSEO  Slide 33 Don't Know Shopping Ads? No Worries, Start Here - BrightonSEO  Slide 34 Don't Know Shopping Ads? No Worries, Start Here - BrightonSEO  Slide 35 Don't Know Shopping Ads? No Worries, Start Here - BrightonSEO  Slide 36 Don't Know Shopping Ads? No Worries, Start Here - BrightonSEO  Slide 37 Don't Know Shopping Ads? No Worries, Start Here - BrightonSEO  Slide 38 Don't Know Shopping Ads? No Worries, Start Here - BrightonSEO  Slide 39 Don't Know Shopping Ads? No Worries, Start Here - BrightonSEO  Slide 40 Don't Know Shopping Ads? No Worries, Start Here - BrightonSEO  Slide 41 Don't Know Shopping Ads? No Worries, Start Here - BrightonSEO  Slide 42 Don't Know Shopping Ads? No Worries, Start Here - BrightonSEO  Slide 43 Don't Know Shopping Ads? No Worries, Start Here - BrightonSEO  Slide 44 Don't Know Shopping Ads? No Worries, Start Here - BrightonSEO  Slide 45 Don't Know Shopping Ads? No Worries, Start Here - BrightonSEO  Slide 46 Don't Know Shopping Ads? No Worries, Start Here - BrightonSEO  Slide 47 Don't Know Shopping Ads? No Worries, Start Here - BrightonSEO  Slide 48 Don't Know Shopping Ads? No Worries, Start Here - BrightonSEO  Slide 49
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Don't Know Shopping Ads? No Worries, Start Here - BrightonSEO

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
  • pkbalyan

    Sep. 25, 2019
  • SamphireAmps

    Sep. 13, 2019

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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