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Learn Inbound - I Don't Know How to Run Shopping Ads & At This Point I'm Too Afraid to Ask

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Whether you work for a brand, manage PPC at an agency, or are a marketing director or VP, chances are you’ve noticed how important Shopping Ads are for any Ecommerce account (and what’s with all that Smart Shopping talk coming from Google?), but don’t actually know the ins-and-outs of your Shopping program.

In this session, Kirk will start from the ground up as he discusses best practices for feed creation and campaign strategy. Don’t normally spend your time in Ecommerce PPC? Then this is the session you need to stay up on how Shopping Ads work in 2019.

Published in: Marketing
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Learn Inbound - I Don't Know How to Run Shopping Ads & At This Point I'm Too Afraid to Ask

  1. 1. I Don’t Know How to Run Shopping Ads And at this Point I’m Too Afraid to Ask Kirk Williams @ppckirk
  2. 2. 1,279 KM = MONTANA
  3. 3. 1,271 KM = LONDON TO LIEZEN
  4. 4. € 26T EUR http://bit.ly/global-ecom-20
  5. 5. …LOL… except not. Grocery (€ 622B EUR) Real-Estate (€ 193T EUR) Automobile Sales (€ 4T EUR) …Services?! (€ LOTSA EUR)
  6. 6. …ALSO, 6.2B PEOPLE NOT CURRENTLY ONLINE
  7. 7. WHY SHOPPING ADS? src: Merkle Q2 2019 Report
  8. 8. LEARN INBOUND ATTENDEE BREAKDOWN
  9. 9. Ecommerce PPC Practitioners (3.8%) LEARN INBOUND ATTENDEE BREAKDOWN
  10. 10. FOR THE 3.8%… bit.ly/shopping-ads-help
  11. 11. WHERE DO SHOPPING ADS APPEAR?
  12. 12. DESKTOP
  13. 13. RHS
  14. 14. M O B I L E
  15. 15. SHOPPING TAB
  16. 16. IMAGE TAB
  17. 17. YOUTUBE
  18. 18. LOCAL INVENTORY ADS
  19. 19. JUST THE BEGINNING… THROUGH SHOPPING ACTIONS
  20. 20. FEED SETUP
  21. 21. Hi, I’m Feedy. It looks like you’re trying to create a feed.
  22. 22. • Small feed/team? Use a Google • Large feed? Use your dev team or a feed provider.
  23. 23. What about those pesky item disapprovals?
  24. 24. Google Policy Filter Levels: Train Them to Leave You Alone.
  25. 25. Microsoft Advertising? Easy GMC Feed Import, FTW
  26. 26. “Uhh, we’re too busy to optimize all fields… … how are you?”
  27. 27. 3 Key Fields for Optimization
  28. 28. •Title  Identify the ideal title formula for your products Tips & Tricks:
  29. 29. + + + 10 Brand Gender Product Name Size
  30. 30.  Use keyword/search terms research to define new title tests Me talking to SEOer’s About KW Research.
  31. 31. That’s no guess… It’s actual data.
  32. 32. Use Feed Rules to Test Titles
  33. 33. •Product Type
  34. 34. Send Key Product Attributes Through Product Type to Give Google Contextual Signals. Couches > Netflix Couches > Leather Couches > Red
  35. 35. •Price
  36. 36. of US online shoppers rank price “very/extremely influential” in purchase decision.
  37. 37. MEET HAROLD. HAROLD LIKES TO CLICK ON YOUR SHOPPING ADS… EVEN WHEN YOUR PRICE STINKS.
  38. 38. TAKE THAT, HAROLD.
  39. 39. CAMPAIGN SETUP
  40. 40. MAX CPC = €0.50
  41. 41. 👉 Product Type 👉 Product Brand 👉 Custom Labels (Pricepoint or Top Performers) Wisely Segmen t, You Must
  42. 42. Demand Creation - TOFU Queries - €0.25 Demand Capture - BOFU Queries - €1.00
  43. 43. TIME CONSUMING BUILDS? USE
  44. 44. DATA TRANSPARENCY Want Data? “Not on Google’s pitch.”
  45. 45. @PPCKIRK | ZATO #LEARNINBOUND | DUBLIN | AUG 2019
  46. 46. @PPCKIRK | ZATO #LEARNINBOUND | DUBLIN | AUG 2019
  47. 47. MACHINE LEARNING VOLATILITY @PPCKIRK | ZATO #LEARNINBOUND | DUBLIN | AUG 2019
  48. 48. SOLUTION? Better Together!
  49. 49. SMART - Top Products - Clearance Products LEGACY - Group Wisely - Bid By Query
  50. 50. some of our clients

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