Check out this session to see how Google Shopping and Bing Shopping Ads have exploded in popularity, and learn the key strategy for dominating your competition in your SERPs using Shopping Ads.

1. Confluence Conference
Oklahoma City, September 2016

2. Montana Boy
(my Uber on
the way to the
airport… yes,
we just got
Uber in MT
last month)
@PPCKirk #ConfluenceCon

3. Kirk Williams
@PPCKirk
blogger: Search Engine Land,
Moz, PPC Hero, Wordstream
speaker: SMX, Hero Conf, State
of Search, SLC DMC
@PPCKirk #ConfluenceCon

4. My mother-
in-law says I
do PCP.
@PPCKirk #ConfluenceCon

5. My mother-
in-law says I
do PCP.
@PPCKirk #ConfluenceCon

6. @PPCKirk #ConfluenceCon
“I ONLY do SEO for my
Ecom clients…
mmmhhhmmmm”

7. @PPCKirk #ConfluenceCon
“oooof”

8. My entire screen on a 13” Macbook.
@PPCKirk #ConfluenceCon

9. (PS:
Ecom SEO
is far from
dead)
@PPCKirk #ConfluenceCon
https://www.wolfgangdigital.com/uploads/general/eCo
mKPI2016-Public2.pdf

10. @PPCKirk #ConfluenceCon
https://www.wolfgangdigital.com/uploads/general/eComKPI2016-Public2.pdf
(PSS: Although...

11. @PPCKirk #ConfluenceCon
“FINE, I’ll stick to good
ole keyword based text
ads…”

12. @PPCKirk #ConfluenceCon
“oooof”

13. Crealytics: Shopping = 56% Spend Share
@PPCKirk #ConfluenceCon

14. Merkle: Shopping = 46% Click Share
https://www.merkleinc.com/thought-leadership/digital-marketing-report
@PPCKirk #ConfluenceCon
hot snot,
look at that
trend!

15. Shopping Ads. The Future of Ecommerce SERPs.
@PPCKirk #ConfluenceCon

16. Master this to dominate Ecom SERPS.
@PPCKirk #ConfluenceCon

17. “Where’s
all this dad-
blamed
traffic come
from?”
@PPCKirk #ConfluenceCon

18. @PPCKirk #ConfluenceCon
Price
Image
Info

19. @PPCKirk #ConfluenceCon
Words!
Reading!
Work!
Abort,
Abort,
Abort!

20. @PPCKirk #ConfluenceCon
Pictures!
Prices!
Data!
Buy,
Buy,
Buy!

21. @PPCKirk #ConfluenceCon
Andy
Taylor

22. @PPCKirk #ConfluenceCon
Andy
Taylor

23. @PPCKirk #ConfluenceCon
Andy
Taylor
(Him)

24. July 2015
Micro-Moments in Shopping (I.e., Mobile)
@PPCKirk #ConfluenceCon

25. Augustish 2015
BIG retailers showing more PLAs
@PPCKirk #ConfluenceCon

26. September 2015
Youtube Shopping Ads (Search Partners)
@PPCKirk #ConfluenceCon

27. September 2015
Massively Large
Shopping Ads on
Mobile
@PPCKirk #ConfluenceCon

28. (sidenote: just
looky what’s right
below those
Shopping Ads)
@PPCKirk #ConfluenceCon

29. December 2015
Shopping Ads in Image Search
“Heck, what
else can we
monetize?
- Google
Boardroom
Convo
@PPCKirk #ConfluenceCon

30. March 2016 PLA Imp Up 174% YOY
source: Merkle, Inc
@PPCKirk #ConfluenceCon

31. Google has
invested
heavily in
Shopping
Changes
@PPCKirk #ConfluenceCon

32. GTINs Required: May 2016
@PPCKirk #ConfluenceCon

33. Keeping up with the Joneses Amazon.
@PPCKirk #ConfluenceCon

34. @PPCKirk #ConfluenceCon
Goodbye 3rd Party Feed Management
GMC
Feed
Rules

35. As of July 31
Showcase
Shopping
Ads
@PPCKirk #ConfluenceCon

36. As of August 30
Massive
GMC
Overhaul!
@PPCKirk #ConfluenceCon

37. so whatever your view of Google...
“Ecommerce text
SERPs are dead.”
“…or at least we’re
making it that way.”
@PPCKirk #ConfluenceCon

38. Master this in Ecommerce PPC:
Shopping Ads
@PPCKirk #ConfluenceCon

39. “Houston, we have a pwobwem.”
But…
@PPCKirk #ConfluenceCon

40. #1 Issue in Shopping Ads:
SEARCH Bidding
@PPCKirk #ConfluenceCon

41. #1 Issue in Shopping Ads:
@PPCKirk #ConfluenceCon
SEARCH Bidding
SHOPPING Bidding =

42. #1 Issue in Shopping Ads:
@PPCKirk #ConfluenceCon
MAX
$1.50
CPC
=
[sword]

43. #1 Issue in Shopping Ads:
@PPCKirk #ConfluenceCon
MAX
$1.50
CPC
=
[sword]
[lightsaber]

44. #1 Issue in Shopping Ads:
@PPCKirk #ConfluenceCon
MAX
$1.50
CPC
=
[sword]
[lightsaber]
[buy custom
lightsaber from
ultrasaber.com]

45. @PPCKirk #ConfluenceCon
“dash it all,
Holmes, how
does one bid
for queries in
Shopping?!”

46. Martin Roettgerding, @bloomarty
http://www.ppc-
epiphany.com/2014/12/08
/taking-google-shopping-
to-the-next-level/
@PPCKirk #ConfluenceCon

47. @PPCKirk #ConfluenceCon
http://searchengineland.co
m/step-step-guide-query-
level-bidding-google-
shopping-228309

48. @PPCKirk #ConfluenceCon
Campaign
Priority
Negative
Keywords
Shared
Budget
Product
Bids
4 Essential Aspects

49. @PPCKirk #ConfluenceCon
Shopping – Shoes – NB – US
Brand & SKU filter through

50. @PPCKirk #ConfluenceCon
Shopping – Shoes – NB – US
Brand & SKU filter through
Shopping – Shoes – BR – US
SKU filter through

51. @PPCKirk #ConfluenceCon
Shopping – Shoes – NB – US
Brand & SKU filter through
Shopping – Shoes – BR – US
SKU filter through
Shopping – Shoes – SKU – US

52. @PPCKirk #ConfluenceCon
Does it work?
SKU
BRAND
NO
BRAND

53. @PPCKirk #ConfluenceCon
Does it work?
SKU
BRAND
NO
BRAND

54. @PPCKirk #ConfluenceCon
Does it work?
SKU
BRAND
NO
BRAND

55. @PPCKirk #ConfluenceCon
Does it work?
SKU
BRAND
NO
BRAND

56. *brief
pause
while
everyone
thinks
this*
@PPCKirk #ConfluenceCon

57. Ideal
Product
Grouping (not
best, not worst)
Identify
Transition Intelligently, and slooooowly
@PPCKirk #ConfluenceCon

58. Ideal
Product
Grouping (not
best, not worst)
New Product
Grouping
Campaigns
Identify Build
Transition Intelligently, and slooooowly
@PPCKirk #ConfluenceCon

59. Ideal
Product
Grouping (not
best, not worst)
New Product
Grouping
Campaigns
Product Groups
in Legacy
Campaign
Identify Build Pause
Transition Intelligently, and slooooowly
@PPCKirk #ConfluenceCon

60. @PPCKirk #ConfluenceCon
“Seriously, you HAVE to try this bottle of
8759048638KPRT780.”

61. @PPCKirk #ConfluenceCon
other campaign priority ideas…
Non-Brand
Brand Converting
Brand Non-Converting

62. @PPCKirk #ConfluenceCon
other campaign priority ideas…
Sale Products
Non-Brand Terms
Brand Terms

63. @PPCKirk #ConfluenceCon
other campaign priority ideas…
RLSA
Non-Brand Terms
Brand Terms

64. @PPCKirk #ConfluenceCon
other campaign priority ideas…
RLSA
Converting Terms
Generic Terms

65. Sooooo. Even if your Ecommerce SERPs look like
this eventually...
@PPCKirk #ConfluenceCon

66. Now you can wrangle your queries into submission
OR
and dominate your Shopping competition.
@PPCKirk #ConfluenceCon

67. SLIDES/LINKS: zatomarketing.com/confluence