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First Class Google Shopping Setup By Caitlin Halpert


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From the SMX West Conference in San Jose, CA March 13-15, 2018. SESSION: Shopping Campaigns That Keep Paying Off. PRESENTATION: First Class Google Shopping Setup - Given by Caitlin Halpert - 3Q Digital, Sr. Director of Client Services. #SMX #32C

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First Class Google Shopping Setup By Caitlin Halpert

  1. 1. #SMX #32C @caitlin_halpert 1st Class Google Shopping Setup
  2. 2. #SMX #32C @caitlin_halpert • Most ecomm accounts spend ~50%+ of their Google budgets on shopping • Key differences from Google text ad campaigns Google Shopping Is Critical to eCommerce Targeting is determined by products1 Campaign priority2
  3. 3. #SMX #32C @caitlin_halpert Agenda • Create a high-quality feed • Structure your campaigns • Optimize for long-term success
  4. 4. #SMX #32C @caitlin_halpert A High-Quality Feed Is Key to Shopping Success
  5. 5. #SMX #32C @caitlin_halpert The Basics of Feed Quality Send all available information $ $$ Include accurate and up-to-date price and availability ABC ABC Avoid duplicate titles & descriptions Use high-volume search terms
  6. 6. #SMX #32C @caitlin_halpert Product titles should follow these rules: • Begin with the brand name • Follow the brand with the product type • Use high-volume search terms • Add detailed attributes to the end • Ideal character count: 70 Product Titles are Key to Success
  7. 7. #SMX #32C @caitlin_halpert Client: Smart Accessory Manufacturer Challenge: Unable to scale shopping campaigns Methodology: Using Google Keyword Planner we reviewed search volume for other like terms relevant to the product. A synonym for the term we were using had 4x the search volume so we utilized this in our titles Case Study: Shopping Title Optimization
  8. 8. #SMX #32C @caitlin_halpert Case Study: Shopping Title Optimization +236% impressions +275% conversions
  9. 9. #SMX #32C @caitlin_halpert Product Type is optional, but is actually quite important for two reasons: Product Type It’s used to determine which search queries are relevant1 You can leverage it to build your product groupings2 You should use at least three levels for Product Type to give Google as much information as possible. • Postcards vs. Office Supplies > Paper Products > Postcards
  10. 10. #SMX #32C @caitlin_halpert Share these #SMXInsights on your social channels! #SMXInsights §Give Google as much info as possible! §Use 3+ levels in Product Type Postcards Office Supplies > Paper Products > Postcards
  11. 11. #SMX #32C @caitlin_halpert Shopping Campaign Structure
  12. 12. #SMX #32C @caitlin_halpert Tell Google where to look first when matching queries to products to prioritize important products over similar yet less enticing products. Priority Settings High Medium Low
  13. 13. #SMX #32C @caitlin_halpert Alpha-Beta Shopping Structure GOOGLE SHOPPING Shopping - Beta Low Shopping - Alpha Medium Shopping - Promo (optional) High Campaign Priority Good for accounts with <30% of shopping volume driven by branded terms
  14. 14. #SMX #32C @caitlin_halpert Promote products or product groups that you want to serve above all other products • High margin products • Highest CVR products Special Handling for High-Priority Products
  15. 15. #SMX #32C @caitlin_halpert The high priority campaign setting should be reserved for short-running promotions or merchandising decisions: • SKUs the merchandising team wants to highlight • Specific holiday products (e.g. Mother’s Day gifts) Promotional Campaign
  16. 16. #SMX #32C @caitlin_halpert Good for accounts with >30% of shopping volume driven by branded terms GOOGLE SHOPPING Shopping - Brand Low Shopping - Beta Medium Shopping - Alpha High Campaign Priority Brand/Non-Brand Shopping Structure
  17. 17. #SMX #32C @caitlin_halpert WARNING! Brand/Non-Brand Segmentation requires close monitoring $ ) Avoid budget caps Uniform day of week and time of day targeting Uniform audience exclusions + Add all negative keywords to your brand campaign
  18. 18. #SMX #32C @caitlin_halpert Share these #SMXInsights on your social channels! #SMXInsights §You can segment brand from non- brand in Google Shopping, but be careful!
  19. 19. #SMX #32C @caitlin_halpert Segment Campaigns into Biddable Groupings • Most accounts only require a single ad group per campaign • All performance review and optimizations should be done in the product group view • Product group segmentation options • Product Type • Custom Labels • SKU
  20. 20. #SMX #32C @caitlin_halpert • Product type – highest level product group segmentation • Custom labels – further segmentation for informed bidding • Price tiers • Margins • Expected conversion rate • LTV Get Creative with Custom Labels
  21. 21. #SMX #32C @caitlin_halpert Case Study: Alpha-Beta Restructure Client: A women’s apparel company Challenge: Unable to scale shopping revenue while maintaining efficiency goals with 50K+ SKUs Methodology: We restructured to Alpha-Beta using ROAS and volume to determine alphas. +81% revenue +68% orders
  22. 22. #SMX #32C @caitlin_halpert Optimizing Shopping
  23. 23. #SMX #32C @caitlin_halpert Top 5 Shopping Optimizations Constantly test & optimize your feed1 Promote & demote alphas on a regular cadence2 Monitor query to product mapping3 Include shopping in account SQRs to identify new keywords4 Perform all standard optimizations5
  24. 24. #SMX #32C @caitlin_halpert Bids impact search query inventory • A higher bid may open up new queries and higher impression share • Review SQRs carefully when increasing bids Proper Bidding Techniques + Use manual bidding with eCPC • tROAS and tCPA require significant conversions and the algorithm struggles with varying price points for SKUs
  25. 25. #SMX #32C @caitlin_halpert • Maintain biddable groupings that have at least 100+ clicks and 3+ conversions a month • Bid at the SKU level if volume allows for the most control • Roll SKUs up into higher level product groups that achieve the same volume thresholds Volume-Based Bidding Guidelines
  26. 26. #SMX #32C @caitlin_halpert Get Defensive with Showcase Ads
  27. 27. #SMX #32C @caitlin_halpert Summary Best Practices Leverage priority settings and negatives to structure campaigns Segment campaigns into biddable groups Start with manual bids on eCPC Maintain an accurate product feed
  28. 28. #SMX #32C @caitlin_halpert Get in touch • Download my shopping whitepaper • Find me on LinkedIn • Talk to me about Vermont!