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How to Build Shopping Campaigns for Growth and Efficiency

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From the SMX West Conference in San Jose, California, March 3-5, 2015. SESSION: Optimizing Google PLAs And Shopping Campaigns. PRESENTATION: How to Build Shopping Campaigns for Growth and Efficiency - Given by Todd Bowman, @ToddBowman68 - RKG, Director of CSE and Feed Management. #SMX #11B

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How to Build Shopping Campaigns for Growth and Efficiency

  1. 1. March 3, 2015 BUILDING SHOPPING CAMPAIGNS FOR GROWTH & EFFICIENCY TODD BOWMAN Director, CSE and Feeds @ToddBowman68
  2. 2. searchmarketingexpo.com @ToddBowman68 #SMX #11B
  3. 3. searchmarketingexpo.com @ToddBowman68 #SMX #11B PLA SPEND COMPARISON $4M $8M $12M $16M Q4 2012 Q4 2014 Q1 2013 Q2 2013 Q3 2013 Q4 2013 Q1 2014 Q2 2014 Q3 2014 Merkle | RKG Tier 1 Tier 2 Source: Google Agency Review GSC/PLA Spend Under Management Merkle | RKG manages 2Xthe investments in GSC/PLAs relative to other agencies.
  4. 4. searchmarketingexpo.com @ToddBowman68 #SMX #11B BEFORE SHOPPING CAMPAIGNS ID: CR123 Product Type: Kitchen > Dutch Oven Condition: New Adwords Label: Cookware All Products
  5. 5. searchmarketingexpo.com @ToddBowman68 #SMX #11B Utilizing Multiple Campaigns, Ad Groups & Product Groups
  6. 6. searchmarketingexpo.com @ToddBowman68 #SMX #11B • Regularly updated and optimized feed • Smart bidding technology • Ability to track granular performance WHAT’S NEEDED
  7. 7. searchmarketingexpo.com @ToddBowman68 #SMX #11B Provide as much accurate information as possible. THE GUIDING PRINCIPLE
  8. 8. searchmarketingexpo.com @ToddBowman68 #SMX #11B Organizing Your Campaign
  9. 9. searchmarketingexpo.com @ToddBowman68 #SMX #11B CAMPAIGN PRIORITIES Low Priority Default Bids Medium Priority Trumps bids in Low Priority Campaigns for any product that applies High Priority Trumps bids in Low & Medium Priority Campaigns for any product that applies
  10. 10. searchmarketingexpo.com @ToddBowman68 #SMX #11B USING CAMPAIGN PRIORITIES Low Priority
  11. 11. searchmarketingexpo.com @ToddBowman68 #SMX #11B USING CAMPAIGN PRIORITIES Low Priority All Products
  12. 12. searchmarketingexpo.com @ToddBowman68 #SMX #11B USING CAMPAIGN PRIORITIES Medium Priority
  13. 13. searchmarketingexpo.com @ToddBowman68 #SMX #11B USING CAMPAIGN PRIORITIES Medium Priority Cookware Ad Group Bar Accessories Ad Group
  14. 14. searchmarketingexpo.com @ToddBowman68 #SMX #11B USING CAMPAIGN PRIORITIES High Priority
  15. 15. searchmarketingexpo.com @ToddBowman68 #SMX #11B USING CAMPAIGN PRIORITIES High Priority Best Sellers High ROI/Low ROI Poor Performers Seasonality Material Color On Sale Free Shipping Size Low Inventory Gender Age Group Testing Margin
  16. 16. searchmarketingexpo.com @ToddBowman68 #SMX #11B AD GROUP STRUCTURE All Products Campaign Low Priority Campaign with Bulk of Products Medium Priority Bestsellers Campaign High Priority
  17. 17. searchmarketingexpo.com @ToddBowman68 #SMX #11B Google gives the option to subdivide by Google Product Category, Brand, Item ID, Condition, and Product Type Use Custom Labels to define other valuable and relevant attributes CREATING PRODUCT GROUPS Custom Label Potential Opportunity 0 On Sale/Not on Sale 1 Free Shipping/Paid Shipping 2 High ROAS/Low ROAS 3 Price Bucket 4 Promotion
  18. 18. searchmarketingexpo.com @ToddBowman68 #SMX #11B Negatives, Modifiers & Exclusions Oh My!
  19. 19. searchmarketingexpo.com @ToddBowman68 #SMX #11B NEGATIVES
  20. 20. searchmarketingexpo.com @ToddBowman68 #SMX #11B MODIFIERS Kitchen Storage Ad Group Computers Mobile devices with full browsers Tablets with full browsers Cookware Sets Ad Group Computers Mobile devices with full browsers Tablets with full browsers -75% -35%
  21. 21. searchmarketingexpo.com @ToddBowman68 #SMX #11B EXCLUSIONS
  22. 22. searchmarketingexpo.com @ToddBowman68 #SMX #11B Priorities in Action
  23. 23. searchmarketingexpo.com @ToddBowman68 #SMX #11B HOW TRAFFIC IS SERVED Low Priority High PriorityMedium Priority CAMPAIGN A CAMPAIGN B CAMPAIGN C Default Bids Product Group: All Products Ad Group: Kitchen Product Group: Dutch Ovens Trumps bids in Campaign A for any product that applies Ad Group: Kitchen Product Group: Dutch Ovens + Best Sellers Trumps bids in Campaigns A & B for any product that applies Bid: $0.25 Bid: $0.56 Bid: $1.05
  24. 24. searchmarketingexpo.com @ToddBowman68 #SMX #11B HOW TRAFFIC IS SERVED CAMPAIGN A CAMPAIGN B CAMPAIGN C Product Group: All Products Ad Group: Kitchen Product Group: Dutch Ovens Ad Group: Kitchen Product Group: Dutch Ovens + Poor PerformersBid: $0.25 Bid: $0.56 Bid: $0.05 Low Priority High PriorityMedium Priority Default Bids Trumps bids in Campaign A for any product that applies Trumps bids in Campaigns A & B for any product that applies
  25. 25. searchmarketingexpo.com @ToddBowman68 #SMX #11B Efficiency and Growth Success
  26. 26. searchmarketingexpo.com @ToddBowman68 #SMX #11B 14% 2% Before After Granular targets = Gained Efficiency Traffic Coming through the All Products Group IR Top 500® Client in the Home Goods Vertical -71%
  27. 27. searchmarketingexpo.com @ToddBowman68 #SMX #11B Q4 Y/Y SALES GROWTH Q4 Y/Y Sales Growth with Consistent ROI IR Top 500® Client in the Home Goods Vertical 2013 2014 Sales +145% ROI Sales
  28. 28. searchmarketingexpo.com @ToddBowman68 #SMX #11B CATEGORY: HOME DECOR ROI Sales Q4 Y/Y Sales Growth with Consistent ROI IR Top 500® Client in the Home Goods Vertical / Home Decor Sales +129% 2013 2014 ROI +34%
  29. 29. searchmarketingexpo.com @ToddBowman68 #SMX #11B Setting Up Campaigns
  30. 30. searchmarketingexpo.com @ToddBowman68 #SMX #11B • Bulk Uploads • Bulk Shopping Ad Group Creator • Template from Google Vertical Team SETTING UP CAMPAIGNS
  31. 31. searchmarketingexpo.com @ToddBowman68 #SMX #11B SETTING UP: BULK UPLOADS
  32. 32. searchmarketingexpo.com @ToddBowman68 #SMX #11B SETTING UP: AD GROUP CREATOR
  33. 33. searchmarketingexpo.com @ToddBowman68 #SMX #11B SETTING UP: GOOGLE TEMPLATE Level Attribute Name / Feature Details Campaign Campaign Campaign Name Merchant ID Account Id from Merchant Center Sales Country 2-letter country code - http://www.nationsonline.org/oneworld/country_code_list.htm "Budget" or "Campaign Daily Budget" Priority [0,1,2] for Low, Medium, High Inventory Filter Supports upto 5 levels of a single filter hierarchy. Levels specified in SC Builder format AdGroup AdGroup Name AdGroup Default Bid Specified on an AdGroup row without any Product Groups Promotion Promotion text for the adgroup AdGroup Status Active by default, can be set to "Paused" Product Group Product Group Hierarchy Biddable attributes supported: Product Type, Brand, Condition, Custom Label [0-4], Item Id. Google Product Category IS NOT currently supported Specified in either Adwords Editor or SC Builder format (slightly easier-to-read) Everything Else nodes are specified with “*” Max CPC The actual bid value or “Excluded” Destination URL
  34. 34. searchmarketingexpo.com @ToddBowman68 #SMX #11B Todd Bowman Merkle | RKG Director, CSE and Feeds (434) 970-1010 x119 sbowman@merkleinc.com www.rimmkaufman.com

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