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How To Care For Your Shopping Campaigns: What To Do Every Day, Every Month, Every Season By Kirk Williams

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From the SMX West Conference in San Jose, California, March 1-3, 2016. SESSION: How To Care For Your Shopping Campaigns: What To Do Every Day, Every Month, Every Season. PRESENTATION: How To Care For Your Shopping Campaigns: What To Do Every Day, Every Month, Every Season - Given by Kirk Williams, @PPCkirk - ZATO, Owner & Minion. #SMX #33B

Published in: Marketing

How To Care For Your Shopping Campaigns: What To Do Every Day, Every Month, Every Season By Kirk Williams

  1. 1. #SMX #33B @PPCKirk Shopping Ads: It’s the Setup, Silly How To Care For Your Shopping Campaigns: What To Do Every Day, Every Month, Every Season
  2. 2. #SMX #33B @PPCKirk “How to optimize your account today, tomorrow…”
  3. 3. #SMX #33B @PPCKirk “ouch”
  4. 4. #SMX #33B @PPCKirk “You can optimize poo all day, every day, but at the end of the day it’s still poo.” Abraham Lincoln
  5. 5. #SMX #33B @PPCKirk
  6. 6. #SMX #33B @PPCKirk My objective: To help you set up your Shopping campaigns for success so THEN you can optimize.
  7. 7. #SMX #33B @PPCKirk Why is this bad? -  1 Campaign -  1 Ad Group -  All Products
  8. 8. #SMX #33B @PPCKirk Max $1.25 CPC Because bidding.
  9. 9. #SMX #33B @PPCKirk [shoe] Max $1.25 CPC
  10. 10. #SMX #33B @PPCKirk [shoe] [best heels] Max $1.25 CPC
  11. 11. #SMX #33B @PPCKirk [shoe] [best heels] [buy jimmy choo heels now for wife in fight need expensive pair] Max $1.25 CPC
  12. 12. #SMX #33B @PPCKirk
  13. 13. #SMX #33B @PPCKirk “dash it all, Holmes, how does one bid on queries in Shopping?!”
  14. 14. #SMX #33B @PPCKirk The Query Filtering Guide to Shopping Campaign Strategy 101 Martin Roettgerding @bloomarty
  15. 15. #SMX #33B @PPCKirk 4 essential aspects (1) Campaign Priority (2) Negative Keywords (3) Shared Budget (4) Product Bids
  16. 16. #SMX #33B @PPCKirk #1: Shopping – Shoes – NB - US Campaign Priority Negative Keywords Shared Budget Product Bids HIGH SKU & BRAND LOW $.50 $700
  17. 17. #SMX #33B @PPCKirk #1: Shopping – Shoes – NB - US boots heels clogsslippers Nike cleats Jimmy Choo Ugg boots
  18. 18. #SMX #33B @PPCKirk #2: Shopping – Shoes – BR - US Campaign Priority Negative Keywords Shared Budget Product Bids MED SKU ONLY MID $2.00 $700
  19. 19. #SMX #33B @PPCKirk Jimmy Choo Ugg boots #2: Shopping – Shoes – BR - US Nike Vapor Jimmy Choo Daysha Adidas Tubular X Converse Chuck Taylor
  20. 20. #SMX #33B @PPCKirk #3: Shopping – Shoes – SKU - US Campaign Priority Negative Keywords Shared Budget Product Bids LOW ZILCH HIGH $5.00 $700
  21. 21. #SMX #33B @PPCKirk ALERT ALERT! ALERT! 6 things I’ve learned
  22. 22. #SMX #33B @PPCKirk thing 1 = Ad groups TRUMP product groups. “Let’s make keyword funneling great again!”
  23. 23. #SMX #33B @PPCKirk thing 2 = You Be You. (NB > BR > SKU might not work for you) “I. Just. LOVE. Product 85049.0091”
  24. 24. #SMX #33B @PPCKirk Identify natural query groupings BY PROFIT.
  25. 25. #SMX #33B @PPCKirk Possibilities: NB>BR>Name NB Converting> NB Non-Converting> Brand TOP>NB>BR
  26. 26. #SMX #33B @PPCKirk thing 3 = Bids can overrule Priorities (google no likey timid bidding) Priority Settings
  27. 27. #SMX #33B @PPCKirk thing 4 = Beware of dangling negatives NB Campaign -[m]
  28. 28. #SMX #33B @PPCKirk thing 4 = Beware of dangling negatives NB Campaign BR Campaign SKU Campaign (add the worst negative KWs to EVERY campaign) -[m] “don’t forget here!” “here, too!”
  29. 29. #SMX #33B @PPCKirk thing 5 = The Bing effect (where shared budgets should be)
  30. 30. #SMX #33B @PPCKirk thing 5 = The Bing effect (where shared budgets should be) (you worrying about SQR)
  31. 31. #SMX #33B @PPCKirk thing 6 = It takes awhile to soar (you HAVE to get your client/boss on board)
  32. 32. #SMX #33B @PPCKirk THANK YOU, & SEE YOU AT THE NEXT #SMX! “NEVER GIVE UP, NEVER SURRENDER.”

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