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Reaping The Fields in Google Shopping: Ongoing Optimizations By Susan Wenograd

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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: Reaping The Fields in Google Shopping: Ongoing Optimizations - Given by Susan Wenograd, @susanedub - Clix Marketing, Sr. Manager, Account & Ecommerce. #SMX #33B

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Reaping The Fields in Google Shopping: Ongoing Optimizations By Susan Wenograd

  1. 1. #SMX #33B @SusanEDub What to look at, analyze & do to evolve! REAPING THE FIELDS IN GOOGLE SHOPPING: ONGOING OPTIMIZATIONS
  2. 2. #SMX #33B @SusanEDub Paid Search Tools
  3. 3. #SMX #33B @SusanEDub Shopping Tools “It  doesn’t  matter,  it’s  just   one  big  broad  match   campaign  anyway.”  
  4. 4. #SMX #33B @SusanEDub
  5. 5. #SMX #33B @SusanEDub Accrue  Data   Revisit  It     Maximize  Your   Money!   So, you launched…
  6. 6. #SMX #33B @SusanEDub TITLE SLIDE ALTERNATIVE LAYOUT w/ IMAGESTRENGTH TRAINING AIR TRAFFIC CONTROL: QUERY MAPPING AIR TRAFFIC CONTROL: QUERY MAPPING
  7. 7. #SMX #33B @SusanEDub Where  would  YOU  want  it  matching  to?   Account-Level Query Mapping Search  Term Campaign Sum  of  Impressions Sum  of  Cost Average  of  CTR Sum  of  Conversions Average  of  Cost  /  conv. knee  high  socks 1,330,317                                         13,371.89$   7.5% 481 27.80$                                                                   Campaign  #1 854,643                                                 10,352.95$   1.7% 293 35.33$                                                                   Campaign  #2 426,882                                                 2,126.73$       0.9% 118 18.02$                                                                   Campaign  #3 23,728                                                     680.98$               16.1% 46 14.80$                                                                   Campaign  #4 5,858                                                         135.26$               7.2% 15 9.02$                                                                         Campaign  #5 9,843                                                         38.42$                   0.4% 5 7.68$                                                                         Campaign  #6 2,848                                                         13.69$                   0.7% 2 6.85$                                                                         Campaign  #7 1,283                                                         9.65$                         0.6% 2 4.83$                                                                        
  8. 8. #SMX #33B @SusanEDub 1.  Search  Query  Report.   2.  Export  to  Excel.   3.  Create  pivot  table.   Rows:     Search  term   Ad  Group   How You Do It
  9. 9. #SMX #33B @SusanEDub Create  negative  keywords  to  funnel  search  queries  towards  the   groups  that  are  most  profitable.   Negative Keyword All The Things! Search  Term Campaign Sum  of  Impressions Sum  of  Cost Average  of  CTR Sum  of  Conversions Average  of  Cost  /  conv. knee  high  socks 1,330,317                                         13,371.89$   7.5% 481 27.80$                                                                   Campaign  #1 854,643                                                 10,352.95$   1.7% 293 35.33$                                                                   Campaign  #2 426,882                                                 2,126.73$       0.9% 118 18.02$                                                                   Campaign  #3 23,728                                                     680.98$               16.1% 46 14.80$                                                                   Campaign  #4 5,858                                                         135.26$               7.2% 15 9.02$                                                                         Campaign  #5 9,843                                                         38.42$                   0.4% 5 7.68$                                                                         Campaign  #6 2,848                                                         13.69$                   0.7% 2 6.85$                                                                         Campaign  #7 1,283                                                         9.65$                         0.6% 2 4.83$                                                                        
  10. 10. #SMX #33B @SusanEDub DON’T BURN MONEY STRUCTURING FOR ROAS & LIMITED BUDGETS
  11. 11. #SMX #33B @SusanEDub This  is  where  Ad  Groups   come  in  handy  vs.  Product   Groups.     (Remember:  No  Product   Group  tracking  in   Analytics!)   Evaluate your strongest ROAS performers Ad  Groups ROAS Ad  Group  #1 507.60% Ad  Group  #2 305.07% Ad  Group  #3 389.39% Ad  Group  #4 820.26% Ad  Group  #5 695.12% Ad  Group  #6 737.80% Ad  Group  #7 1088.71% Ad  Group  #8 850.16% Ad  Group  #9 2230.52% Ad  Group  #10 3306.22% Ad  Group  #11 1588.01% Ad  Group  #12 1455.85%
  12. 12. #SMX #33B @SusanEDub Test Grouping Strong ROAS & Allocating Budget
  13. 13. #SMX #33B @SusanEDub Remember What You’re Actually Bidding On You  are  bidding  on  the  product   Not  on  the  search  query  
  14. 14. #SMX #33B @SusanEDub •  Inherent  attributes  –  Physical  attributes     •  These  can  help  with  making  more  granular  ad  groups   •  Client-­‐made  attributes  –  Business-­‐type  attributes   •  These  can  help  with  bid  and  Campaign  prioritization.   Evaluate Product Attributes Beyond Feed-Standard Fields
  15. 15. #SMX #33B @SusanEDub Custom Labels to the Rescue! Item Custom  Label  0 Custom  Label  1 Custom  Label  2 Custom  Label  3 Custom  Label  4 Thing  1 Winter High  Margin New  for  2015 Designer Thing  2 Winter Low  Margin Designer Thing  3 Fall High  Margin Best  Seller In-­‐House  Brand Thing  4 Summer Closeout In-­‐House  Brand
  16. 16. #SMX #33B @SusanEDub Hi.  I’m  a  gorgeous  high  heel.     I’m  teal.  I’m  a  size  8.       But  I  also  now  belong  in  to  the  following   groups  because  of  my  Custom  Labels:   •  Designer   •  High  Margin   So  where  do  I  live  when  you  build  your   campaign?  Will  I  wind  up  in  a  few  ad  groups?   The Conundrum
  17. 17. #SMX #33B @SusanEDub Campaign:  Womens’  Shoes  –  High  Margin        Ad  Group:  Heels-­‐  Designer     Campaign:  Womens’  Shoes  –  Low  Margin      Ad  Group:  Heels-­‐Designer       With  the  right  structure,  where  an  item  should  live  becomes  easier.   These  structures  can  evolve  over  time  as  you  analyze  performance.   All Together Now: Plan Your Structure!
  18. 18. #SMX #33B @SusanEDub Granular Tends To Be Better Women’s  Boots   New  2016   2015  Closeouts   Knee  High   Ankle  High   High  Margin   Brown   Black   189%  ROAS   232%  ROAS   Womens’  Boots:  High  ROAS  
  19. 19. #SMX #33B @SusanEDub BID STRATEGY FUSSING
  20. 20. #SMX #33B @SusanEDub Manual  CPC   Maximize  Clicks   Enhanced  CPC   Target  Return  on  Spend  (New-­‐ish)     Who Says There’s One Best Way?
  21. 21. #SMX #33B @SusanEDub Shared  Library  à  Bid  Strategies   How Does the New-ish One Work?
  22. 22. #SMX #33B @SusanEDub Exceeded  220%  target  for  a  high  volume  campaign,  but  volume  fell   slightly.   And…How Does It Do? • ROAS  before:  261.5%   • ROAS  after:  279.8%     • Conversion  rate  before:  4.3%   • Conversion  rate  after:  4.4%     • Transactions  per  day  before:  6   • Transactions  per  day  after:  4  
  23. 23. #SMX #33B @SusanEDub Didn’t  do  so  hot  with  a  campaign  that  had  lower  volume.   And…How Does It Do? Conclusion:  YMMV.  
  24. 24. #SMX #33B @SusanEDub YOU KNEW I WAS GOING TO SAY THE M-WORD AT SOME POINT.
  25. 25. #SMX #33B @SusanEDub Physical Storefront & Local Inventory Ads = Value in Radius Increase  bid  modifiers  to  a   radius  around  your  physical   locations  to  capture  nearby   searchers  and  help  drive  in-­‐ store  foot  traffic.  
  26. 26. #SMX #33B @SusanEDub Regularly Evaluate Performance By Distance Remember  to  make  sure  your  Business  account  is  linked  to  your  AdWords!  
  27. 27. #SMX #33B @SusanEDub Details  à  Auction   Insights     Segment  à  Device   Type     Export,  Add  Segment   à  Time  à  Month   How Are You Competing?
  28. 28. #SMX #33B @SusanEDub Check Out Seasonality Wins & Weak Spots
  29. 29. #SMX #33B @SusanEDub Check Out Seasonality Wins & Weak Spots
  30. 30. #SMX #33B @SusanEDub •  Query  map  &  negative  keywords  like  a  crazy  person   •  Consider  grouping  items  based  on  ROAS/margin  to  drive   how  aggressive  you  bid   •  Utilize  Custom  Labels  to  create  more  specific  groupings   and  increase  your  control   •  Evaluate  mobile  user  performance  based  on  distance  from   physical  storefronts   •  Evaluate  mobile  performance  vs.  competition   Let’s Wrap It Up
  31. 31. #SMX #33B @SusanEDub SEE YOU AT THE NEXT #SMX THANK YOU!

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