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

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From the SMX East Conference in New York City, September 27-29, 2016. SESSION: Shopping Campaign Tips & Tricks You'll Want To Own. PRESENTATION: Reaping The Fields In Google Shopping: Ongoing Optimizations - Given by Susan Wenograd, @susanedub - Five Mill, Clix Marketing, Partner & SEM. #SMX #14C

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

  1. 1. #SMX #14C @SusanEDub What to look at, analyze & do to evolve! REAPING THE FIELDS IN GOOGLE SHOPPING: ONGOING OPTIMIZATIONS
  2. 2. #SMX #14C @SusanEDub Obligatory About Me •  Partner & SEM at FiveMill •  10 yrs experience, both agency and in-house •  Reside in central Virginia
  3. 3. #SMX #14C @SusanEDub Paid Search Tools
  4. 4. #SMX #14C @SusanEDub Shopping Tools “It doesn’t matter, it’s just one big broad match campaign anyway.”
  5. 5. #SMX #14C @SusanEDub
  6. 6. #SMX #14C @SusanEDub Accrue Data Revisit It Maximize Your Money! So, you launched…
  7. 7. #SMX #14C @SusanEDub TITLE SLIDE ALTERNATIVE LAYOUT w/ IMAGESTRENGTH TRAINING AIR TRAFFIC CONTROL: QUERY MAPPING AIR TRAFFIC CONTROL: QUERY MAPPING
  8. 8. #SMX #14C @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$
  9. 9. #SMX #14C @SusanEDub 1.  Search Query Report. 2.  Export to Excel. 3.  Create pivot table. Rows: Search term Ad Group How You Do It
  10. 10. #SMX #14C @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$
  11. 11. #SMX #14C @SusanEDub DON’T BURN MONEY STRUCTURING FOR ROAS & LIMITED BUDGETS
  12. 12. #SMX #14C @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%
  13. 13. #SMX #14C @SusanEDub Test Grouping Strong ROAS & Allocating Budget
  14. 14. #SMX #14C @SusanEDub Remember What You’re Actually Bidding On You are bidding on the product Not on the search query
  15. 15. #SMX #14C @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
  16. 16. #SMX #14C @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
  17. 17. #SMX #14C @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
  18. 18. #SMX #14C @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!
  19. 19. #SMX #14C @SusanEDub Don’t forget about RLSA! Create remarketing audiences & over time adjust bids based on time lag to sale and profitability.
  20. 20. #SMX #14C @SusanEDub BID STRATEGY FUSSING
  21. 21. #SMX #14C @SusanEDub Manual CPC Maximize Clicks Enhanced CPC Target Return on Spend Is There One Best Way?
  22. 22. #SMX #14C @SusanEDub Shared Library à Bid Strategies How Does the New-ish One Work?
  23. 23. #SMX #14C @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
  24. 24. #SMX #14C @SusanEDub Didn’t do so hot with a campaign that had lower volume. And…How Does It Do? Conclusion: YMMV.
  25. 25. #SMX #14C @SusanEDub YOU KNEW I WAS GOING TO SAY THE M-WORD AT SOME POINT.
  26. 26. #SMX #14C @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.
  27. 27. #SMX #14C @SusanEDub Regularly Evaluate Performance By Distance Remember to make sure your Business account is linked to your AdWords!
  28. 28. #SMX #14C @SusanEDub Details à Auction Insights Segment à Device Type Export, Add Segment à Time à Month How Are You Competing?
  29. 29. #SMX #14C @SusanEDub Check Out Seasonality Wins & Weak Spots
  30. 30. #SMX #14C @SusanEDub Check Out Seasonality Wins & Weak Spots
  31. 31. #SMX #14C @SusanEDub •  Query map & negative keywords like a crazy person •  Consider grouping items based on ROAS/margin to drive bid and budget allocation •  Utilize Custom Labels to your advantage •  Evaluate mobile performance •  Evaluate your wins and weak spots quarterly vs. your competition with Auction Insights Let’s Wrap It Up
  32. 32. #SMX #14C @SusanEDub SEE YOU AT THE NEXT #SMX THANK YOU!

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