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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What to look at, analyze & do to evolve!
REAPING THE
FIELDS IN
GOOGLE
SHOPPING:
ONGOING
OPTIMIZATIONS

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Obligatory About Me
• Partner & SEM at FiveMill
• 10 yrs experience, both agency and in-house
• Reside in central Virginia

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Paid Search Tools

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Shopping Tools
“It doesn’t matter, it’s just
one big broad match
campaign anyway.”

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Accrue Data
Revisit It
Maximize Your
Money!
So, you launched…

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TITLE SLIDE ALTERNATIVE LAYOUT w/
IMAGESTRENGTH TRAINING
AIR TRAFFIC CONTROL:
QUERY MAPPING
AIR TRAFFIC CONTROL:
QUERY MAPPING

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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$

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1. Search Query Report.
2. Export to Excel.
3. Create pivot table.
Rows:
Search term
Ad Group
How You Do It

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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$

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DON’T BURN MONEY
STRUCTURING FOR ROAS & LIMITED
BUDGETS

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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%

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Test Grouping Strong ROAS & Allocating Budget

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Remember What You’re Actually Bidding On
You are bidding on the product
Not on the search query

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• 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

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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

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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

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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!

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Don’t forget about RLSA!
Create remarketing audiences & over
time adjust bids based on time lag to
sale and profitability.

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BID STRATEGY FUSSING

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Manual CPC
Maximize Clicks
Enhanced CPC
Target Return on Spend
Is There One Best Way?

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Shared Library à Bid Strategies
How Does the New-ish One Work?

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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

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Didn’t do so hot with a campaign that had lower volume.
And…How Does It Do?
Conclusion: YMMV.

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YOU KNEW I WAS GOING TO SAY THE
M-WORD AT SOME POINT.

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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.

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Regularly Evaluate Performance By Distance
Remember to make sure your Business account is linked to your AdWords!

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Details à Auction
Insights
Segment à Device
Type
Export, Add Segment
à Time à Month
How Are You Competing?

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Check Out Seasonality Wins & Weak Spots

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Check Out Seasonality Wins & Weak Spots

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• 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

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SEE YOU AT THE NEXT #SMX
THANK YOU!