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Shopping Ads: Bid By Query of Slap Yourself By Kirk Williams

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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: Shopping Ad: Bid By Query or Slap Yourself - Given by Kirk Williams, @PPCKirk - ZATO, Owner & Minion. #SMX #14C

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Shopping Ads: Bid By Query of Slap Yourself By Kirk Williams

  1. 1. #SMX #14C @PPCKirk Shopping Ads: It’s the Setup, Silly Shopping Ads: Bid by Query or Slap Yourself.
  2. 2. #SMX #14C @PPCKirk writer: SE Land, Moz, PPC Hero, Wordstream speaker: SMX, Hero Conf, State of Search tweeter: @PPCKirk meme creator: ¯_(ツ)_/¯ Kirk Williams owner & minion
  3. 3. #SMX #14C @PPCKirk “I stick with SEO for my ecommerce clients…”
  4. 4. #SMX #14C @PPCKirk “oooof”
  5. 5. #SMX #14C @PPCKirk My Entire Screen on a 13” MacBook
  6. 6. #SMX #14C @PPCKirk “FINE, I stick with good ole keyword targeted text ads…”
  7. 7. #SMX #14C @PPCKirk “oooof”
  8. 8. #SMX #14C @PPCKirk Crealytics: Shopping = 56% Spend Share
  9. 9. #SMX #14C @PPCKirk Crealytics: Shopping = 56% Spend Share
  10. 10. #SMX #14C @PPCKirk Merkle: Shopping = 46% Click Share https://www.merkleinc.com/thought-leadership/digital-marketing-report
  11. 11. #SMX #14C @PPCKirk Merkle: Shopping = 46% Click Share https://www.merkleinc.com/thought-leadership/digital-marketing-report hot snot, look at that trend!
  12. 12. #SMX #14C @PPCKirk Shopping Ads: The future of Ecommerce SERPs
  13. 13. #SMX #14C @PPCKirk Uhhhhhh….... ...Houston, we have a pwobwem.
  14. 14. #SMX #14C @PPCKirk Max $1.25 CPC Search bidding = personal intent!
  15. 15. #SMX #14C @PPCKirk Max $1.25 CPC Shopping bidding = errrrrr…. ¯_(ツ)_/¯
  16. 16. #SMX #14C @PPCKirk [shoe] Max $1.25 CPC
  17. 17. #SMX #14C @PPCKirk [shoe] [best heels] Max $1.25 CPC
  18. 18. #SMX #14C @PPCKirk [shoe] [best heels] [buy jimmy choo heels now for wife in fight need expensive pair] Max $1.25 CPC
  19. 19. #SMX #14C @PPCKirk “dash it all, Holmes, how does one bid on queries in Shopping?!”
  20. 20. #SMX #14C @PPCKirk Martin Roettgerding @bloomarty http://www.ppc-epiphany.com/2014/12/08/taking-google-shopping-to-the-next-level/
  21. 21. #SMX #14C @PPCKirk Kirk Williams (me!) @PPCKirk http://searchengineland.com/step-step-guide-query- level-bidding-google-shopping-228309
  22. 22. #SMX #14C @PPCKirk It’s about filtering queries
  23. 23. #SMX #14C @PPCKirk 4 essential aspects Campaign Priority Negative Keywords Shared Budget Product Bids
  24. 24. #SMX #14C @PPCKirk Filter Like Your Coffee Depends On It! Shopping – Shoes – NB – US Brand & SKU filter through
  25. 25. #SMX #14C @PPCKirk Filter Like Your Coffee Depends On It! Shopping – Shoes – NB – US Brand & SKU filter through Shopping – Shoes – BR – US SKU filter through
  26. 26. #SMX #14C @PPCKirk Filter Like Your Coffee Depends On It! Shopping – Shoes – NB – US Brand & SKU filter through Shopping – Shoes – BR – US SKU filter through Shopping – Shoes – SKU – US
  27. 27. #SMX #14C @PPCKirk Does it work? SKU BRAND NO BRAND
  28. 28. #SMX #14C @PPCKirk Does it work? SKU BRAND NO BRAND
  29. 29. #SMX #14C @PPCKirk Does it work? SKU BRAND NO BRAND
  30. 30. #SMX #14C @PPCKirk Does it work? SKU BRAND NO BRAND
  31. 31. #SMX #14C @PPCKirk Does it work? SKU BRAND NO BRAND
  32. 32. #SMX #14C @PPCKirk 7 Things I’ve Learned From the Query Targeting Strategy
  33. 33. #SMX #14C @PPCKirk thing 1 = You Be You. (NB > BR > SKU might not work for you) “I. Just. LOVE. Product 85049.0091”
  34. 34. #SMX #14C @PPCKirk NB Converting> NB Non-Converting> Brand TOP>NB>Brand RLSA>NB>Brand Figure out your filter!
  35. 35. #SMX #14C @PPCKirk thing 2 = Transition Intelligently Ideal Product Grouping (not best, not worst) Identify
  36. 36. #SMX #14C @PPCKirk thing 2 = Transition Intelligently Ideal Product Grouping (not best, not worst) New Product Grouping Campaigns Identify Build
  37. 37. #SMX #14C @PPCKirk thing 2 = Transition Intelligently Ideal Product Grouping (not best, not worst) New Product Grouping Campaigns Product Groups in Legacy Campaign Identify Build Pause
  38. 38. #SMX #14C @PPCKirk thing 3 = Ad groups TRUMP product groups. “Let’s make keyword funneling great again!”
  39. 39. #SMX #14C @PPCKirk (you right now)
  40. 40. #SMX #14C @PPCKirk Use Optmyzr for fast Shopping ad group creation.
  41. 41. #SMX #14C @PPCKirk thing 4 = low bids can kill the setup (google no likey timid bidding) Priority Settings
  42. 42. #SMX #14C @PPCKirk thing 5 = Beware of dangling negatives NB Campaign -[m]
  43. 43. #SMX #14C @PPCKirk thing 5 = 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!”
  44. 44. #SMX #14C @PPCKirk thing 6 = Showcase Shopping Ads?? As of July 31, 2016
  45. 45. #SMX #14C @PPCKirk thing 7 = Easy Import to Bing (yay, shared budgets coming to Bing!)
  46. 46. #SMX #14C @PPCKirk THANK YOU, & SEE YOU AT THE NEXT #SMX! “NEVER GIVE UP, NEVER SURRENDER.”

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