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That's Hot! 3 Shopping Campaign Tips That Would Make Paris Hilton Proud By Purna Virji


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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: That's Hot! 3 Shopping Campaign Optimizations that would make Paris Hilton Proud - Given by Purna Virji, @purnavirji - Bing Ads, Microsoft, Senior Client Development and Training Specialist. #SMX #14C

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That's Hot! 3 Shopping Campaign Tips That Would Make Paris Hilton Proud By Purna Virji

  1. 1. #SMX #14C @PurnaVirji By Purna Virji, Senior Training Manager, Microsoft That’s Hot! 3 Shopping Campaign Tips that would mak Paris Hilton Proud
  2. 2. #SMX #14C @PurnaVirji WRITER SPEAKER All of the job titles SENIOR PPC TRAINING MANAGER
  3. 3. #SMX #14C @PurnaVirji
  4. 4. #SMX #14C @PurnaVirji
  5. 5. #SMX #14C @PurnaVirji 1. Our feeds 2. Our creative 3. Our budgets Let’s optimize
  6. 6. #SMX #14C @PurnaVirji 1. Goal: Cover Model
  7. 7. #SMX #14C @PurnaVirji Blanks are bad!
  8. 8. #SMX #14C @PurnaVirji Add descriptors
  9. 9. #SMX #14C @PurnaVirji Cheat sheet - Include the following: • Brand + Product Name + Product Type + Gender + Size + Color (if applicable) E.g. Patagonia Artic Thermal Winter Jacket, Men's Size L, Blue - Normalize to most common (Male vs Men’s) - Know your limits: 35 | 150 TIP: Check the search term report for ideas to make titles more relevant.
  10. 10. #SMX #14C @PurnaVirji Make your descriptions werk!
  11. 11. #SMX #14C @PurnaVirji Categorize as deeply as possible Aim for 4+ layers deep, help the system find your ads Better relevance -> more triggers -> more impressions -> more clicks Category 1 Category 2 Category 3 Category 4 Apparel & Accessories Clothing Dresses Apparel & Accessories Clothing Dresses Cocktail Dresses Apparel & Accessories Clothing Dresses Day Dresses Apparel & Accessories Clothing Dresses Formal Gowns Apparel & Accessories Clothing Dresses Little Black Dresses Apparel & Accessories Clothing One-Pieces Apparel & Accessories Clothing One-Pieces Jumpsuits & Rompers Apparel & Accessories Clothing One-Pieces Leotards & Unitards Apparel & Accessories Clothing One-Pieces Overalls Better
  12. 12. #SMX #14C @PurnaVirji Loves it!
  13. 13. #SMX #14C @PurnaVirji 2. “Don’t be boring and dress cute wherever you go.”
  14. 14. #SMX #14C @PurnaVirji Which ad catches your eye? 1. 2. 3. 4. 6.5.
  15. 15. #SMX #14C @PurnaVirji Which ad catches your attention? 1. 2. 3. 4. 5.
  16. 16. #SMX #14C @PurnaVirji Which ad catches your eye? 1. 2. 3. 4. 6.5.
  17. 17. #SMX #14C @PurnaVirji
  18. 18. #SMX #14C @PurnaVirji Core creative elements Image Enhancements Price
  19. 19. #SMX #14C @PurnaVirji Image Show multiple colors
  20. 20. #SMX #14C @PurnaVirji Image Show product in use
  21. 21. #SMX #14C @PurnaVirji Try it out
  22. 22. #SMX #14C @PurnaVirji Image Show multiple colors Show product in use High resolution images
  23. 23. #SMX #14C @PurnaVirji Price Start with regular price Add sale price Or price competitively against other ads
  24. 24. #SMX #14C @PurnaVirji Price
  25. 25. #SMX #14C @PurnaVirji Price
  26. 26. #SMX #14C @PurnaVirji Enhancements Local Promos Reviews
  27. 27. #SMX #14C @PurnaVirji Make your descriptions werk! Actions while shopping 90%of retail shoppers use smartphones in stores. 77%of searches mentioning “coupon” are initiated on a smartphone or tablet. Source: Hitwise Source: Marketing Land
  28. 28. #SMX #14C @PurnaVirji Local inventory
  29. 29. #SMX #14C @PurnaVirji Merchant Promotions
  30. 30. #SMX #14C @PurnaVirji Reviews and ratings
  31. 31. #SMX #14C @PurnaVirji Reviews and ratings Ratings from advertiser’s site and trusted third parties Product ratings3 Display only for merchants with high ratings Elite merchant badge1 Automatically detected by price changes in feeds Price drop alerts2
  32. 32. #SMX #14C @PurnaVirji That’s hot!
  33. 33. #SMX #14C @PurnaVirji 3. Singer, author, actress, DJ, reality TV star…
  34. 34. #SMX #14C @PurnaVirji
  35. 35. #SMX #14C @PurnaVirji Identify hidden opportunities • Benchmark + Share of Impressions • Dimensions • Search Term • Mobile performance
  36. 36. #SMX #14C @PurnaVirji Remarketing works too!
  37. 37. #SMX #14C @PurnaVirji Solid results 2.4% of Total Clicks 19.4% higher CPC 40.3% higher CTR 59.3% higher Conversion Rate Source: UI Audience Reporting, Feb - Mar 2016
  38. 38. #SMX #14C @PurnaVirji Loves it!
  39. 39. #SMX #14C @PurnaVirji Do they sell walls?
  40. 40. #SMX #14C @PurnaVirji Unfortunately, misattribution is not hot.
  41. 41. #SMX #14C @PurnaVirji 1. Title + Description 2. Photo + Price 3. Benchmarking 4. Remarketing 5. Who sells walls? Key takeaways
  42. 42. © 2016 Microsoft Corporation. All rights reserved. Microsoft, Windows, and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries. The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted as a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. Microsoft MAKES NO WARRANTIES–EXPRESS, IMPLIED, OR STATUTORY– REGARDING THEI NFORMATION IN THIS PRESENTATION. Thank you! @PurnaVirji