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

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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: Thats Hot! 3 Shopping Campaign Tips That Would Make Paris Hilton Proud - Given by Purna Virji, @purnavirji - Microsoft, Senior Client Training and Development Manager. #SMX #33B

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

  1. 1. That’s hot! 3 Shopping Campaign Tips That Would Make Paris Hilton Proud Purna Virji #SMX | #33B | @PurnaVirji
  2. 2. #SMX | #33B | @PurnaVirji
  3. 3. 1. Labels are important: Feed optimization 2. Don’t be boring – dress cute: Creative optimization 3. Hire bodyguards: Defensive strategy Our agenda #SMX | #33B | @PurnaVirji
  4. 4. 1. Labels are important: Feed optimization #SMX | #33B | @PurnaVirji
  5. 5. Manufacturer part number Gender, age_group, color, size Material, pattern, etc. Explore new options! SDKU-7833 Down, synthetic, leather • High margin • Sale items • Winter Male / Female Utilization of optional attributes opens the door for far more powerful segmentation The Product Catalog: optional attributes #SMX | #33B | @PurnaVirji
  6. 6. Consider how Apparel House can plan their ad targeting High margin Summer Sale Daypacking The Product Catalog: Powerful eCommerce #SMX | #33B | @PurnaVirji
  7. 7. Product feed not being refreshed Be strategic: apply bids to high converting campaigns Optimizing the feed A major electronics retailer is seeing sub-par product ad performance… what’s happening? Ad groups not segmented appropriatelyTop selling products aren’t consistently selling Stronger bids aren’t resulting in stronger results Slow sales performance across inventory Optimizing product feeds: Best practices #SMX | #33B | @PurnaVirji
  8. 8. Optimizing product feeds: Best practices Campaign organization Campaign Ad group #SMX | #33B | @PurnaVirji
  9. 9. Optimizing product feeds: Best practices Top sellers High margin Sale Limited inventory Campaign Ad group Campaign organization #SMX | #33B | @PurnaVirji
  10. 10. Optimizing product feeds: Best practices • Bids can be applied independently • Targeting adjusted to top geos • Increase budget for top selling products • Monitor low-inventory & move products out Top sellers Campaign Ad group Campaign organization #SMX | #33B | @PurnaVirji
  11. 11. High, low High demand, low demand Optimizing the feed High end, low end, salePrice range Popularity Profit margin Making the most of custom labels Stock level Limited supply Seasonal products Winter clothes, swimwear #SMX | #33B | @PurnaVirji
  12. 12. Loves it! #SMX | #33B | @PurnaVirji
  13. 13. 2. “Don’t be boring and dress cute wherever you go”: Creative optimization
  14. 14. Which ad catches your attention? #SMX | #33B | @PurnaVirji
  15. 15. Which ad catches your attention? #SMX | #33B | @PurnaVirji
  16. 16. Which ad catches your attention? #SMX | #33B | @PurnaVirji
  17. 17. Sometimes you’re just not cute #SMX | #33B | @PurnaVirji
  18. 18. Sometimes you’re just not cute #SMX | #33B | @PurnaVirji
  19. 19. Core creative elements for a shopping ad Image Enhancements Price #SMX | #33B | @PurnaVirji
  20. 20. Show multiple colors Core Creative Elements for a Shopping Ad- Image Show product in use High resolution images #SMX | #33B | @PurnaVirji
  21. 21. Show multiple colors Core Creative Elements for a Shopping Ad- Image #SMX | #33B | @PurnaVirji
  22. 22. Show multiple colors Core Creative Elements for a Shopping Ad- Image Show product in use #SMX | #33B | @PurnaVirji
  23. 23. Show multiple colors Core Creative Elements for a Shopping Ad- Image Show product in use High resolution images #SMX | #33B | @PurnaVirji
  24. 24. Start with regular price Core Creative Elements for a Shopping Ad- Price Add sale price Or price competitively against other ads #SMX | #33B | @PurnaVirji
  25. 25. Core Creative Elements for a Shopping Ad- Price #SMX | #33B | @PurnaVirji
  26. 26. Use local, product reviews and merchant promotions Core Creative Elements for a Shopping Ad- Extensions/Enhancements Use promo text Create more than one ad per ad group #SMX | #33B | @PurnaVirji
  27. 27. Core Creative Elements for a Shopping Ad- Extensions/Enhancements #SMX | #33B | @PurnaVirji
  28. 28. Core Creative Elements for a Shopping Ad- Extensions/Enhancements #SMX | #33B | @PurnaVirji
  29. 29. That’s hot! #SMX | #33B | @PurnaVirji
  30. 30. 3. Hire a team of bodyguards: Defensive strategy
  31. 31. Key defensive strategies Negative keywords Bids and bid modifiers Campaign priority settings #SMX | #33B | @PurnaVirji
  32. 32. Negative keywords save you money #SMX | #33B | @PurnaVirji
  33. 33. Campaign Priority Settings #SMX | #33B | @PurnaVirji
  34. 34. Bids and Bid Modifiers Best seller Low sellerMedium seller #SMX | #33B | @PurnaVirji
  35. 35. Smartphones and tablets “Everything else” Geographic bid modifiers Bids and Bid Modifiers #SMX | #33B | @PurnaVirji
  36. 36. Loves it! #SMX | #33B | @PurnaVirji
  37. 37. Bonus tip: “What’s Wal- Mart? Do they sell walls?”
  38. 38. Unfortunately, misattribution is not hot #SMX | #33B | @PurnaVirji
  39. 39. #SMX | #33B | @PurnaVirji
  40. 40. o Labels are important o Look hot o Hire bodyguards o Find out where to buy walls. Key Takeaways #SMX | #33B | @PurnaVirji
  41. 41. © 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! See you at the next #SMX! @purnavirji

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