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Pubcon 2015: Control Freak Structures for Google Shopping


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Google Shopping is a different beast than search. Here are some ways to structure your account to give you maximum control.

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Pubcon 2015: Control Freak Structures for Google Shopping

  1. 1. #pubcon Google Shopping Campaigns: Crafty Structures, Control Freak Solutions Presented by: Susan Wenograd @SusanEDub
  2. 2. #pubcon Obligatory “Me” Slide. • Dallas. Hot. Flat. • Husband, 4 mo. old daughter, 3 cats, 1 dog. Full house. • PPC. Love it. Get grumpy over it. • Sr. Mgr at Clix Marketing. PPC is our groove. @SusanEDub
  3. 3. #pubcon Managing Paid Search @SusanEDub
  4. 4. #pubcon Managing Shopping @SusanEDub
  5. 5. #pubcon Why? • “Google does a good enough job.” • “My feed is solid, the rest will take care of itself.” • “I don’t get it.” @SusanEDub
  6. 6. #pubcon @SusanEDub
  7. 7. #pubcon Don’t Do This. @SusanEDub
  8. 8. #pubcon Or This. @SusanEDub
  9. 9. #pubcon Or This. (You’ll wind up with this, anyway.) @SusanEDub
  10. 10. #pubcon Let’s Start With the Basics You are bidding on this. Not on this. @SusanEDub
  11. 11. #pubcon Fundamental Issues • Lack of Control • Lack of Structure • Google’s Defaults @SusanEDub
  12. 12. #pubcon Product Groups Mostly Suck. Hey! Let’s go see our Product Group performance in Analytics… JUST KIDDING GUYZ. @SusanEDub
  13. 13. #pubcon Product Groups ARE Good for Benchmarks @SusanEDub
  14. 14. #pubcon Craft Your Structure Craftily • By ROAS • By Top Sellers • By Margin • By Product Types • By Brand Names • By SKUs @SusanEDub
  15. 15. #pubcon Custom Labels, Y’all. You can have up to four custom labels per item in your feed. @SusanEDub 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
  16. 16. #pubcon Divide Up Smartly • Allocate spend • Account for geo-targeting differences • Use Priorities • Negative keyword mirroring @SusanEDub
  17. 17. #pubcon Negative Keywords, Y’all. Craft your negative keyword strategy to help matching further. @SusanEDub Campaign/Ad Group: Brand or SKU, etc All Other Campaigns/Ad Groups: Brand or SKU as a negative keyword
  18. 18. #pubcon Case Study: ROAS Division @SusanEDub - High vs. Low ROAS Campaigns - Geographical modifiers
  19. 19. #pubcon “But I still have no control over query matching” • Meet Martin Roettgerding. Follow him on Twitter @bloomarty. The guy is awesome at Shopping. • Also meet Kirk Williams. Follow him, too @PPCKirk. @SusanEDub
  20. 20. #pubcon Query-Level Bidding Simulation • Funneling brand queries • Funneling general queries • Funneling SKU queries @SusanEDub
  21. 21. #pubcon The Tenets of Query-Funneling @SusanEDub
  22. 22. #pubcon Use These Like So. @SusanEDub
  23. 23. #pubcon @SusanEDub
  24. 24. #pubcon Ok, Fancypants. Does It Work? @SusanEDub
  25. 25. #pubcon Does it always work? • Slow build. • Restructuring should be done slowly. • You will have to experiment with your bids. • May not help CPA, depending on whether industry is brand name/SKU heavy in nature. @SusanEDub
  26. 26. #pubcon Try All the Betazz: Target ROAS @SusanEDub
  27. 27. #pubcon Target by ROAS Learnings • Scale is required to make it work. • Stable account history. • Beware of volume decreases to hit ROAS. @SusanEDub
  28. 28. #pubcon Wrap Up & Bonus Reading • Shopping is one ginormous Broad Match campaign. Behave, structure, and plan accordingly. • Think through creative ways to funnel keyword matching and craft your structure to help it happen. (Marty’s way: • Experiment with keyword-level bids (want your brain to explode? @SusanEDub
  29. 29. #pubcon Find Me to Chat or Ask Questions! @SusanEDub