The document discusses the complexities of running shopping ads and highlights various strategies for optimizing ad campaigns, including feed setup and effective title formulation. It emphasizes the importance of product pricing and contextual signals for better ad performance. Additionally, it notes the significant number of people not currently online and provides insights on demand generation and capture strategies.

1. I Don’t Know How to Run Shopping Ads
And at this Point I’m Too Afraid to Ask
Kirk Williams
@ppckirk

2. 1,279 KM = MONTANA

3. 1,271 KM = LONDON TO LIEZEN

4. € 26T EUR
http://bit.ly/global-ecom-20

5. …LOL… except not.
Grocery (€ 622B EUR)
Real-Estate (€ 193T EUR)
Automobile Sales (€ 4T EUR)
…Services?! (€ LOTSA EUR)

6. …ALSO, 6.2B
PEOPLE NOT
CURRENTLY
ONLINE

7. WHY SHOPPING ADS?
src: Merkle Q2 2019 Report

9. LEARN
INBOUND
ATTENDEE
BREAKDOWN

10. Ecommerce
PPC
Practitioners
(3.8%)
LEARN
INBOUND
ATTENDEE
BREAKDOWN

11. FOR THE 3.8%…
bit.ly/shopping-ads-help

12. WHERE DO
SHOPPING ADS
APPEAR?

13. DESKTOP

14. RHS

15. M
O
B
I
L
E

16. SHOPPING
TAB

17. IMAGE TAB

18. YOUTUBE

19. LOCAL
INVENTORY
ADS

20. JUST THE BEGINNING… THROUGH
SHOPPING ACTIONS

21. FEED SETUP

24. Hi, I’m
Feedy.
It looks like
you’re trying to
create a feed.

25. • Small feed/team?
Use a Google
• Large feed? Use
your dev team or a
feed provider.

26. What about those pesky item disapprovals?

27. Google Policy Filter Levels:
Train Them to Leave You Alone.

28. Microsoft Advertising?
Easy GMC Feed Import, FTW

29. “Uhh, we’re too busy to optimize all fields…
… how are you?”

30. 3 Key Fields for Optimization

31. •Title
 Identify the ideal title
formula for your products
Tips & Tricks:

32. + + + 10
Brand Gender Product Name
Size

33.  Use keyword/search
terms research to
define new title tests
Me talking to SEOer’s
About KW Research.

34. That’s no guess…
It’s actual data.

35. Use Feed Rules
to Test Titles

36. •Product Type

37. Send Key Product
Attributes Through
Product Type to Give
Google Contextual
Signals.
Couches > Netflix Couches > Leather Couches > Red

38. •Price

39. of US online shoppers rank price
“very/extremely influential” in
purchase decision.

40. MEET
HAROLD.
HAROLD LIKES
TO CLICK ON
YOUR
SHOPPING
ADS…
EVEN WHEN
YOUR PRICE
STINKS.

42. TAKE THAT, HAROLD.

43. CAMPAIGN
SETUP

45. MAX CPC = €0.50

46. 👉 Product Type
👉 Product Brand
👉 Custom Labels
(Pricepoint or
Top Performers)
Wisely
Segmen
t,
You
Must

47. Demand Creation - TOFU Queries - €0.25
Demand Capture - BOFU Queries - €1.00

49. TIME CONSUMING BUILDS?
USE

51. DATA TRANSPARENCY
Want Data?
“Not on Google’s pitch.”

52. @PPCKIRK | ZATO #LEARNINBOUND | DUBLIN | AUG 2019

53. @PPCKIRK | ZATO #LEARNINBOUND | DUBLIN | AUG 2019

54. MACHINE
LEARNING
VOLATILITY
@PPCKIRK | ZATO #LEARNINBOUND | DUBLIN | AUG 2019

55. SOLUTION?
Better Together!

56. SMART
- Top Products
- Clearance Products
LEGACY
- Group Wisely
- Bid By Query

57. some of our clients