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I Don’t Know How to Run Shopping Ads
And at this Point I’m Too Afraid to Ask
Kirk Williams
@ppckirk
1,279 KM = MONTANA
1,271 KM = LONDON TO LIEZEN
€ 26T EUR
http://bit.ly/global-ecom-20
…LOL… except not.
Grocery (€ 622B EUR)
Real-Estate (€ 193T EUR)
Automobile Sales (€ 4T EUR)
…Services?! (€ LOTSA EUR)
…ALSO, 6.2B
PEOPLE NOT
CURRENTLY
ONLINE
WHY SHOPPING ADS?
src: Merkle Q2 2019 Report
LEARN
INBOUND
ATTENDEE
BREAKDOWN
Ecommerce
PPC
Practitioners
(3.8%)
LEARN
INBOUND
ATTENDEE
BREAKDOWN
FOR THE 3.8%…
bit.ly/shopping-ads-help
WHERE DO
SHOPPING ADS
APPEAR?
DESKTOP
RHS
M
O
B
I
L
E
SHOPPING
TAB
IMAGE TAB
YOUTUBE
LOCAL
INVENTORY
ADS
JUST THE BEGINNING… THROUGH
SHOPPING ACTIONS
FEED SETUP
Hi, I’m
Feedy.
It looks like
you’re trying to
create a feed.
• Small feed/team?
Use a Google
• Large feed? Use
your dev team or a
feed provider.
What about those pesky item disapprovals?
Google Policy Filter Levels:
Train Them to Leave You Alone.
Microsoft Advertising?
Easy GMC Feed Import, FTW
“Uhh, we’re too busy to optimize all fields…
… how are you?”
3 Key Fields for Optimization
•Title
 Identify the ideal title
formula for your products
Tips & Tricks:
+ + + 10
Brand Gender Product Name
Size
 Use keyword/search
terms research to
define new title tests
Me talking to SEOer’s
About KW Research.
That’s no guess…
It’s actual data.
Use Feed Rules
to Test Titles
•Product Type
Send Key Product
Attributes Through
Product Type to Give
Google Contextual
Signals.
Couches > Netflix Couches > Leather Co...
•Price
of US online shoppers rank price
“very/extremely influential” in
purchase decision.
MEET
HAROLD.
HAROLD LIKES
TO CLICK ON
YOUR
SHOPPING
ADS…
EVEN WHEN
YOUR PRICE
STINKS.
TAKE THAT, HAROLD.
CAMPAIGN
SETUP
MAX CPC = €0.50
👉 Product Type
👉 Product Brand
👉 Custom Labels
(Pricepoint or
Top Performers)
Wisely
Segmen
t,
You
Must
Demand Creation - TOFU Queries - €0.25
Demand Capture - BOFU Queries - €1.00
TIME CONSUMING BUILDS?
USE
DATA TRANSPARENCY
Want Data?
“Not on Google’s pitch.”
@PPCKIRK | ZATO #LEARNINBOUND | DUBLIN | AUG 2019
@PPCKIRK | ZATO #LEARNINBOUND | DUBLIN | AUG 2019
MACHINE
LEARNING
VOLATILITY
@PPCKIRK | ZATO #LEARNINBOUND | DUBLIN | AUG 2019
SOLUTION?
Better Together!
SMART
- Top Products
- Clearance Products
LEGACY
- Group Wisely
- Bid By Query
some of our clients
Kirk Williams - How Shopping Ads Work in 2019
Kirk Williams - How Shopping Ads Work in 2019
Kirk Williams - How Shopping Ads Work in 2019
Kirk Williams - How Shopping Ads Work in 2019
Kirk Williams - How Shopping Ads Work in 2019
Kirk Williams - How Shopping Ads Work in 2019
Kirk Williams - How Shopping Ads Work in 2019
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Kirk Williams - How Shopping Ads Work in 2019

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Kirk Williams' slides from Learn Inbound 2019.

"I Don't Know How to Run Shopping Ads, and At This Point I'm Too Afraid To Ask"

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Kirk Williams - How Shopping Ads Work in 2019

  1. 1. I Don’t Know How to Run Shopping Ads And at this Point I’m Too Afraid to Ask Kirk Williams @ppckirk
  2. 2. 1,279 KM = MONTANA
  3. 3. 1,271 KM = LONDON TO LIEZEN
  4. 4. € 26T EUR http://bit.ly/global-ecom-20
  5. 5. …LOL… except not. Grocery (€ 622B EUR) Real-Estate (€ 193T EUR) Automobile Sales (€ 4T EUR) …Services?! (€ LOTSA EUR)
  6. 6. …ALSO, 6.2B PEOPLE NOT CURRENTLY ONLINE
  7. 7. WHY SHOPPING ADS? src: Merkle Q2 2019 Report
  8. 8. LEARN INBOUND ATTENDEE BREAKDOWN
  9. 9. Ecommerce PPC Practitioners (3.8%) LEARN INBOUND ATTENDEE BREAKDOWN
  10. 10. FOR THE 3.8%… bit.ly/shopping-ads-help
  11. 11. WHERE DO SHOPPING ADS APPEAR?
  12. 12. DESKTOP
  13. 13. RHS
  14. 14. M O B I L E
  15. 15. SHOPPING TAB
  16. 16. IMAGE TAB
  17. 17. YOUTUBE
  18. 18. LOCAL INVENTORY ADS
  19. 19. JUST THE BEGINNING… THROUGH SHOPPING ACTIONS
  20. 20. FEED SETUP
  21. 21. Hi, I’m Feedy. It looks like you’re trying to create a feed.
  22. 22. • Small feed/team? Use a Google • Large feed? Use your dev team or a feed provider.
  23. 23. What about those pesky item disapprovals?
  24. 24. Google Policy Filter Levels: Train Them to Leave You Alone.
  25. 25. Microsoft Advertising? Easy GMC Feed Import, FTW
  26. 26. “Uhh, we’re too busy to optimize all fields… … how are you?”
  27. 27. 3 Key Fields for Optimization
  28. 28. •Title  Identify the ideal title formula for your products Tips & Tricks:
  29. 29. + + + 10 Brand Gender Product Name Size
  30. 30.  Use keyword/search terms research to define new title tests Me talking to SEOer’s About KW Research.
  31. 31. That’s no guess… It’s actual data.
  32. 32. Use Feed Rules to Test Titles
  33. 33. •Product Type
  34. 34. Send Key Product Attributes Through Product Type to Give Google Contextual Signals. Couches > Netflix Couches > Leather Couches > Red
  35. 35. •Price
  36. 36. of US online shoppers rank price “very/extremely influential” in purchase decision.
  37. 37. MEET HAROLD. HAROLD LIKES TO CLICK ON YOUR SHOPPING ADS… EVEN WHEN YOUR PRICE STINKS.
  38. 38. TAKE THAT, HAROLD.
  39. 39. CAMPAIGN SETUP
  40. 40. MAX CPC = €0.50
  41. 41. 👉 Product Type 👉 Product Brand 👉 Custom Labels (Pricepoint or Top Performers) Wisely Segmen t, You Must
  42. 42. Demand Creation - TOFU Queries - €0.25 Demand Capture - BOFU Queries - €1.00
  43. 43. TIME CONSUMING BUILDS? USE
  44. 44. DATA TRANSPARENCY Want Data? “Not on Google’s pitch.”
  45. 45. @PPCKIRK | ZATO #LEARNINBOUND | DUBLIN | AUG 2019
  46. 46. @PPCKIRK | ZATO #LEARNINBOUND | DUBLIN | AUG 2019
  47. 47. MACHINE LEARNING VOLATILITY @PPCKIRK | ZATO #LEARNINBOUND | DUBLIN | AUG 2019
  48. 48. SOLUTION? Better Together!
  49. 49. SMART - Top Products - Clearance Products LEGACY - Group Wisely - Bid By Query
  50. 50. some of our clients

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