The document provides 5 tips for increasing ROI on Google Shopping campaigns: 1) Choose the right metric like ROAS or ROI instead of CPC, 2) Use a granular campaign structure down to the SKU level with consideration for query intent, 3) Allocate budgets intelligently across devices based on performance, 4) Go beyond standard bidding algorithms by incorporating data from Google Analytics, and 5) Use sophisticated audience segmentation like RLSA (Reach, Loyalty, Spend, Affinity) beyond standard or basic audiences.
29. #MM17PL
Standard bidding method limitations
1.Need lots of data to work (not good for smaller clients)
2.Need training time, which means training $$$
3.Do not take into account other forms of value (profit,
offline, etc)
35. #MM17PL
By segmenting and customizing we can get better performance
Non-visitor
Bid 0.07
Returning visitor
Bid 0.14
Customer
Bid 0.21
(CR 0.7%) (CR 1.2%) (CR 2.8%)
36. #MM17PL
3 audiences, however, is not enough these days
Standard audiences
●All visitors
●Cart abandoners
●Converters
●“Smart lists”
Advanced audiences
Combination of dimensions below
●Intent (all, view, cart, purchase)
●Duration (1, 3, 7, 14, 30, 30+)
Special lists
●CRM targeting (all past customers, RFM segments from our lists)
●High potential lists (viewed top products, visited X times)
37. #MM17PL
1.Choose the right metric
2.Setup a granular campaign structure
3.Implement intelligent device budget allocation
4.Go beyond standard bidding algorithms
5.Use RLSA
Summary