This document discusses optimization strategies for Google Shopping campaigns. It recommends optimizing product feeds for completeness, relevance and compliance. It also recommends structuring campaigns using product categories and groups to better target ads. Bids should be set based on ROAS goals and benchmark data. Regularly analyzing search query data can help identify missing products or opportunities in other campaigns. Tools like the Vallaeys Shopping Efficiency score can help assess structure and bidding.
I shared some insider tips for AdWords ad optimization at SES NYC. Topics included:
Longer ad headlines
Dynamic ads with keyword insertion, ad params, and dynamic search ads
Ads Sitelinks - including how to measure the performance of individual sitelinks
Social Extensions for Ads
Tracking performance with ValueTrack
Confluence Conference - New to Google Shopping? From Setup to StrategyKirk Williams
In this comprehensive conference session given in Oklahoma City, Kirk Williams (PPCKirk) of ZATO gives best practices of Bing Ads and Google AdWords Shopping Ads, from getting started to more advanced strategies.
Alexandra Tachalova (SEMrush) - Your Perfect AdWords StrategyeCommerce_Day
So finden Sie die besten AdWords Keywords für Ihre Werbeanzeigen auf Google.
Außerdem: Wie werden Rückschlüsse auf die Anzeigenqualität aus dem Besucherverhalten gezogen?
Vortrag vom Hitmeister e-Commerce Day 2014:
http://www.hitmeister.de/ecommerceday/videos/your-perfect-adwords-strategy/
Google shopping q4 webinar jason bell and se mrushsemrush_webinars
Google Shopping consistently proves itself as a top-performing advertising channel for retailers during the busy holiday shopping season. The program is anticipating more advertisers and more spend this year than ever before.
This presents a problem: With more competition, how can you take a more aggressive approach while maintaining – if not improving – profitability? This thorough, practical course will walk through the most pertinent Shopping strategies that sophisticated retail Marketing Managers should test for the high-traffic season.
Google Shopping is one of the most talked about AdWords features at the moment but if you don't know what you are doing, you can waste a lot of budget and not get the ROI you were expecting.
In this presentation from BrightonSEO in 2015, you will find lots of tips and advice for making the most out of this platform and really competing in this competitive space.
Awesome Reporting for Winning at PPC #HeroConfKoozai
Whether you are a seasoned PPC pro or you are just getting started, you need to be reporting like a rockstar. Understanding the data you are presented with is paramount when it comes to paid search; the decisions you make need to be informed and backed with stats. There really is no need for the guessing game with all the tools available to us. You'll learn:
- How to report findings in an actionable, specific way to each type of audience (colleague, boss, client, potential client).
- Ways to use Google AdWords, Google Analytics and Excel in partnership to get the most out of your data.
- Why it's beneficial to use audit checklists.
I shared some insider tips for AdWords ad optimization at SES NYC. Topics included:
Longer ad headlines
Dynamic ads with keyword insertion, ad params, and dynamic search ads
Ads Sitelinks - including how to measure the performance of individual sitelinks
Social Extensions for Ads
Tracking performance with ValueTrack
Confluence Conference - New to Google Shopping? From Setup to StrategyKirk Williams
In this comprehensive conference session given in Oklahoma City, Kirk Williams (PPCKirk) of ZATO gives best practices of Bing Ads and Google AdWords Shopping Ads, from getting started to more advanced strategies.
Alexandra Tachalova (SEMrush) - Your Perfect AdWords StrategyeCommerce_Day
So finden Sie die besten AdWords Keywords für Ihre Werbeanzeigen auf Google.
Außerdem: Wie werden Rückschlüsse auf die Anzeigenqualität aus dem Besucherverhalten gezogen?
Vortrag vom Hitmeister e-Commerce Day 2014:
http://www.hitmeister.de/ecommerceday/videos/your-perfect-adwords-strategy/
Google shopping q4 webinar jason bell and se mrushsemrush_webinars
Google Shopping consistently proves itself as a top-performing advertising channel for retailers during the busy holiday shopping season. The program is anticipating more advertisers and more spend this year than ever before.
This presents a problem: With more competition, how can you take a more aggressive approach while maintaining – if not improving – profitability? This thorough, practical course will walk through the most pertinent Shopping strategies that sophisticated retail Marketing Managers should test for the high-traffic season.
Google Shopping is one of the most talked about AdWords features at the moment but if you don't know what you are doing, you can waste a lot of budget and not get the ROI you were expecting.
In this presentation from BrightonSEO in 2015, you will find lots of tips and advice for making the most out of this platform and really competing in this competitive space.
Awesome Reporting for Winning at PPC #HeroConfKoozai
Whether you are a seasoned PPC pro or you are just getting started, you need to be reporting like a rockstar. Understanding the data you are presented with is paramount when it comes to paid search; the decisions you make need to be informed and backed with stats. There really is no need for the guessing game with all the tools available to us. You'll learn:
- How to report findings in an actionable, specific way to each type of audience (colleague, boss, client, potential client).
- Ways to use Google AdWords, Google Analytics and Excel in partnership to get the most out of your data.
- Why it's beneficial to use audit checklists.
Paid Search Monitoring: Uncover the Threats Lurking in Your CampaignsTinuiti
Trademark bidders can reduce your search traffic, inflate your marketing costs, and even mislead your customers — If you’re a brand and looking to protect your most valuable traffic, join CPC Strategy & BrandVerity for this webinar.
At the MnSearch Snippet #18 event held at Spyder Trap in Minneapolis, MN on February 25, 2015, Jason Stinnett presented his slidedeck "Auditing Adwords To Exceed Your Goals".
Join CPC Strategy & Bronto for a co-hosted webinar that will dive into prominent customer acquisition strategies & how you can maintain long-term profitability through email marketing.
Turning Google Analytics into a Webmaster's Tool Box - Brighton SEO - April 2013Koozai
Anna Lewis highlights the various ways in which Google Analytics can be used by Webmasters to review important data and make more informed decisions about their website in order to improve results.
For more information visit http://www.koozai.com
Paid Search Reporting And Analytics (SES London 2014)Koozai
We look at how to connect Google AdWords and Google Analytics to improve your Paid Search reporting. With a focus on tagging and linking data, attribution modelling, custom reporting and conversion tracking.
Including a list of useful reports and free dashboards.
Top 10 Google Shopping Mistakes Draining Your Budget & How To Fix Them TodayNick Cotter
Whether you’re just getting started or you’ve been using the program since its early days–no one is exempt from making mistakes on Google Shopping.
However, there are ways to reduce those mistakes that end with unapproved products, low impressions & especially a low return on investment.
How to Effectively Target Search Queries in Google Shopping CampaignsTinuiti
Google Shopping success has always been dependent on data feed quality and a smart product-level bidding approach, but Search Query/Keyword Targeting was never considered a real strategic possibility.
That has changed, where we’ve developed unique methods to explicitly target the queries that are most valuable to your business – allowing advertisers to amplify their profitability through the Google Shopping channel.
Google Ads Updates Guide 2020: The best GuidePPCexpo
Google Ads Updates Guide 2020 The best Guide:
As we move into 2020, the leading search engine in the world continues to evolve to provide a better service for consumers, marketers, and search engine optimization (SEO) professionals. In this article, we’ll explore the top Google Ads updates, looking at the significant changes on the platform over the past year.
Join leading industry PPC experts, CPC Strategy, & leading predictive lifecycle marketing experts at Windsor Circle as they showcase proven strategies to acquire & retain customers at a more efficient & cheaper cost.
Google adwords is one of the most popular internet marketing platforms in the world. Unfortunately, many people are missing out on potential ROI because there campaigns and ads aren't set up properly.
This slideshare is a beginners guide to setting up adwords campaigns. There is some adwords keyword strategy discussed and some helpful tips on landing page optimization.
1:Introduction - Traditional Search (how pages in web can be searched, what are issues of Traditional Search, what was company doing when paid search not there, what happened next, What is Paid Search - basics, some gyan on history)
2: Introduction of Paid Search - (business size of paid search, Benefits of Paid search, few example, screens, trust by company/users )
3: Case Study/Success story of paid search ( case about few companies, how it was doing, how its sales benefited after paid search)
4: Technology in Paid Search ( Technology in paid search, How it works, auction mechanism, Layers in Internet, fake click)
5: Future : ( Latest trends in Paid search, mobile ads, app stores)
How to Attract Quality Web Traffic & Leads with InstagramAffiliate Summit
This presentation is from Affiliate Summit East 2015 (August 2-4, 2015 in New York, NY). Session description: Instagram is a powerful platform for marketing today. Businesses are using it right now to get quality web traffic, leads, and sales. This session will teach you the insider secrets of how to do it.
Report :: 7 Brands Generating More Engagement on Instagram than on FacebookZuum
Coca-Cola, Oreo, Chevrolet, Red Bull, Burberry, Maybelline and Calvin Klein. See what some of the biggest brands in social media are doing to generate high engagement on Instagram.
Paid Search Monitoring: Uncover the Threats Lurking in Your CampaignsTinuiti
Trademark bidders can reduce your search traffic, inflate your marketing costs, and even mislead your customers — If you’re a brand and looking to protect your most valuable traffic, join CPC Strategy & BrandVerity for this webinar.
At the MnSearch Snippet #18 event held at Spyder Trap in Minneapolis, MN on February 25, 2015, Jason Stinnett presented his slidedeck "Auditing Adwords To Exceed Your Goals".
Join CPC Strategy & Bronto for a co-hosted webinar that will dive into prominent customer acquisition strategies & how you can maintain long-term profitability through email marketing.
Turning Google Analytics into a Webmaster's Tool Box - Brighton SEO - April 2013Koozai
Anna Lewis highlights the various ways in which Google Analytics can be used by Webmasters to review important data and make more informed decisions about their website in order to improve results.
For more information visit http://www.koozai.com
Paid Search Reporting And Analytics (SES London 2014)Koozai
We look at how to connect Google AdWords and Google Analytics to improve your Paid Search reporting. With a focus on tagging and linking data, attribution modelling, custom reporting and conversion tracking.
Including a list of useful reports and free dashboards.
Top 10 Google Shopping Mistakes Draining Your Budget & How To Fix Them TodayNick Cotter
Whether you’re just getting started or you’ve been using the program since its early days–no one is exempt from making mistakes on Google Shopping.
However, there are ways to reduce those mistakes that end with unapproved products, low impressions & especially a low return on investment.
How to Effectively Target Search Queries in Google Shopping CampaignsTinuiti
Google Shopping success has always been dependent on data feed quality and a smart product-level bidding approach, but Search Query/Keyword Targeting was never considered a real strategic possibility.
That has changed, where we’ve developed unique methods to explicitly target the queries that are most valuable to your business – allowing advertisers to amplify their profitability through the Google Shopping channel.
Google Ads Updates Guide 2020: The best GuidePPCexpo
Google Ads Updates Guide 2020 The best Guide:
As we move into 2020, the leading search engine in the world continues to evolve to provide a better service for consumers, marketers, and search engine optimization (SEO) professionals. In this article, we’ll explore the top Google Ads updates, looking at the significant changes on the platform over the past year.
Join leading industry PPC experts, CPC Strategy, & leading predictive lifecycle marketing experts at Windsor Circle as they showcase proven strategies to acquire & retain customers at a more efficient & cheaper cost.
Google adwords is one of the most popular internet marketing platforms in the world. Unfortunately, many people are missing out on potential ROI because there campaigns and ads aren't set up properly.
This slideshare is a beginners guide to setting up adwords campaigns. There is some adwords keyword strategy discussed and some helpful tips on landing page optimization.
1:Introduction - Traditional Search (how pages in web can be searched, what are issues of Traditional Search, what was company doing when paid search not there, what happened next, What is Paid Search - basics, some gyan on history)
2: Introduction of Paid Search - (business size of paid search, Benefits of Paid search, few example, screens, trust by company/users )
3: Case Study/Success story of paid search ( case about few companies, how it was doing, how its sales benefited after paid search)
4: Technology in Paid Search ( Technology in paid search, How it works, auction mechanism, Layers in Internet, fake click)
5: Future : ( Latest trends in Paid search, mobile ads, app stores)
How to Attract Quality Web Traffic & Leads with InstagramAffiliate Summit
This presentation is from Affiliate Summit East 2015 (August 2-4, 2015 in New York, NY). Session description: Instagram is a powerful platform for marketing today. Businesses are using it right now to get quality web traffic, leads, and sales. This session will teach you the insider secrets of how to do it.
Report :: 7 Brands Generating More Engagement on Instagram than on FacebookZuum
Coca-Cola, Oreo, Chevrolet, Red Bull, Burberry, Maybelline and Calvin Klein. See what some of the biggest brands in social media are doing to generate high engagement on Instagram.
In this slide show, the team at Green & Red Technologies walks you through paid search ads and paid display marketing (Both on google and with local ad networks).
Social Media Advertising Overview: Facebook, Twitter & LinkedInCrackerjack Marketing
Do you want to use social advertising for your B2B business but you don't know where to start? This presentation provides an overview of the top three social advertising platforms: Facebook, Twitter and LinkedIn.
Event Hacks: 6 Instagram-worthy photo moments for your next eventPeatix
Let your event do the talking with a solid Instagram marketing strategy. Craft experiences around your event that's worth a shot or two on Instagram and you'll be able to leverage on your attendee's social reach. Read on for 6 awesome photo-ops at your next event.
Get the ultimate toolkit to crafting engaging events for your community at http://ptix.co/2bX60nb
Follow us for more event marketing #peatips and #eventhacks.
Automating AdWords: The Tools Your Competitors Wish You Didn't Know AboutConvirza
Fred Vallaeys was an early Google employee who helped create many of the AdWords features still in use today.In this webinar he'll discuss:
- Specific AdWords automation rules...and things NOT to do
- AdWords scripts...how to set them up and what they can do
- Precise bidding strategies that you can use to gain an advantage over your competition
- The 3 most powerful automations at use in AdWords today. Each takes only minutes to create, costs nothing to use, but will boost your PPC results
Bid Automation
Only Google can set the bids at the time. It is important to use them and try and find the best way to set your prices. Use the dashboard to figure out the best practices.
Set up an action item. This will make it easier to automate the process by telling Google what to do. Make sure to understand what you're automating, or it may get confusing.
AdWords Scripts
AdWords Scripts allow you to to schedule and automate through code. These scripts can talk to your external data sources to be most effective. Some examples are to use it through Google Tasks, Docs, and Calendar. They can be used for A/B testing, reports, and for creating campaigns. There are several steps to creating a script, but it is worth it.
If you're selling products online, you need to see this webinar.
Whether you're looking to create Google Shopping Ads from scratch, or maximize results with existing ones, this live webinar is for you.
Attendees will walk away knowing:
- How to set up top performing Google Shopping campaigns
- What do with all your product data
- Best Practices for Google Shopping based on industry benchmarks
This is one webinar you'll definitely want to 'check out'.
Performance Max has brought a boost in ROAS however, this comes with less control and fewer insights into where this performance comes from. Using scripts and exclusions, there are steps you can take to see more accurate metrics in PMax performance and see optimal performance.
Paid Search Tips - SMX Israel 2015 - Mark GinsbergMark Ginsberg
Slides from the paid search tips session at SMX Israel in Jerusalem, Nov. 1 2015. The slides cover advanced reports in the Google Adwords Dimensions Tab and methods for refining and improving Google Shopping campaigns.
In this presentation, Optmyzr’s Fred Vallaeys and Hanapin’s Jeff Baum will analyze the upcoming features in the Google Ads platform and provide you with helpful strategies to implement and see the beneficial impact!
SMX Munich 2018 - In A Nutshell: Advanced Shopping CampaignsLiam Wade
In this fast-paced presentation, I ran (very quickly) through 3 businesses can use to scale their Shopping efforts more effectively. Making better bidding decisions for Shopping campaigns using a combination of these 3 approaches:
- Contextual Feeds
- Proactive RLSAs
- Search Query Sculpting (Advanced)
Thanks for having me SMX!
Learn strategies you can implement to ensure business growth and get as much as possible out of your budget.
You'll learn:
- How to utilize search partner and display ads the right way.
- How to segment your target audience for effective reach.
- How to understand and improve your ad campaign structure.
This presentation was given by Jeff Sauer on 10/19/2012 to the Midwest Marketers Group of E-Commerce and Catalog Marketers. The presentation was held in Minneapolis and covered four major topics:
* Advanced PPC Tactics
* Self PPC Management Tips
* How to get the most out of your PPC Agency?
* How to become a better client to PPC agencies
SMM Cheap - No. 1 SMM panel in the worldsmmpanel567
Boost your social media marketing with our SMM Panel services offering SMM Cheap services! Get cost-effective services for your business and increase followers, likes, and engagement across all social media platforms. Get affordable services perfect for businesses and influencers looking to increase their social proof. See how cheap SMM strategies can help improve your social media presence and be a pro at the social media game.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
Everyone knows the power of stories, but when asked to come up with them, we struggle. Either we second guess ourselves as to the story's relevance, or we just come up blank and can't think of any. Unlocking Everyday Narratives: The Power of Storytelling in Marketing will teach you how to recognize stories in the moment and to recall forgotten moments that your audience needs to hear.
Key Takeaways:
Understand Why Personal Stories Connect Better
How To Remember Forgotten Stories
How To Use Customer Experiences As Stories For Your Brand
Monthly Social Media News Update May 2024Andy Lambert
TL;DR. These are the three themes that stood out to us over the course of last month.
1️⃣ Social media is becoming increasingly significant for brand discovery. Marketers are now understanding the impact of social and budgets are shifting accordingly.
2️⃣ Instagram’s new algorithm and latest guidance will help us maintain organic growth. Instagram continues to evolve, but Reels remains the most crucial tool for growth.
3️⃣ Collaboration will help us unlock growth. Who we work with will define how fast we grow. Meta continues to evolve their Creator Marketplace and now TikTok are beginning to push ‘collabs’ more too.
5 big bets to drive growth in 2024 without one additional marketing dollar AND how to adapt to the biggest shifting eCommerce trend- AI.
1) Romance Your Customers - Retention
2) ‘Alternative’ Lead Gen - Advocacy
3) The Beautiful Basics - Conversion Rate Optimization
4) Land that Bottom Line - Profitability
5) Roll the Dice - New Business Models
10 Video Ideas Any Business Can Make RIGHT NOW!
You'll never draw a blank again on what kind of video to make for your business. Go beyond the basic categories and truly reimagine a brand new advanced way to brainstorm video content creation. During this masterclass you'll be challenged to think creatively and outside of the box and view your videos through lenses you may have never thought of previously. It's guaranteed that you'll leave with more than 10 video ideas, but I like to under-promise and over-deliver. Don't miss this session.
Key Takeaways:
How to use the Video Matrix
How to use additional "Lenses"
Where to source original video ideas
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
The What, Why & How of 3D and AR in Digital CommercePushON Ltd
Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail.
Previously the founder and Tech and Innovation Director of Creative Content Works working with the likes of Next, John Lewis and JD Sport, he now helps retailers, brands and agencies solve challenges of applying the emerging technologies 3D, AR, VR and Gen AI to real-world problems.
In this webinar, Vladimir will be covering the following topics:
Applications of 3D and AR in Digital Commerce,
Benefits of 3D and AR,
Tools to create, manage and publish 3D and AR in Digital Commerce.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
First Things First: Building and Effective Marketing Strategy
Too many companies (and marketers) jump straight into activation planning without formalizing a marketing strategy. It may seem tedious, but analyzing the mindset of your targeted audiences and identifying the messaging points most likely to resonate with them is time well spent. That process is also a great opportunity for marketers to collaborate with sales leaders and account managers on a galvanized go-to-market approach. I’ll walk you through the methods and tools we use with our clients to ensure campaign success.
Key Takeaways:
-Recognize the critical role of strategy in marketing
-Learn our approach for building an actionable, effective marketing strategy
-Receive templates and guides for developing a marketing strategy
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
For too many years marketing and sales have operated in silos...while in some forward thinking companies, the two organizations work together to drive new opportunity development and revenue. This session will explore the lessons learned in that beautiful dance that can occur when marketing and sales work together...to drive new opportunity development, account expansion and customer satisfaction.
No, this is not a conversation about MQLs and SQLs. Instead we will focus on a framework that allows the two organizations to drive company success together.
Marketing as a Primary Revenue Driver - Lee Levitt
Google Shopping Ads
1. Google Confidential and Proprietary 11@SiliconVallaeys @Optmyzr
Frederick Vallaeys | @SiliconVallaeys
CEO | Optmyzr
Google Shopping Ads
2. Google Confidential and Proprietary 22@SiliconVallaeys @Optmyzr
Optmyzr
• Google AdWords Tools for
Advertisers, Consultants, and
Agencies.
• Tools to make it easier to run
profitable advertising
campaigns.
4. Google Confidential and Proprietary 44@SiliconVallaeys @Optmyzr
Retailers Increase Reliance on Shopping Ads
• 47% growth in ad spending on PLAs YoY (Q4-14)
• 35% of ad clicks for retailers in Q1-15 came from PLAs
• Rise in competition = Rise in auction CPCs
Sources: http://www.emarketer.com/Article/Retailers-Increase-Reliance-on-PLAs/1012022
http://www.rimmkaufman.com/content/quarterly/Merkle-RKG-Q1-2015-DMR.pdf
5. Google Confidential and Proprietary 55@SiliconVallaeys @Optmyzr
From Product Feed to Shopping Ad
Feed Optimization AdWords Optimization
6. Google Confidential and Proprietary 66@SiliconVallaeys @Optmyzr
Feed Optimization
Compliance
Completeness
Relevance
7. Google Confidential and Proprietary 77@SiliconVallaeys @Optmyzr
Feed Compliance
• Don’t include
restricted products
• Don’t overlay text on
images
• Keep inventory and
prices updated
8. Google Confidential and Proprietary 88@SiliconVallaeys @Optmyzr
Feed Relevance: SEO for Feeds
• Title
– Target 70 characters
– Front load the most important words
• Description
– Normalize colors and
other attributes
• Images
– High Quality
• Product ID and Categorization
– Helps Google know what your product is, and what queries it might map to
– Google uses your internal product ID to save history (and Quality Score)
9. Google Confidential and Proprietary 99@SiliconVallaeys @Optmyzr
Feed Optimization: Make Your Ads Stand Out
1. Include a special offer with a
Promotions Feed
2. Pick an image that stands out
10. Google Confidential and Proprietary 1010@SiliconVallaeys @Optmyzr
AdWords Optimization
Structure
Bids
Queries
11. Google Confidential and Proprietary 1111@SiliconVallaeys @Optmyzr
First Forget What You Know About AdWords
• There are NO keywords!
• In a Shopping campaign, you are automatically eligible to show ads
for every product you sell, simply by making a campaign
12. Google Confidential and Proprietary 1212@SiliconVallaeys @Optmyzr
Add Structure With Product Groups
• Use Product Groups to create
groupings to exclude or set
different bids for
• Segment your inventory by criteria
from the feed:
– Product category (5 levels)
– Product type (5 levels)
– Brand
– Condition
– Item ID
– Custom labels (5)
All Products
Appliances
Microwaves
Best
sellers
13. Google Confidential and Proprietary 1313@SiliconVallaeys @Optmyzr
Account Structure Still Matters
Campaigns
• Budgets
• Geo bid modifiers
• Dayparting bid adjustments
Ad Groups
• Device bid adjustments
• Negative keywords
14. Google Confidential and Proprietary 1414@SiliconVallaeys @Optmyzr
The Right Account Architecture
• Mimic the categorization used on your site
• Don’t put a product into more than one
group for campaigns with the same priority
You can restructure and all
your stats will be preserved
15. Google Confidential and Proprietary 1515@SiliconVallaeys @Optmyzr
Avoid Duplicate Product Targets
Campaign: Style
AG: Long Sleeve
KW: long sleeve tshirts
KW: long sleeve shirts
Campaign:
Colors
AG: Red T-Shirts
KW: red tshirts
KW: red shirts
Different keywords,
same landing page
Search Campaign
Campaign:
Colors
PG: Red PG: White
Campaign:
Style
PG: Long
Sleeve
PG: Short
Sleeve
Different product
groups, same product
Shopping Campaign
16. Google Confidential and Proprietary 1616@SiliconVallaeys @Optmyzr
Does It Matter How I Structure Product Groups
Brand Category
Category Brand
It makes no difference in what
order you divide the product
groups if you use the same
divisions
17. Google Confidential and Proprietary 1717@SiliconVallaeys @Optmyzr
Campaign Priorities
• The tie breaker for ad serving
priority inside a campaign is
CPC
• With campaign priorities, you
can specify which campaigns
are more important
$0.50 • High
$1.00 • Medium
$0.05 • Low
$1.00 • Medium
$0.50 • Medium
$0.05 • Medium
18. Google Confidential and Proprietary 1818@SiliconVallaeys @Optmyzr
Use Campaign Priorities to Prioritize Best Sellers
• Create custom labels for best sellers or clearance items
• Check if your best products show for generic queries
19. Google Confidential and Proprietary 1919@SiliconVallaeys @Optmyzr
Beware of ‘Everything Else’
• Use a low priority campaign with low bids for
‘everything else’
• If you get a lot of traffic on ‘everything else’, find
out why and add that new product line to a
product group
• If you forget to disable everything else, all your
carefully planned structure can go unused
20. Google Confidential and Proprietary 2020@SiliconVallaeys @Optmyzr
“Everything Else”
• In this example, about 30% of clicks go to ‘everything else’
• This is like bidding high on generic broad match keywords
21. Google Confidential and Proprietary 2121@SiliconVallaeys @Optmyzr
AdWords Optimization Using Benchmark Data
• Optimize feed to make your ads
stand out
Below Benchmark
CTR
• Raise bidsBelow Benchmark
CPC
22. Google Confidential and Proprietary 2222@SiliconVallaeys @Optmyzr
AdWords Optimization With Search Queries
• Add negative keyword
• Remove from feed
Low CTR
• Add as regular keywords in search
campaigns.
High CTR
and High
ROAS
• Optimize your best products in the
feed
Expected
Query
Missing
23. Google Confidential and Proprietary 2323@SiliconVallaeys @Optmyzr
AdWords Optimization: Bid Management
• Bid to an ROAS goal
– Group items with too few conversions
to make bid decisions
– Split groups with enough conversion
data further
• Bid more if you are losing IS and are
below the benchmark CPC
• Use a tool: Editor or Optmyzr
24. Google Confidential and Proprietary 2424@SiliconVallaeys @Optmyzr
Vallaeys Shopping Efficiency (VSE) Score
• I wanted a Lin/Rodnitzky ratio for Shopping Ads
LR script: tptr.co/lrratio
VSE AdWords Script:
tptr.co/vse-score
VSE Structure Score: Are most
impressions coming from defined
product groups
VSE Bid Ratio: Whether you’re
paying too much or too little for
‘everything else’
Optimization suggestions for
groups to split or recombine
25. Google Confidential and Proprietary 2525@SiliconVallaeys @Optmyzr
Pitfalls
• Rumored that Google only uses the first 10,000 products per
campaign
• Ad Group bids don’t do anything
• Product Group level bids get overwritten when you change higher
level bids
• Promotion text is hardly ever shown
26. Google Confidential and Proprietary 2626@SiliconVallaeys @Optmyzr
Thank You
• Try Optmyzr:
– Free trial: www.Optmyzr.com
frederick@optmyzr.com
@SiliconVallaeys
Editor's Notes
Source: Adobe Digital Index (http://www.emarketer.com/Article/Retailers-Increase-Reliance-on-PLAs/1012022)
http://www.rimmkaufman.com/content/quarterly/Merkle-RKG-Q1-2015-DMR.pdf
Complaince makes sure your feed is approved and products can show on Google
Completeness ensures all your products for sale are eligible to appear on Google
Relevance is like SEO for your feed.
Can double serve
With keywords, multiple keywords may lead to the same product but you’re maintaining separate keywords with individual bids based on expected conversion rates
With product groups, you may include the same product in multiple targets, and if you bid differently, you lose control over which bid Google uses.
Fix relevance:
Negative keyword
Optimize feed
Use extensions