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.
2015 Practical Guide to Using Google Shopping ads or PLA's (Presented to SEM...Ann Stanley
Practical guide to using Google Shopping ads or Product Listing ads (PLA's), including tips and how to's:
1) Importance of using Shopping ads for eCommerce sites
2) Product feeds from your website
3) Best practice on setting up your campaigns, ad groups and product groups
4) How to avoid possible pitfalls and account disapproval
5) Top tips and methods to improve your results
6) What’s new and what’s coming soon
Google Shopping Campaigns - The New Face Of PLAsCPC_Strategy
Learn about Google’s latest updates including:
-What’s really on a Google search page?
-How is Google changing and how can you adapt?
-What changes should you make to your data feed?
-How can you improve ROI on Google Shopping?
Get expert advice from Jeff Coleman, Director of Account management, who has over 6 years of Google expertise.
Google Shopping & Product Listing Ads: How To Compete in a Crowded Retail SpaceKoozai
Google Shopping (Product Listing Ads, AKA PLAs) is becoming more competitive by the day so it is important that campaigns are fully optimised in order to get the most return on your investment.
In this presentation, you will learn:
- How to optimise Google’s Merchant Centre feeds
- The importance of monitoring the feed for potential issues
- Ways to use custom attributes to improve campaign performance
- The benefits of automated feeds incorporating schema mark-up
- How to optimise Google’s Shopping campaigns
- Some of the latest features launches for Google Shopping
Product Listing ads Campaign - Google adwordsPayal Daryani
With Shopping campaigns, you can promote your products using Product Listing Ads, an ad format that includes an image, title, price, your business name, and more. You can create a Shopping campaign once you've submitted your product inventory to Google Merchant Center.
Google Shopping Campaigns: The New Face of Product Listing AdsTinuiti
Learn about Google's newest update to Product Listing Ads and how you can increase revenue on Google Shopping using the campaign update.
This deck slideshare teaches you:
- What are Google Shopping Campaigns and how do they change PLAs?
- Why and how can your use Google Shopping Campaigns?
- What inventory changes should be made for Google Shopping Campaigns?
- How to increase revenue on Google using Shopping Campaings
Google Shopping Campaigns - How to Drive SalesGoDataFeed
Google Shopping Campaigns slide deck will help you learn how to get the most ROI from Google Shopping’s new retail-centric format.
With 200% increase in clicks for some retailers, Google Shopping is increasingly becoming a critical shopping engine for any eCommerce retail store.
The slide deck covers topics such as the importance of data feed quality and freshness, the new Google shopping campaign structure, top bidding strategies and more. The original joint webinar presented by GoDataFeed and OperationROI can be seen in it's entirety at the link below.
http://www.godatafeed.com/resources/Google-Shopping-Campaigns
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
2015 Practical Guide to Using Google Shopping ads or PLA's (Presented to SEM...Ann Stanley
Practical guide to using Google Shopping ads or Product Listing ads (PLA's), including tips and how to's:
1) Importance of using Shopping ads for eCommerce sites
2) Product feeds from your website
3) Best practice on setting up your campaigns, ad groups and product groups
4) How to avoid possible pitfalls and account disapproval
5) Top tips and methods to improve your results
6) What’s new and what’s coming soon
Google Shopping Campaigns - The New Face Of PLAsCPC_Strategy
Learn about Google’s latest updates including:
-What’s really on a Google search page?
-How is Google changing and how can you adapt?
-What changes should you make to your data feed?
-How can you improve ROI on Google Shopping?
Get expert advice from Jeff Coleman, Director of Account management, who has over 6 years of Google expertise.
Google Shopping & Product Listing Ads: How To Compete in a Crowded Retail SpaceKoozai
Google Shopping (Product Listing Ads, AKA PLAs) is becoming more competitive by the day so it is important that campaigns are fully optimised in order to get the most return on your investment.
In this presentation, you will learn:
- How to optimise Google’s Merchant Centre feeds
- The importance of monitoring the feed for potential issues
- Ways to use custom attributes to improve campaign performance
- The benefits of automated feeds incorporating schema mark-up
- How to optimise Google’s Shopping campaigns
- Some of the latest features launches for Google Shopping
Product Listing ads Campaign - Google adwordsPayal Daryani
With Shopping campaigns, you can promote your products using Product Listing Ads, an ad format that includes an image, title, price, your business name, and more. You can create a Shopping campaign once you've submitted your product inventory to Google Merchant Center.
Google Shopping Campaigns: The New Face of Product Listing AdsTinuiti
Learn about Google's newest update to Product Listing Ads and how you can increase revenue on Google Shopping using the campaign update.
This deck slideshare teaches you:
- What are Google Shopping Campaigns and how do they change PLAs?
- Why and how can your use Google Shopping Campaigns?
- What inventory changes should be made for Google Shopping Campaigns?
- How to increase revenue on Google using Shopping Campaings
Google Shopping Campaigns - How to Drive SalesGoDataFeed
Google Shopping Campaigns slide deck will help you learn how to get the most ROI from Google Shopping’s new retail-centric format.
With 200% increase in clicks for some retailers, Google Shopping is increasingly becoming a critical shopping engine for any eCommerce retail store.
The slide deck covers topics such as the importance of data feed quality and freshness, the new Google shopping campaign structure, top bidding strategies and more. The original joint webinar presented by GoDataFeed and OperationROI can be seen in it's entirety at the link below.
http://www.godatafeed.com/resources/Google-Shopping-Campaigns
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
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.
Google Shopping Campaigns are a game-changer for e-commerce stores.
Not only do they target quality traffic and attract valuable leads, but they promote your products by showing users detailed information before clicking the ad.
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.
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.
Driving Local Sales through Funnel MarketingKoozai
Local businesses can do so much when it comes to marketing their businesses online especially if they are looking to use paid media. Throughout this slidedeck you will have your eyes opened to over 20 strategies that local businesses can deploy using paid media platforms and channels such as Google AdWords, Bing and Facebook.
From the SMX Advanced Conference in Seattle, Washington, June 22-23, 2016. SESSION: The Mad Scientists of Paid Search. PRESENTATION: Advanced Google Shopping - Given by Andreas Reiffen, @crealytics - Crealytics, CEO. #SMX #11B
Topic: Google Shopping & Product Listing Ads: How To Compete in a Crowded Retail Space
- How to optimise Google’s Merchant Centre feeds
- The importance of monitoring the feed for potential issues
- Ways to use custom attributes to improve campaign performance
- The benefits of automated feeds incorporating schema mark-up
- How to optimise Google’s PLA campaigns
- Some of the latest features launches for PLA’s
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.
In this presentation from RIMC in February 2016, I look at various ways of using audience targeting in your Google AdWords campaigns. From RLSAs and Customer Match to Gmail Ads, there are strategies for everyone!
Live Broadcast: How to Drive Google Shopping Results via Product Feed Optimiz...Tinuiti
In this CPC Strategy event, Jason Bell – one of our in-house product feed experts – will demonstrate underutilized tactics that will not only improve the quality of your product data, but also help drive a more profitable Shopping strategy.
How to up Optimize Your Google Product Feed in Time for Black FridayTinuiti
In this 60-minute feed management course, CPC Strategy’s Jason Bell will dive into the top enhancements you need to be making for Black Friday / Cyber Monday.
How to Increase Your Facebook Dynamic Product Ads PerformanceTinuiti
Facebook is here to stay. Is your company making the most of the marketing opportunity that it has created? While some brands already have a well-developed social strategy, most retailers haven’t maximized Facebook as a marketing channel for their Brand.
Hear from the experts at AddShoppers and CPC Strategy during this two day mini-series. We’ll focus on both Organic and Paid strategies and leave you with actionable takeaways for driving the maximum amount of revenue from Facebook.
Harnessing the Power of Audience through PPCSamantha Noble
Audience marketing is one of the greatest techniques to come to Paid Media and this deck from BrightonSEO covers lots of techniques including Remarketing, RLSAs and Customer Match.
In this Expert Session, Kirk Williams gives us a great introduction to Shopping Ads for Bing and Google. Shoppings Ads are becoming more and more important to eCommerce and Kirk shows us why: they can be some of the most effective ads out there when executed correctly.
Kirk shows us tips, tricks and strategies to optimize these ads for a hefty return on your ad budget. You'll learn how to find the best keywords to use and you'll see the technology used by everyone from the smallest online stores to the biggest e-commerce giants like Wal-Mart and Amazon. Kirk will show you where to focus your energy to get the biggest return on your biggest investment: your time.
I don’t know how to run shopping ads, and at this point I’m afraid to ask.Kirk Williams
Even if you're been running Google AdWords or Bing Ads campaigns for years and are a true master of keywords, you may have never dipped into Google Shopping Ads before. In this session, we'll cover 4 main points of Shopping Ads as a great intro to doing Shopping Ads (also called PLAs) well.
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.
Google Shopping Campaigns are a game-changer for e-commerce stores.
Not only do they target quality traffic and attract valuable leads, but they promote your products by showing users detailed information before clicking the ad.
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.
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.
Driving Local Sales through Funnel MarketingKoozai
Local businesses can do so much when it comes to marketing their businesses online especially if they are looking to use paid media. Throughout this slidedeck you will have your eyes opened to over 20 strategies that local businesses can deploy using paid media platforms and channels such as Google AdWords, Bing and Facebook.
From the SMX Advanced Conference in Seattle, Washington, June 22-23, 2016. SESSION: The Mad Scientists of Paid Search. PRESENTATION: Advanced Google Shopping - Given by Andreas Reiffen, @crealytics - Crealytics, CEO. #SMX #11B
Topic: Google Shopping & Product Listing Ads: How To Compete in a Crowded Retail Space
- How to optimise Google’s Merchant Centre feeds
- The importance of monitoring the feed for potential issues
- Ways to use custom attributes to improve campaign performance
- The benefits of automated feeds incorporating schema mark-up
- How to optimise Google’s PLA campaigns
- Some of the latest features launches for PLA’s
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.
In this presentation from RIMC in February 2016, I look at various ways of using audience targeting in your Google AdWords campaigns. From RLSAs and Customer Match to Gmail Ads, there are strategies for everyone!
Live Broadcast: How to Drive Google Shopping Results via Product Feed Optimiz...Tinuiti
In this CPC Strategy event, Jason Bell – one of our in-house product feed experts – will demonstrate underutilized tactics that will not only improve the quality of your product data, but also help drive a more profitable Shopping strategy.
How to up Optimize Your Google Product Feed in Time for Black FridayTinuiti
In this 60-minute feed management course, CPC Strategy’s Jason Bell will dive into the top enhancements you need to be making for Black Friday / Cyber Monday.
How to Increase Your Facebook Dynamic Product Ads PerformanceTinuiti
Facebook is here to stay. Is your company making the most of the marketing opportunity that it has created? While some brands already have a well-developed social strategy, most retailers haven’t maximized Facebook as a marketing channel for their Brand.
Hear from the experts at AddShoppers and CPC Strategy during this two day mini-series. We’ll focus on both Organic and Paid strategies and leave you with actionable takeaways for driving the maximum amount of revenue from Facebook.
Harnessing the Power of Audience through PPCSamantha Noble
Audience marketing is one of the greatest techniques to come to Paid Media and this deck from BrightonSEO covers lots of techniques including Remarketing, RLSAs and Customer Match.
In this Expert Session, Kirk Williams gives us a great introduction to Shopping Ads for Bing and Google. Shoppings Ads are becoming more and more important to eCommerce and Kirk shows us why: they can be some of the most effective ads out there when executed correctly.
Kirk shows us tips, tricks and strategies to optimize these ads for a hefty return on your ad budget. You'll learn how to find the best keywords to use and you'll see the technology used by everyone from the smallest online stores to the biggest e-commerce giants like Wal-Mart and Amazon. Kirk will show you where to focus your energy to get the biggest return on your biggest investment: your time.
I don’t know how to run shopping ads, and at this point I’m afraid to ask.Kirk Williams
Even if you're been running Google AdWords or Bing Ads campaigns for years and are a true master of keywords, you may have never dipped into Google Shopping Ads before. In this session, we'll cover 4 main points of Shopping Ads as a great intro to doing Shopping Ads (also called PLAs) well.
Advanced PPC & CRO Strateiges For Effective Advertising In EcommerceHanapin Marketing
How effective are your ecommerce campaigns? Are you getting the most bang for your buck? Are your ads and accompanying product landing pages cohesive? In this webinar presentation, you’ll learn advanced tactics like how to use search data to optimize your shopping feed, find winning ad copy, and types of remarketing lists you should be doing. We also talk about how to drive users to continue to checkout and improve conversions overall on your category and product pages.
In the presentation, Visual Website Optimizer and Hanapin Marketing experts discuss sophisticated pay-per-click and conversion rate optimization strategies to make your ecommerce campaigns more effective.
You’ll get expert-level PPC & CRO tips like:
*Improving the quality of your shopping feed with search data
*Optimizing your ads for mobile
*Utilizing remarketing lists to create better value for your customers
*Improving conversion rates on product and category pages
From the SMX West Conference in San Jose, California, March 1-3, 2016. SESSION: PPC Hacks, Tips, & Tricks - How To Optimize Your Time. PRESENTATION: 10 PPC Hacks, Tips and Tricks to Optimize Your Time - Given by Kim Thomas, @PPCkimpossible - Wheelhouse Search, Director of Digital Advertising. #SMX #24C1
Optimizing Bing Shopping Campaign Structures to Drive Incremental RevenueTinuiti
In this 60min live broadcast, we’ve teamed up with Bing to bring you a webinar full of new insights within the Bing Shopping network & proven strategies that’ll help drive higher quality traffic to your ecommerce website.
Shopping Ads: Fantastic Feeds & How to Mind Them (Optimization Round)Kirk Williams
This session goes hand in hand with Elizabeth Marsten's session on Shopping Feeds. In this session, Kirk discusses various ways to optimize your Bing & Google Shopping campaigns, bidding tips, Google Merchant Center feed rules, tracking attribution, inventory management, and more.
6 Steps To An Advanced Competitor Analysis For Digital MarketersHanapin Marketing
In this presentation, Hanapin’s Jacob Fairclough and SEMrush’s Paul Klebanov will direct you through the process of analyzing your own account, comparing it to your competition, and taking the steps to put your brand above the rest.
Steering An Automated Ship: How to Avoid Bidding PitfallsHanapin Marketing
Back in February, Acquisio and Hanapin experts did a live webinar on Acquisio's new Bid and Budget Management feature. As a follow-up, this webinar revisits the Bid and Management feature with insights on new case studies and the benefits of having both an automated system and a "Captain" to guide the technology.
It explores new questions like: Why does it matter to have technology that reacts quickly? Why do you still need a human manager if the system is doing everything for you? How do you balance the two? What can I do to work smarter for my accounts?
Digital advertising experts, Marc Poirier from Acquisio and Jeff Baum from Hanapin, dive deeper into the pros and cons of bidding strategies and talk about real-life examples of using the system for their ppc accounts in this presentation.
You'll get expert-level PPC tips like:
*Software and reporting that will help you make better decisions for your account
*Examples of case studies where automation worked or didn't work
*Pros and cons of automation vs. human management, and how they should be working together
Steering Automated Ship: How to Avoid Bidding PitfallsAcquisio
This webinar revisits the Bid and Management feature with insights on new case studies and the benefits of having both an automated system and a “Captain” to guide the technology.
Brands are finally figuring out that they have to be everywhere. Having a presence on everything from Google shopping to Amazon, you’re probably quickly realizing that having quality feed management and optimization is of the utmost importance. But according to recent research, 42% of marketers are NOT using feed management software! We’re here to answer all of your questions – how your feed should match up with different platform algorithms, how seasonality can affect your feed, the common errors you’re seeing in various platforms, etc.
In this webinar, Feedonomics expert Brian Roizen and Hanapin expert Zach Bruner give you exclusive tips for each shopping platform so that you CAN master your feeds while having an optimal presence everywhere.
Thanks everyone who participated in this webcast from The Association of International Product Marketing and Management (AIPMM).
Dr. Jose Briones discusses a few case studies of companies selling products based on value. Quantification of value is critical to a successful product introduction and this presentation provides a basic overview of the tools to measure it.
The concept of a Value Box is introduced to visualize the value proposition of a product concept and guide the creation of a pricing strategy. An introduction to value co-creation is also discussed.
A few case studies are discussed to highlight methods for quantifying product value. These will include: B2C products like the Gillette Fusion razor, 3M's command strips, hybrid cars, pharmaceutical products, the Segway, iPad apps and B2B products like industrial adhesives and corrugated paperboard.
Key takeaways from this webinar:
• Understand a practical definition of product value and value in use.
• Learn different methods for product value quantification and when to use them
• How to commercialize a product based on the value proposition and not on price.
• A new tool, the “Product Value Box” for communication and understanding of the product value proposition
About the Speaker:
Dr. Jose A. Briones is the General Manager of SpyroTek Performance Solutions, a supplier of Innovation Management and Training Services. He has 20 years of commercial and technical experience in the manufacturing and technology industries, holding positions in the areas of marketing, innovation, sales, engineering and R&D.
Dr. Briones has been the leader in the commercialization of over 40 products in the fields of chemicals, materials, apps and cloud software in the U.S., Europe and Latin America. He has been named as inventor in 7 patents.
This webinar is for Product Managers, Product Marketers, Brand Managers, Product Owners, Directors of Product Management and Product Marketing, Marketing Managers, Business Development Managers, Innovation Managers and other product team professionals
About the Speaker:
Dr. Jose A. Briones is the General Manager of SpyroTek Performance Solutions, a supplier of Innovation Management and Training Services. He has 20 years of commercial and technical experience in the manufacturing and technology industries, holding positions in the areas of marketing, innovation, sales, engineering and R&D.
About AIPMM
The AIPMM is the hub of all things product management. It is where product professionals go for answers. With members in over 65 countries, it is the worldwide certifying body of product team professionals.
It is the world's largest professional organization of product managers, brand managers, product marketing managers and other product team professionals who are responsible for guiding their organizations, or clients, through a constantly changing business landscape.
Visit www.aipmm.com.
Fore more information, visit www.wordstream.com
Do you have a sneaking suspicion that your PPC account could be performing better? Do you feel stuck and unsure how to get better results? Then don't miss out on this special opportunity on how to revamp your PPC account!
In this PPC Optimization Clinic, experts from WordStream and Hanapin Marketing show you:
- An inside look at live PPC account assessments
- The differences between a healthy PPC account and an ailing one
- Must-have tips for your own accounts
Product Strategy: Idea to Action by Coinbase Sr Product ManagerProduct School
Product Management Event at #ProductCon San Francisco about Product Strategy: Idea to Action by Senior Product Manager at Coinbase, Anna Marie Clifton.
Last-Minute Checklist for Your Ecommerce Site: Don't Miss Out on This Year's ...WP Engine
Tips from the pros at digital growth agency Coalition Technologies as they walk you through some oft-forgotten items to make sure you’re in great shape to capture those sales during the online holiday shopping season.
To watch on-demand webinar (and hear answers to questions from your peers), go to: https://hs.wpengine.com/webinar-last-minute-checklist-ecommerce
MKT 335 Client Packet for Milestones One to Three and Final IlonaThornburg83
MKT 335 Client Packet for Milestones One to Three and Final Project
Client Name: KitchenAid
Part 1: Client Overview
Your client for the final project is KitchenAid, a United States–based appliance brand known for
leveraging best-in-class technology to create state-of-the-art products that solve novice chefs’ toughest
kitchen challenges.
A key component of KitchenAid’s rollout strategy is their countertop appliance offerings, including
tabletop ovens that eliminate the need for a big oven, blenders, juicers, and food processors that peel,
dice, and chop. KitchenAid’s goal is to make the time consumers spend in the kitchen efficient, fun, and
“simply brilliant.”
A core component of the business and KitchenAid’s foremost marketing priority is its product launches.
Once every four to six weeks, KitchenAid introduces a new product to the market. The products are each
introduced with the same amount of attention, care, and of course, a big digital advertising spend.
As part of your work for this client, your job will be to research the category, better understand the
brand’s consumer, and propose a digital campaign strategy that helps ensure the client’s next launch is
one of its most impactful.
Before continuing, take some time to research KitchenAid and their current campaign strategy, paying
special attention to their website user experience and their social media channels. You may even want
to sign up for their emails. Once you have a solid understanding of the current online presence, move on
to Part 2.
Part 2: Campaign Information
Previous Campaign/Current Campaign Structure
Typically, the KitchenAid brand spends their advertising dollars on holistic campaigns that sell the brand
as a whole, as much as they do the product. This year, however, they want to change that structure,
creating campaigns that cater to specific products.
Their main reason for changing their tried and true advertising strategy is that they would like to be able
to leverage the unique targeting capabilities of digital to target users with products specific to their
needs.
Target Persona
The brand has three distinct target personas they leverage to sell products and innovate in the kitchen
category.
Health Nuts: Health lovers of all ages and stages who know that cooking at home is the best way
to control their food choices. They leverage social media to find new recipes and ideas and
show-off their healthy lifestyles. KitchenAid’s countertop products keep them cooking without
creating additional messes and steps that require long amounts of cleanup.
Terrell McGhee
Highlight
The Tasty Chef: Usually females between the ages of 25 and 45, the tasty chef is frequently
inspired by the elaborate creations they see online. They view these videos as entertainment
but do not mind trying them out from time to time. They love KitchenAid’s countertop products
because they are versatile and give them the option ...
Similar to Confluence Conference - New to Google Shopping? From Setup to Strategy (20)
Search Advertising Show 2019 - Advanced Google Shopping AdsKirk Williams
The core of what the Google Shopping practitioner will focus on in an automated world is (1) strategy, (2) feed management, and (3) campaign setup and troubleshooting. In this session, we focused on key feed rules and tactics for optimization in Google Merchant Center, as well as took an in-depth look into Smart Shopping and managing it well.
Don't Know Shopping Ads? No Worries, Start Here - BrightonSEO Kirk Williams
If you don't know Shopping Ads, but would like to get a high level overview of how they work to assist you with your job (perhaps as a CMO, VP of Marketing, or just a Lead Gen PPCer who wants to get a little ecommerce knowledge), then this session is for you!
Learn Inbound - I Don't Know How to Run Shopping Ads & At This Point I'm Too ...Kirk Williams
Whether you work for a brand, manage PPC at an agency, or are a marketing director or VP, chances are you’ve noticed how important Shopping Ads are for any Ecommerce account (and what’s with all that Smart Shopping talk coming from Google?), but don’t actually know the ins-and-outs of your Shopping program.
In this session, Kirk will start from the ground up as he discusses best practices for feed creation and campaign strategy. Don’t normally spend your time in Ecommerce PPC? Then this is the session you need to stay up on how Shopping Ads work in 2019.
A Beginner's Guide to Google Shopping Ads Account Setup - MNSearch 2019Kirk Williams
Whether you are in-house, or at an agency, chances are you've noticed how important Shopping Ads are for any Ecommerce account, but many people (from beginner to advanced PPCers) don't know how to manage them well since they behave differently from Text Ads. In this session, we'll start from the ground up as we discuss best practices for feed creation, campaign strategy, and ongoing management.
Making Your Budget Stretch: How to Pull Off PPC for SMBs - HeroConf London Pr...Kirk Williams
In this presentation given at HeroConf London, Kirk Williams discusses how to manage PPC well with a limited budget.
“You have to spend money to make money” is an oft-repeated phrase in the business world, particularly when it comes to marketing. The conundrum the majority of businesses find themselves in, is that they don’t have the recommended spend allocation to devote to keeping up with their weightier competition.
Making Your Euros Stretch: How to Own Limited Budget PPCKirk Williams
“You have to spend money to make money“ is an oft-repeated phrase in the business world, particularly when it comes to marketing. The conundrum the majority of businesses find themselves in, is that they don’t have the recommended spend allocation to devote to keeping up with their weightier competition. Are we destined to be outbid, and outgunned by our deeper-pocketed foes, or are their ways we can be smarter with PPC that will help us grow to the point of big-budget-bliss?
In this 3XE Digital (Dublin, Ireland) presentation, Kirk will be sharing with you a number of very specific, tried-and-tested tips for Google AdWords and Bing Ads. These tips have been proven to optimize ultra-targeted campaigns, but with low budget.
How to Survive & Thrive with SMB PPC - SMX WestKirk Williams
Kirk takes you on a journey of targeting, reporting, and budgeting to show you how success is still to be gained in a low budget world of increasing CPCs and competition.
The Beginner's Guide to Google AnalyticsKirk Williams
In this handy session, Kirk Williams of ZATO PPC Marketing, takes the viewer on a top-level overview of the 4 key areas of Google Analytics, and then ends by discussing 5 Mistakes Analytics Newbs often make and how to avoid them.
SMB PPC - How to Survive (& Actually Thrive!)Kirk Williams
While we like to talk about major ecommerce Search Engine Marketing PPC accounts, the reality is that a lot of us are slogging away in the trenches of SMB life (our own business or our clients). Add this to rising CPCs and the increasingly complicated nature of Adwords & Bing Ads, and one wonders if SMB PPC can still be profitable.
I’m here to tell you, yes it can be and we’ll discuss how in this session! SMB PPC isn’t dead yet, but we need to do it well so let’s figure that out together. We will learn specific, and practical things to implement in your accounts today.
Master This in Ecommerce PPC Before Google Changes It Again Next YearKirk Williams
This discusion from the SLC Digital Marketing Conference focuses on Search Engine Marketing and specifically, ecommerce PPC, changes at a rapid rate. In this session on Google Shopping and Bing Shopping, we will discuss its rapid growth, as well as ways to dominate at it. This includes Shopping Query Filtering setup, as well as RLSA for Shopping, and Bidding tips for Shopping Ads.
Tough Ecommerce Competition in SERPs? Master Shopping AdsKirk Williams
Check out this session to see how Google Shopping and Bing Shopping Ads have exploded in popularity, and learn the key strategy for dominating your competition in your SERPs using Shopping Ads.
The Great PPC Pricing Debate - State of Search 2015Kirk Williams
If you have anything to do with management or ownership of your PPC agency, heck even if you're a freelancer, there is one question constantly on your mind: How do I price my PPC services?
Not only are there umpteen models out there, but everyone seems to do it a little differently. In this session, we not only go over the benefits and concerns to each of the top pricing models, but more importantly we discuss the underlying principles of pricing philosophy so we can determine how best to price our PPC services in our individual situations.
How to Lose Your B2B PPC Account - PPCKirk Hero Conference LondonKirk Williams
In this presentation I gave at Hero Conference 2015 in London, I discuss the importance of keeping the person in mind in your B2B Google Adwords & Bing Ads accounts by identifying the person revealing intent in keywords, breaking bad landing page addictions, and getting the right ad to the right person at the right time with remarketing ideas.
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
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.
The Forgotten Secret Weapon of Digital Marketing: Email
Digital marketing is a rapidly changing, ever evolving industry--Influencers, Threads, X, AI, etc. But one of the most effective digital marketing tools is also one of the oldest: Email. Find out from two Houston-based digital experts how to maximize your results from email.
Key Takeaways:
Email has the best ROI of any digital tactic
It can be used at any stage of the customer journey
It is increasingly important as the cookie-less future gets closer and closer
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
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
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.
How to Run Landing Page Tests On and Off Paid Social PlatformsVWO
Join us for an exclusive webinar featuring Mariate, Alexandra and Nima where we will unveil a comprehensive blueprint for crafting a successful paid media strategy focused on landing page testing.With escalating costs in paid advertising, understanding how to maximize each visitor’s experience is crucial for retention and conversion.
This session will dive into the methodologies for executing and analyzing landing page tests within paid social channels, offering a blend of theoretical knowledge and practical insights.
The Pearmill team will guide you through the nuances of setting up and managing landing page experiments on paid social platforms. You will learn about the critical rules to follow, the structure of effective tests, optimal conversion duration and budget allocation.
The session will also cover data analysis techniques and criteria for graduating landing pages.
In the second part of the webinar, Pearmill will explore the use of A/B testing platforms. Discover common pitfalls to avoid in A/B testing and gain insights into analyzing A/B tests results effectively.
SEO as the Backbone of Digital MarketingFelipe Bazon
In this talk Felipe Bazon will share how him and his team at Hedgehog Digital share our journey of making C-Levels alike, specially CMOS realize that SEO is the backbone of digital marketing by showing how SEO can contribute to brand awareness, reputation and authority and above all how to use SEO to create more robust global marketing strategies.
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.
The Secret to Engaging Modern Consumers: Journey Mapping and Personalization
In today's digital landscape, understanding the customer's journey and delivering personalized experiences are paramount. This masterclass delves into the art of consumer journey mapping, a powerful technique that visualizes the entire customer experience across touchpoints. Attendees will learn how to create detailed journey maps, identify pain points, and uncover opportunities for optimization. The presentation also explores personalization strategies that leverage data and technology to tailor content, products, and experiences to individual customers. From real-time personalization to predictive analytics, attendees will gain insights into cutting-edge approaches that drive engagement and loyalty.
Key Takeaways:
Current consumer landscape; Steps to mapping an effective consumer journey; Understanding the value of personalization; Integrating mapping and personalization for success; Brands that are getting It right!; Best Practices; Future Trends
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
AI-Powered Personalization: Principles, Use Cases, and Its Impact on CROVWO
In today’s era of AI, personalization is more than just a trend—it’s a fundamental strategy that unlocks numerous opportunities.
When done effectively, personalization builds trust, loyalty, and satisfaction among your users—key factors for business success. However, relying solely on AI capabilities isn’t enough. You need to anchor your approach in solid principles, understand your users’ context, and master the art of persuasion.
Join us as Sarjak Patel and Naitry Saggu from 3rd Eye Consulting unveil a transformative framework. This approach seamlessly integrates your unique context, consumer insights, and conversion goals, paving the way for unparalleled success in personalization.
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
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.
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
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.
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.
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
7. Presented by @PPCKirk
…And Putting
scribes out of work
since 1430.
I feel really good
about job
security.
8. Presented by @PPCKirk
…And Putting
scribes out of work
since 1430.
Uhoh.
Innovate
or die, bro!
We call it “The
printing press”
‘the’ is super
important.
How ’bout just a
printing press?
16. Presented by @PPCKirk
Feed-based Products are
beginning to appear all
over.
Normal culprits: Google
Shopping in SERPs (right rail
and top).
1. placements
24. Presented by @PPCKirk
Feed Creation tools
ü Small feed/team? Just use a Spreadsheet.
ü Big feed? Use your dev team.
2. feeds
25. Presented by @PPCKirk
Feed Creation tools
ü Small feed/team? Just use a Spreadsheet.
ü Big feed? Use your dev team.
ü anyone: Use a good Feed provider.
ü Feedonomics
ü GoDataFeed
ü Many others
2. feeds
26. Presented by @PPCKirk
Product ID
•Title
•Description
•Link
•Image
•Availability
•Price
•Google Product Category
•Brand
•GTIN
•Condition
•Adult
•Shipping
•Tax
Required
field fields
2. feeds
27. Presented by @PPCKirk
Age Group
Item Color
Gender
Material
Pattern
Size
Item Group ID
Additional requirements
For apparel
2. feeds
28. Presented by @PPCKirk
Hot tip #1
With limited time, focus
on these 4 fields.
•Title
•Description
•Price
•Image
2. feeds
34. Presented by @PPCKirk
ü The primary comparison
happening in a Comparison
Shopping Engine, is Product
Price.
Tips & Tricks:
•Price
Fields to focus on:
2. feeds
36. Presented by @PPCKirk
ü Should I test images?
Common Question:
•Images
Fields to focus on:
2. feeds
37. Presented by @PPCKirk
ü Should I test images?
Common Question:
•Images
Fields to focus on:
Answer:
ü Uhhh, is the sky blue?
Are cats evil?
Is SEO overrated? (KIDDING KIDDING, SETTLE DOWN NOW, SIMMER)
2. feeds
38. Presented by @PPCKirk
ü Test images that stand out!
Tips & Tricks:
•Images
Fields to focus on:
2. feeds
39. Presented by @PPCKirk
ü Test images that stand out!
Tips & Tricks:
•Images
Fields to focus on:
2. feeds
40. Presented by @PPCKirk
ü Test images that stand out!
Tips & Tricks:
•Images
Fields to focus on:
2. feeds
41. Presented by @PPCKirk
ü Test images that stand out!
Tips & Tricks:
•Images
Fields to focus on:
2. feeds
42. Presented by @PPCKirk
ü Test images that stand out!
ü Test model images and
product only images.
Tips & Tricks:
•Images
Fields to focus on:
2. feeds
44. Presented by @PPCKirk
ü Bing Ads’ Purna swears by
image testing
Tips & Tricks:
•Images
Fields to focus on:
Purna Virji
Senior Training Manager at
Microsoft
2. feeds
45. Presented by @PPCKirk
ü Bing Ads’ Purna swears by
image testing
ü Check out her SMX
presentation on it:
https://goo.gl/8gyxz7
Tips & Tricks:
•Images
Fields to focus on:
2. feeds
54. Presented by @PPCKirk
Principles of Shopping
Ads Account
Organization
ü Pull out high-level product groupings
into their own campaigns.
3. setup
55. Presented by @PPCKirk
ü Pull out high-level product groupings
into their own campaigns.
ü Product brands
ü categories
3. setup
56. Presented by @PPCKirk
ü Pull out high-level product groupings
into their own campaigns.
ü Product brands
ü categories
3. setup
57. Presented by @PPCKirk
Principles of Shopping
Ads Account
Organization
ü Segment these campaigns by specific
query groupings, to nail profit goals
based on personal intent.
3. setup
59. Presented by @PPCKirk
Principles of Shopping
Ads Account
Organization
ü Segment these campaigns by specific
query groupings, to nail profit goals
based on personal intent.
ü This is what I spoke on last year.
ü Confluence Link: https://goo.gl/iQawj2
ü Article link: https://goo.gl/6iTPAJ
3. setup
61. Presented by @PPCKirk
Shopping Ads Ongoing
experiment: Segment
campaigns by device
ü 1 client (nearly 100% Shopping
Ads in AdWords ads) thus far.
ü CPA is down 28%
ü CVR is up 41%
3. setup
62. Presented by @PPCKirk
Common Questions About
Account Strategy
What if my account is too big for detailed
strategy implementation?
Question:
3. setup
63. Presented by @PPCKirk
ü “It’s hard” is never a good excuse for not
doing something the right way.
Common Questions About
Account Strategy
What if my account is too big for detailed
strategy implementation?
Question:
Answer:
3. setup
64. Presented by @PPCKirk
ü “It’s hard” is never a good excuse for not
doing something the right way.
What if my account is too big for detailed
strategy implementation?
Question:
Answer:
3. setup
ü Time heals all wounds.
ü Don’t rush.
ü Develop a solid strategy
ü Build it slowly
67. Presented by @PPCKirk
TIP:
Mining SQR’s is as
important as ever,
especially with an
advanced structure.
optimization
https://support.google.com/adwords/answer/2472708?hl=en
77. Presented by @PPCKirk
Step 60:
dark social DM to
Purple’s PPCer,
Bryant
Last Click
ReportedValue
Actual Value
78. Presented by @PPCKirk
Last Click
ReportedValue
Actual Value
Step 61-148:
direct traffic
to gaze longingly
and imagine over the
next 3 months
79. Presented by @PPCKirk
Last Click
ReportedValue
Actual Value
Step 149:
conversation with
friend at an August
campout in Montana
80. Presented by @PPCKirk
Last Click
ReportedValue
Actual Value
Step 150:
Direct traffic:
$1300 Sale on mobile the
next morning outside my
freaking tent
82. Presented by @PPCKirk
Sooooo:
Always keep
attribution in mind
with Shopping Ads
especially
Last Click
ReportedValue
Actual Value
Last Click
ReportedValue
Actual Value
From Wikimedia Commons, the free media repository
84. Presented by @PPCKirk
optimization
Follow me on Twitter @PPCKirk for
dumb PPC memes & digital
marketing banter!
Thanks for listening!
For today’s slides visit:
Zatomarketing.com/blog/confluence