This document outlines an agenda for a 3-day Google Shopping virtual summit hosted by CPC Strategy. Day 1 focuses on crafting a Google Shopping strategy to drive direct ROI growth. Sessions will cover optimizing product data quality, improving product titles, and leveraging custom labels. Day 2 covers using competitor data to improve performance. Day 3 focuses on boosting performance through customer reviews in paid channels. The summit provides resources and allows participants to ask questions.
Competition for space on Google Shopping’s Product Listing Ads is on the rise, making it increasingly difficult for retailers and brands to get their products in front of potential customers who are actively searching for purchase options.
The 2016 Google Shopping Virtual Summit is designed to arm ecommerce marketing executives with an arsenal of Google Shopping Campaign insights and strategies to help increase product discoverability and ignite profitability and growth.
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 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.
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.
Making Better Marketing Decisions Using Campaign Attribution ModelsTinuiti
Designed by retail marketing advertisers, the Q4 PPC Summit will showcase the innovative strategies used by PPC experts & will demonstrate how to implement into your Q4 advertising armory.
Competition for space on Google Shopping’s Product Listing Ads is on the rise, making it increasingly difficult for retailers and brands to get their products in front of potential customers who are actively searching for purchase options.
The 2016 Google Shopping Virtual Summit is designed to arm ecommerce marketing executives with an arsenal of Google Shopping Campaign insights and strategies to help increase product discoverability and ignite profitability and growth.
Owning The Q4 Google Shopping Search ResultsTinuiti
Designed by retail marketing advertisers, the Q4 PPC Summit will showcase the innovative strategies used by PPC experts & will demonstrate how to implement into your Q4 advertising armory.
Competition for space on Google Shopping’s Product Listing Ads is on the rise, making it increasingly difficult for retailers and brands to get their products in front of potential customers who are actively searching for purchase options.
The 2016 Google Shopping Virtual Summit is designed to arm ecommerce marketing executives with an arsenal of Google Shopping Campaign insights and strategies to help increase product discoverability and ignite profitability and growth.
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 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.
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.
Making Better Marketing Decisions Using Campaign Attribution ModelsTinuiti
Designed by retail marketing advertisers, the Q4 PPC Summit will showcase the innovative strategies used by PPC experts & will demonstrate how to implement into your Q4 advertising armory.
Competition for space on Google Shopping’s Product Listing Ads is on the rise, making it increasingly difficult for retailers and brands to get their products in front of potential customers who are actively searching for purchase options.
The 2016 Google Shopping Virtual Summit is designed to arm ecommerce marketing executives with an arsenal of Google Shopping Campaign insights and strategies to help increase product discoverability and ignite profitability and growth.
Owning The Q4 Google Shopping Search ResultsTinuiti
Designed by retail marketing advertisers, the Q4 PPC Summit will showcase the innovative strategies used by PPC experts & will demonstrate how to implement into your Q4 advertising armory.
How to Optimize Your Sponsored Products Strategy for Amazon Prime Day RecordingTinuiti
Despite consumer complaints over last year’s Amazon’s ‘Prime Day’, Amazon sellers still saw a dramatic increase in incremental revenue on this day with millions of consumers flocking to Amazon.
With the increased traffic to Amazon on this day, Amazon sellers need to prepare their marketing arsenal – especially their sponsored products strategy – to take full advantage of Amazon Prime Day.
3 Advanced Google Shopping Strategies to Maximize Holiday ConversionsTinuiti
The Story: The time of the year we as advertisers have all been waiting for – The Q4 holiday shopping season – It’s finally here.
With Thanksgiving & Cyber Monday right around the corner- the first thing that should be on your mind is how you’re going to (1) capture the influx of traffic & drive conversions and (2) how you’re going to increase the customer lifetime value of these Q4 shoppers.
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.
The 2017 eCommerce Marketer's Virtual Summit - Optimizing Your Key Conversion...Trustpilot
Trustpilot was featured in The 2017 eCommerce Marketer's Virtual Summit. We offered 5 outside-of-the-box elements to consider working into your conversion testing, with tactical tips, real-world examples, and benchmarked results from other companies. We also briefly covered some common pitfalls of today’s A/B testing protocol to ensure your testing provides clean, actionable results.
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.
The Q4 Amazon Virtual Summit is designed to arm high-volume, professional Amazon sellers with strategies & insights to maximize profitability & growth for the upcoming Q4 shopping rush.
This year, we’ll focus on how to properly prepare your listings & ensure you display in search, Q4 strategies for your Sponsored Product campaigns & how to create a winning Q4 game plan.
Ask an Expert: How to Measure the Effectiveness of Your branding CampaignsTinuiti
If asked to “grow brand awareness through digital marketing”, would you know where to start? Many brands & retailers fail to effectively measure the success in branding campaigns because they lack clear goals & structure. Therefore, they find themselves spending precious ad dollars with nothing to show for it.
Why Omnichannel Selling Is Now Tablestakes In EcommerceTinuiti
Topics Discussed:
Why omnichannel is a must in 2017
How do you choose which platform to focus on (they vary by company!)
How your internal data will drive your external decisions
Unconventional methods of omnichannel growth on conventional channels
Live Q&A
Live Q&A Broadcast: Maximizing Your Vendor Relationship with AmazonTinuiti
For many brands, the relationship with Amazon is purely transactional – PO’s predictably come and go like clockwork. Yet few brands approach Amazon as the huge growth opportunity that it is by taking more control over sales performance and investing in the right marketing programs.
For HeroConf: 4 Search Query Focused Techniques You Must Be Using in Your Sho...Impression
This session will guide you through advanced applications of search query filtering for Shopping campaigns. Discover 4 advanced ways to proactively use search queries to improve your ROI and explore how considering user intent, analysing product performance and utilizing RLSA audience targeting will open up new possibilities for advertisers to use search queries more effectively. You will learn:
The 4 techniques
Real-life examples of how the techniques have individually improved ROI of already successful Shopping campaigns
How to use the hidden AdWords column which matches product ID and search query data
Liam Wade
IMPRESSION DIGITAL
Closing the Loop: Profitable Product Level Ad Strategies for 2016Tinuiti
In this 60min product-level advertising course, CPC Strategy’s Retail Search Manager, Lewis Brannon & Hooklogic’s Vice President of Retail Strategy, Steve Elson, will dive into actionable steps (driven by data) that will to drive sales growth.
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
Pitch your questions to our Google Shopping Gurus, Lewis Brannon & Jason Bell, as they lead an open discussion about trends & strategies you need to prepare for success this holiday shopping season.
How Retail Marketers can Boost Their Facebook Advertising ROI in 2016Tinuiti
CPC Strategy & AdEspresso have teamed up to bring you a LIVE 60min Facebook Advertising course. We will dive into Facebook advertising strategies that will help you create awareness & drive conversions for your products.
Increasing Your Product Discoverability on the Amazon SERPTinuiti
In this 60-min Amazon Product Discoverability course, former member of the Amazon Seller Services team, Pat Petriello, will take a deep dive into what drives the Amazon SERP & actionable steps you can take to get your products found.
How to Spur Growth & Efficiency Gains with Dynamic Search AdsTinuiti
In this 60 minute Dynamic Search Ads webinar, CPC Strategy’s Paid Search Manager, Lewis Brannon, will dive into advanced DSA strategies that will drive traffic & increase campaign build-out efficiency.
Strategic Inventory Planning for the Holiday Shopping RushTinuiti
In order to help better prepare professional Amazon sellers, we’ve brought in the inventory management gurus over at Webgility and SkuVault to help sellers strategize their products, campaigns, prices & profits for Q4.
Mobile Research Study from Google & M/A/R/C ResearchNigel Mark Dias
Mobile In-Store Research
How in-store shoppers are using mobile devices
Research created in conjunction with: Google Shopper Marketing Agency Council, Research collaboration with Google, M/A/R/C Research, and top shopper
marketing agencies to uncover the role & opportunities for mobile in the shopping experience.
How to Optimize Your Sponsored Products Strategy for Amazon Prime Day RecordingTinuiti
Despite consumer complaints over last year’s Amazon’s ‘Prime Day’, Amazon sellers still saw a dramatic increase in incremental revenue on this day with millions of consumers flocking to Amazon.
With the increased traffic to Amazon on this day, Amazon sellers need to prepare their marketing arsenal – especially their sponsored products strategy – to take full advantage of Amazon Prime Day.
3 Advanced Google Shopping Strategies to Maximize Holiday ConversionsTinuiti
The Story: The time of the year we as advertisers have all been waiting for – The Q4 holiday shopping season – It’s finally here.
With Thanksgiving & Cyber Monday right around the corner- the first thing that should be on your mind is how you’re going to (1) capture the influx of traffic & drive conversions and (2) how you’re going to increase the customer lifetime value of these Q4 shoppers.
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.
The 2017 eCommerce Marketer's Virtual Summit - Optimizing Your Key Conversion...Trustpilot
Trustpilot was featured in The 2017 eCommerce Marketer's Virtual Summit. We offered 5 outside-of-the-box elements to consider working into your conversion testing, with tactical tips, real-world examples, and benchmarked results from other companies. We also briefly covered some common pitfalls of today’s A/B testing protocol to ensure your testing provides clean, actionable results.
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.
The Q4 Amazon Virtual Summit is designed to arm high-volume, professional Amazon sellers with strategies & insights to maximize profitability & growth for the upcoming Q4 shopping rush.
This year, we’ll focus on how to properly prepare your listings & ensure you display in search, Q4 strategies for your Sponsored Product campaigns & how to create a winning Q4 game plan.
Ask an Expert: How to Measure the Effectiveness of Your branding CampaignsTinuiti
If asked to “grow brand awareness through digital marketing”, would you know where to start? Many brands & retailers fail to effectively measure the success in branding campaigns because they lack clear goals & structure. Therefore, they find themselves spending precious ad dollars with nothing to show for it.
Why Omnichannel Selling Is Now Tablestakes In EcommerceTinuiti
Topics Discussed:
Why omnichannel is a must in 2017
How do you choose which platform to focus on (they vary by company!)
How your internal data will drive your external decisions
Unconventional methods of omnichannel growth on conventional channels
Live Q&A
Live Q&A Broadcast: Maximizing Your Vendor Relationship with AmazonTinuiti
For many brands, the relationship with Amazon is purely transactional – PO’s predictably come and go like clockwork. Yet few brands approach Amazon as the huge growth opportunity that it is by taking more control over sales performance and investing in the right marketing programs.
For HeroConf: 4 Search Query Focused Techniques You Must Be Using in Your Sho...Impression
This session will guide you through advanced applications of search query filtering for Shopping campaigns. Discover 4 advanced ways to proactively use search queries to improve your ROI and explore how considering user intent, analysing product performance and utilizing RLSA audience targeting will open up new possibilities for advertisers to use search queries more effectively. You will learn:
The 4 techniques
Real-life examples of how the techniques have individually improved ROI of already successful Shopping campaigns
How to use the hidden AdWords column which matches product ID and search query data
Liam Wade
IMPRESSION DIGITAL
Closing the Loop: Profitable Product Level Ad Strategies for 2016Tinuiti
In this 60min product-level advertising course, CPC Strategy’s Retail Search Manager, Lewis Brannon & Hooklogic’s Vice President of Retail Strategy, Steve Elson, will dive into actionable steps (driven by data) that will to drive sales growth.
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
Pitch your questions to our Google Shopping Gurus, Lewis Brannon & Jason Bell, as they lead an open discussion about trends & strategies you need to prepare for success this holiday shopping season.
How Retail Marketers can Boost Their Facebook Advertising ROI in 2016Tinuiti
CPC Strategy & AdEspresso have teamed up to bring you a LIVE 60min Facebook Advertising course. We will dive into Facebook advertising strategies that will help you create awareness & drive conversions for your products.
Increasing Your Product Discoverability on the Amazon SERPTinuiti
In this 60-min Amazon Product Discoverability course, former member of the Amazon Seller Services team, Pat Petriello, will take a deep dive into what drives the Amazon SERP & actionable steps you can take to get your products found.
How to Spur Growth & Efficiency Gains with Dynamic Search AdsTinuiti
In this 60 minute Dynamic Search Ads webinar, CPC Strategy’s Paid Search Manager, Lewis Brannon, will dive into advanced DSA strategies that will drive traffic & increase campaign build-out efficiency.
Strategic Inventory Planning for the Holiday Shopping RushTinuiti
In order to help better prepare professional Amazon sellers, we’ve brought in the inventory management gurus over at Webgility and SkuVault to help sellers strategize their products, campaigns, prices & profits for Q4.
Mobile Research Study from Google & M/A/R/C ResearchNigel Mark Dias
Mobile In-Store Research
How in-store shoppers are using mobile devices
Research created in conjunction with: Google Shopper Marketing Agency Council, Research collaboration with Google, M/A/R/C Research, and top shopper
marketing agencies to uncover the role & opportunities for mobile in the shopping experience.
Consumer Insights Overview - Premium Retail SolutionsWinston Ledet
An overview of the Premium Retail Solutions capabilities on Insights. From research on the customer journey, product specific research to competitive intelligence Premium Insights can help drive your business
Managing the Store Transformation Process: Why it’s imperative to transform your physical store
This White paper explores how a new empowered customer experience can be achieved. It also addresses the second essential step, the transformation plan and metrics that will be used to measure success. This key step enables the creation of the store transformation strategy, vision and roadmap.
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
Our Shopper Marketing Methodology is a planning methodology that highlights our premium tool-kit of tools & templates to help you develop and implement a shopper marketing strategy that increases sales, builds shopper insights, and grows brand awareness.
Demand Metric methodologies are step-by-step guides that help you build strategic processes using "Best Practices" and other Demand Metric tools & templates.
Stages of this methodology include:
Learn About Shopper
Analyze Opportunities
Strategic Planning
Technology Selection
Campaign Execution
Measure Results
We created the Customer Engagement Framework to help organizations improve their shopper marketing efforts across 6 categories: Roles, Responsibilities, Processes, Technology, Content and Metrics.
This framework was designed with shopper marketing best practices in mind. It should be used to audit your current capabilities and ultimately help you document an action plan for each of the following stakeholders: Senior Management, Shopper Marketing Owner, Brand Marketing, Insights, Digital & Social Media, Sales Management, Field and/or Account Teams and Retail/Channel Sales Partners.
Our Shopper Marketing Methodology is a planning methodology that highlights our premium tool-kit of tools & templates to help you develop and implement a shopper marketing strategy that increases sales, builds shopper insights, and grows brand awareness.
Demand Metric methodologies are step-by-step guides that help you build strategic processes using "Best Practices" and other Demand Metric tools & templates. For background info on Demand Metric methodologies, read our blog post: Much Ado About Methodologies.
Stages of this methodology include:
Learn About Shopper
Analyze Opportunities
Strategic Planning
Technology Selection
Campaign Execution
Measure Results
Make Google Work for You: A Local Business Guide to AdWordsSurefire Local
Throughout this presentation, learn the following:
- How to target people in your area with your local ads
- Anatomy of the perfect Google ad (Expanded ads = expanded revenue opportunities)
- How to tailor your Google ads to mobile devices and an ever-growing audience that uses them
- Do's & don'ts of running local campaigns
How to 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.
Amazon Growth workshop was presented at Linnacademy in Manchester. The workshop focused on three areas crucial for growing your business on Amazon - Organic Search Ranking, Winning the buy box and Paid Ads
Finding the right products and best practices - Autumn FairDaytodayebay
In this presentation, we discuss how to go about finding the right product to sell and listing best practices on Amazon. Below are the topics covered:
Understanding market size and the competition
Determining if it is a fad or a growing market
Who is your target market?
Setting a price and understanding the margin
Optimising your product listing for Amazon's search criteria and using Amazon's marketing services
Planning for the future – is your product scalable?
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
Maximizing Your Amazon Product Discoverability Via Content OptimizationTinuiti
Tune in as Pat Petriello, Former member of the Amazon Seller Services Team, dives into actionable steps you can take to improve your content & convert more consumers.
Amazon SEO and Sponsored Ads Best PracticesDaytodayebay
Prabhat Shah from Online Seller UK talks about Amazon SEO best practices and Sponsored Ads Best Practices.
Reach out to Prabhat - www.onlineselleruk.com
Shopping ads and buy buttons - what's new (June 2015)Ann Stanley
The huge growth in Google Shopping or Product Listing ads has meant massive innovation, with new features offered in Google and the announcement of the Google button. However Amazon, Facebook and social platforms have all responded by offering a range of products ads and buy buttons. This article presented at SASCon in Manchester gives an overview of the current status of all the options available to e-commerce merchants.
Google shopping and the evolving pla landscape white paperDice Nakamura
Dice Nakamura is the Business Development Manager at Vertical Nerve, a Dallas-based firm focusing on data-driven marketing and digital analytics. Vertical Nerve is a Google Analytics Certified Partner and a Google Analytics Premium Authorized Reseller. Dice has over 5 years of experience covering Google Shopping and complex PLA marketing strategies.
eTail West 2016: What Really Works in Google ShoppingROI Revolution
Product and growth is quickly outpacing text ads in Google. Take advantage of this shift and stay ahead of your competitors by creating smarter Google Shopping campaigns. Discover how Hydro Flask saw significant growth by applying a few simple but powerful strategies to their Google Shopping campaigns. Hydro Flask will share their experience on profitably integrating Google Shopping into their larger marketing plan, while paid search expert Denis Coombes shares specific strategies you can use to see great results in your own campaigns.
Amazon Listing Optimizations that Drive Visibility & SalesTinuiti
Did you know, 70% of customers never click past the first page of Amazon’s search results when looking for a product? It’s a scary thought for many Amazon sellers & vendors trying to drive product discoverability & maximize sales velocity.
Therefore, CPC Strategy, Jungle Scout & Splitly have teamed up to discuss advanced product listing optimizations to rank higher, increase product visibility & drive revenue.
Similar to Day 1: 2016 Google Shopping Virtual Summit (20)
The 15 Minute Breakdown: The Answer to Signal LossTinuiti
Signal loss has been a challenge to navigate for marketers for quite some time now.
Signals have no where to go – but we found them a home. Let’s talk about it.
Join Tinuiti’s Data Privacy expert, Nirish Parsad, as he breaks down signal loss and shares insights on how to address one of marketing’s most pressing challenges – in just 15 minutes.
An Amazon Seller’s Guide to Operational Success: Driving Traffic from Externa...Tinuiti
Pushing organic traffic to Amazon is important, but marketers need to stay ahead of the competition and avoid spending valuable ad dollars on non-converting detail pages.
In this session, we will explain how sellers can achieve success by driving traffic to their storefront pages from outside sources and how to maximize review generation. Tinuiti’s retail operations expert will be joined by Amazon seller tools company, eComEngine, leading micro influencer marketing platform, Stack Influencer, and ad optimization toolkit, Ampd.
How to Master Omnichannel Display and Video for AmazonTinuiti
Diversifying your media mix leads to higher conversions – but what is the best way to do it?
Tune in to this session to hear from Tinuiti’s marketplace expert on how you can go beyond harvesting existing demand by diversifying your media mix. We’ll dive into the opportunities of Online Video (OLV), Streaming TV, incrementality, and how they all interface with AMC.
AMC and the Amazon Sphere: What You Did in 2020 Won’t Work in 2023Tinuiti
We all know the Amazon landscape has changed vastly since 2020 – but has your strategy adapted accordingly? Because the old playbook won’t cut it anymore.
During this session, hear from Tinuiti’s Marketplaces expert and digital marketing forecasting agency, Stratably, to hear what 2023 will look like and the tactics you need to leverage so you don’t miss out on new sales and stay ahead of the curve.
Bottom of Funnel Conversion: Search and Display Strategies to Jump-Start 2023...Tinuiti
For both advertisers and consumers, the economic uncertainty of 2023 looms large. Now is the time to be agile with your search and display strategy so you can get ahead.
Tinuiti’s marketplaces experts will share best practices for leveraging campaign coverage, keyword and product targeting, growth tactics, and more during this session. Join us to learn more about how to beat the competition by focusing on bottom of the funnel conversions.
Driving Middle Funnel with Consideration: How to take Advantage of the Newest...Tinuiti
You may have great awareness and conversion tactics, but if you can’t convert potential customers in the middle of the funnel, your efforts will be for naught.
Learn how to make every moment shoppable and join Tinuiti’s Marketplaces expert and sustainable advertising platform, Teads, to understand the importance of driving middle of the funnel tactics, and the latest tips on how to do so.
Finding The New Top of Funnel: In-Store Physical Retail MediaTinuiti
In-store engagements have long been considered the last stop in the consumer journey. But with the rise in digital capabilities, in-store advertising is becoming a search and discovery tactic as well. In-store advertisements are becoming an upper-funnel tactic, a tremendous opportunity for brands in the spaces where customers are ready to buy.
Tune into this session to hear from Tinuiti’s EVP of Commerce, joined by in-store consumer experience platform, Cooler Screens, as they reveal how to connect data points across retail media.
Finding The New Top of Funnel: Riding The Third WaveTinuiti
The third wave of retail media is destined to be the biggest of digital advertising (after the first and second waves of search and social) – but still leaves the question: “will we close the loop?” Our marketplaces expert joins subscription-based market research company, Insider Intelligence, in this can’t miss- session.
Bottom of Funnel Conversion: What Your Brand Can Do if Sales Are Down in Q1Tinuiti
If you’re looking to answer the most pressing question of 2023 – how can I more efficiently grow sales during Q1 with less budget? – then you won’t want to miss this session.
Join Tinuiti’s Commerce expert and Tinuiti client, organic food company, Nature’s Path, as they discuss effective ways to structure campaigns to drive conversions. The session will navigate the evolving channels in emerging marketplaces and how to stay on top.
The 15-Minute Breakdown: Clarifying the Misconceptions Behind Buying CTV/OTTTinuiti
Common perceptions are that buying streaming is too much for some ad budgets because of CPMs – however, our experts know that is not always the case.
Join our Tinuiti x Bliss Point Media expert, Rochell Rotenberg, as she walks through three ways to make media buying more efficient – in just 15 minutes.
5 Myths About Breaking Into the Streaming Space, DebunkedTinuiti
There’s something scarier out there than Bigfoot and the Boogeyman combined – and that’s the myths many marketers believe about Streaming advertising. But much like a blurry snapshot of a mysterious creature, these misconceptions quickly fall apart upon closer investigation.
Join Tinuiti x Bliss Point Media’s Streaming expert, Elisa Westman, as she breaks down the five most common myths about Streaming advertising so your brand can make a more informed investment decision.
Turning Shoppers Into Customers: How to Retain Your New Customers Post-HolidayTinuiti
The holiday shopping frenzy has come to an end and it’s finally time to take a step back from your marketing strategy and enjoy some downtime, right? Wrong! ‘Tis the season to capitalize on holiday shoppers and convert them into loyal customers.
Join Tinuiti’s panel discussion as we sit down with experts from Movable Ink, a content personalization platform, Yotpo, eCommerce marketing platform, and Justuno, conversion marketing and analytics platform, to weigh in on how you can leverage different channels – and make connections between them – to retain shoppers post-holiday.
The 15-Minute Breakdown - 5 Big Bets for 2023Tinuiti
The word of the year for 2020 was “Unprecedented.” In 2021, it was “Resilience.” For 2022, we’d go with “Chaotic.” And, if we had to guess how 2023 is going to shape up, we’d pick two very different words, depending on what type of marketer you are: “Survivor” or “Thriver.”
During tough times, it can be difficult to go bold with your marketing strategies. But, it’s exactly when competitors are treading water that courageous companies should wade into the deep end and push off the wall with all their might.
We’re placing our Big Bets for 2023—and unveiling them in this webinar. You won’t want to miss it.
2023 Digital Marketing Panels: How Can I Be More Efficient With My Budget and...Tinuiti
With economic uncertainty, it’s more critical than ever to ensure that each and every dollar of ad spend drives performance.
In this session, Tinuiti’s CRO experts will talk with our partners from conversion marketing and analytics platform, Justuno, and experience optimization platform, VWO, about how to efficiently convert customers, tools to leverage and how to get ahead. Enter 2023 with confidence by joining this informative session.
2023 Digital Marketing: How Do I Reach New Customers and Convert Audiences In...Tinuiti
In the challenging economic climate, brands are facing more pressure than ever to reach new customers – and to do so in a way that is budget-efficient.
In this session, join Tinuiti and our Streaming agency, Bliss Point Media, alongside our partners from custom algorithm platform, Chalice, and out-of-home advertising platform, Ad Quick. You’ll learn ways to maximize your ROI by filling the funnel. We’ll also cover solutions for overcoming common measurement challenges, audience targeting, and cookie deprecation.
2023 Digital Marketing Panels: How Can Social Perform Now That Content Is Cha...Tinuiti
The playbook for the type of content that performs best on social channels has been upended. Our Paid Social experts are joined by our partners from Reddit, and plug-and-play machine-learning platform, Black Crow, in this panel discussion.
We’ll dive into how to overcome a lack of creative resources, how to incorporate macro- and micro- influencers, and how to develop a comprehensive social strategy that performs. Tune in to learn best practices for leveraging platforms, data, and more.
2023 Digital Marketing Panels: How Do I Effectively Use My Data, Especially N...Tinuiti
Signal loss isn’t coming. It’s here. And understanding how to use data properly across your customer Lifecycle is more crucial than ever before.
During this session, hear from Tinuiti’s in-house experts alongside our partners from marketing automation platform, Klaviyo, and the world’s leading data activation platform, Hightouch. We’ll cover best practices for data strategy to adapt to the current privacy-by-default landscape. You don’t want to miss these valuable tips to help you navigate the landscape going into next year.
2023 Digital Marketing Panels: How Do I Diversify My Presence Online and Get ...Tinuiti
Consumer consumption patterns are changing and meeting people where they are is more imperative than ever.
Tinuiti’s marketplaces experts will be joined by our partners from the Amazon seller tools company, eComEngine, and the leading all-in-one platform for selling on Amazon, Jungle Scout. We’ll share brand strategy and forecasting tips for how to nurture your customers and convert leads. We’ll also dive into supply chain restraints, how to optimize delivery systems, opportunities to take advantage of on Amazon, and more.
2023 Digital Marketing Panels: How do I prepare for what’s next in 2023?Tinuiti
How do you prepare for what’s next in 2023? Join us for an Honest discussion (pun intended) on consumer sentiment, the shifting consumer landscape, and how to win.
During this candid talk, we are joined in conversation by Tinuiti client and award-winning baby and beauty store, The Honest Company. Together, we will dive into how Honest has navigated retail challenges and pivoted through the ever-changing retail landscape to continue to reach its ideal customers.
(Another) Wild Year in Data Privacy: What Went Down in 2022 & What to Expect ...Tinuiti
Here we are at the end of another crazy year navigating an ever-changing privacy landscape. And, we hate to break it to you…but 2023 is shaping up to bring even more changes. The question is – are you prepared?
In this webinar, our privacy experts recap everything that happened in 2022, and provide you with your survival guide for 2023 – you won’t want to miss this.
2. 2016 Summit Layout
Day 1
Crafting Your Google Shopping Strategy to Drive
Direct ROI Growth
Day 2
Using Your Competitors’ Data to Drive Performance
on Google Shopping
Day 3
Leveraging Customer Reviews to Boost Performance
& Efficiency in PPC Channels
3. Logistics
Session Recording Will Be Sent out Tomorrow Morning
Q&A Throughout the Presentation
Submit Questions In the Chat Box to the Right
Resources In the Handouts Section to the Right
Today’s Resources
4. OVERVIEW
• Founded in 2007
• Recognized as an Official Google Shopping Partner
• 300+ Active Retail Clients
• Top 50 fastest growing company in San Diego 3 years
CLIENTS
About CPC Strategy
SOLUTIONS
• Retail-focused Paid Search (PPC)
• Google Shopping Management
• Shopping Channel Management
• Amazon Sales Acceleration
5.
6. The CAPx Shopping Platform
P r o g r a m m a t i c B i d d i n g & M a n a g e m e n t S o f t w a r e
f o r G o o g l e S h o p p i n g A d v e r t i s e r s
What is The CAPx Shopping Platform?
• A Programmatic Approach to Google Shopping Management
• Product Feed Optimizer – Product Title Changes
• Efficient Custom Label Management
• Granular Programmatic Bidding Rules
cpcstrategy.com/CAPx-Shopping-Platform/
7. Crafting Your Google Shopping Strategy
to Drive Direct ROI Growth
Day 1 | Innovative & Lucrative Google Shopping Strategies
8. Jason Bell
Senior Retail Search Manager
✓ Experience managing accounts for Riddell, Deluxe, ABT, & Sears
✓ Over 6 years of SEM experience
✓ Flag football superstar
9. Course Overview
• Basic Product Data Quality – “The Easy Stuff”
• Improving your product titles for search intent
• Manipulating Custom Labels to Strengthen Bidding Efficiency
• Exact & Phrase Match Targeting for Google Shopping Campaigns
•Q&A
10. Poll For The Audience…
Are you making optimizations to your product feed?
A. Yes, consistently making optimizations
B. Yes, but only periodically
C. Not as much as I would like to
D. Not making any optimizations
12. Google Merchant Center Diagnostics Tab
Before We Get Started
If you already have a Google Merchant Center account and Shopping Campaign rolling, I suggest we start
here.
Diagnostics Tab
Found within ‘Diagnostics’ on the left side
navigation bar within your Google Merchant
Center
• Shows most of your current warnings and
disapproved product issues
Feed Report
Found within ‘Feeds’ button on the left side nav
bar
• Shows issues the system picks up during
import of the product feed
13. Designated GTINs (Global Trade Item Number)
May 16th Deadline For GTIN Inclusion on Select Products/Brands
• Google is now requiring GTIN values for Brands/Manufacturers who are known to
register this for their products
• Officially enforced Thursday 5/19
GTINs include the following
• UPCs (North America), EAN (Europe), JAN (Japan), ISBN (Books), & ITF-14
(multipacks)
Importance?
• Products are disapproved and eventually a suspension could be applied to your
account if not taken care of
Best Practice
• Gather GTINs from all Manufacturers and request them moving forward (if
available)
• Easier said than done but will ensure quality data in the long term
• Manufacturers are (or should be) aware of this recent enforcement and
willing to assist
Basic Product Data Quality – “The Easy Stuff”
14. Basic Product Data Quality – “The Easy Stuff”
Fully Populated Columns
Typically focus on required columns first, then move onto optional columns.
• A list of required columns can be found here
Pro Tip:
• Ctrl + Down in desired columns
• Filter for Blanks (recommended)
15. Basic Product Data Quality – “The Easy Stuff”
Links (Product Page & URLs)
Do They Work?
Test 5+ links. I recommend testing at least a couple of higher AOV items & best sellers with and without
tracking attached.
• Tracking could include Google Analytics UTM tracking or other variations such as Omniture SIDs
• Ensure your expected unit drivers & sale items are correct and working. These are your bread & butter
during Black Friday & Cyber Monday sales.
Do You Have Variations Of Your Products? If So, Does The Landing Page Show The
Corresponding Variation When Loaded?
How Are Your Landing Pages Set Up?
1. Single parent page with a drop down to select size/color or other variable options
• Is the variation option pre-selected when URL is loaded?
2. Multiple pages per variation product
• In this case, ensure the correct variations are showing up
f you have variations but are only sending a parent product in the feed, potentially building the variations
out and sending them will help visibility of your business during the holiday shopping season.
16. Basic Product Data Quality – “The Easy Stuff”
Images
Check Sizes
Google recommends 800 x 800, what size do we receive?
• Is it possible to change the dimensions within the URL itself?
• Do you have access to multiple image columns?
• You are eligible to send additional image URLs to Google within the feed
• Recommended to send the highest quality image as the main image
Watermarks / Promotional Text
These can be hard to spot if they are on select products out of a multi-thousand
product feed. --- Spot check for these and be on the look out for Google Warnings
(or history of them)
*Note: Any text within an image could be flagged by Google as “Promotional Text”
be careful.
17. Basic Product Data Quality – “The Easy Stuff”
IDs
Are They Unique?
Typically you will want to check all Unique IDs to find any duplicates. This includes SKU, MPN, UPC, ISBN, GTIN.
Ideally all values are unique even if they are variants however MPNs aren't penalized if they are duplicated.
• The item_group ID column is a great way to signal to Google that there are several variants that relate to 1
parent item_group ID
• This helps Google tell if there are variants of a product and helps to unlock the ‘Show all’ feature below:
Feed Example - Important: A Parent SKU should be present for variants of a product
SKU MPN Item_Group_ID Title
A4-N6152-0001 N6152 A4-N6152 A4 Adult 2 Snap Zip Up Baseball Pants - Black - Small
A4-N6152-0002 N6152 A4-N6152 A4 Adult 2 Snap Zip Up Baseball Pants - Black - Medium
A4-N6152-0003 N6152 A4-N6152 A4 Adult 2 Snap Zip Up Baseball Pants - Black - Large
A4-N6152-0006 N6152 A4-N6152 A4 Adult 2 Snap Zip Up Baseball Pants - Grey - Small
A4-N6152-0007 N6152 A4-N6152 A4 Adult 2 Snap Zip Up Baseball Pants - Grey - Medium
A4-N6152-0008 N6152 A4-N6152 A4 Adult 2 Snap Zip Up Baseball Pants - Grey - Large
18. Basic Product Data Quality – “The Easy Stuff”
Do The SKUs Match What You Previously Sent?
This is important because relevancy is attached to the product SKU and not the MPN or UPC
(unless those were being sent as the merchant SKUs previously)
• It is not recommended to change your product IDs once they are set and have gathered data.
Pro Tip:
• SKUs are typically unique to each merchant
• MPNs should be unique to each product, similar across all merchants (can contain variance)
• UPCs will be unique to each product bottom line (shouldn’t contain any variance)
19. MPNs / SKUs
Are The MPNs Modified?
Some retailers will add Brand or Vendor Part Number Prefixes while some add or remove dashes or other characters.
Do MPNs Match What Other Retailers Have?
Google searches should help us figure this out.
Do Our Skus Match Up Between The Feed And Google Analytics?
•If not, I recommend adding a new column into the feed with those values or keeping a legend handy in case you want
to match GA data.
•The benefit of the above is the allowance for historical GA data to be used at the SKU level to pull top sellers site-wide
or through specific channels.
•The “utm_term=“ tracking parameter will help us collect matching IDs after they are installed but will not help us with
historical data.
• Much of this can be ignored if using ‘Auto Tagging’ but I find it useful to pass the values just in case
Basic Product Data Quality – “The Easy Stuff”
20. Prices
Are Prices Accurate? Are Prices > $0?
These are easy checks that we should run after the exported are created.
• Check a few large AOV prices & some best sellers (if you have them on hand)
• Use the filtering option to search for $0 items
• The quickest way to a bounced user is to show a price higher on your landing page
than what is in your ad
Product Variations
Are We Missing / Not Sending Product Variations? Why or why not?
• During Black Friday & Cyber Monday (if your budget allows) I recommend including
variations and dominating the search impression share
• Optional to only do this on top performers or unit drivers
• We don’t have to send them, but it is helpful to have them available should we need
them in the future.
Basic Product Data Quality – “The Easy Stuff”
21. Shipping & Tax Data
Are we accurately providing Shipping & Tax data?
• Depending on how complicated your Shipping or Tax rules are will decide if it is more accurate to use the
Google Login or Feed
Easy Shipping & Tax Rules?
• Using the Google login will like be your best bet to quickly set up your rules as well as adjust them on the fly.
Complicated Rules or Special Considerations?
• Depending on what this entails, it may be best to send these within your feed directly
• This can be tricky and more information can be found here
Basic Product Data Quality – “The Easy Stuff”
23. Title / Description Enhancements
Brand
These should almost always be added to the front of the titles however we can also test adding
them to the end of the titles if we want to push more weight to other parts of the title. (e.g. ‘J.W.
Hulme’ is not searched often or included in most of our search terms)
Example:
Attributes: Color / Size / Gender
The addition of attributes in the title is very important as attributes are often keywords used by
customers who are looking for something specific.
Example:
J.W. Hulme Leather Brief Bag J.W. Hulme Mens Brown Leather Brief Bag
Other Options:
• J.W. Hulme Mens Heritage Leather Brief Bag in Brown
• J.W. Hulme Heritage Leather Brief Bag for Men - Brown
• Mens Leather Brief Bag by J.W. Hulme – Brown
vs.
J.W. Hulme Leather Brief Bag Leather Brief Bag by J.W. Hulmevs.
Improving Your Product Titles for Search Intent
24. Improving Your Product Titles for Search Intent
Title / Description Enhancements
MPN / Style Number
Typically these are more useful for Electronics or Appliance merchants where customers are looking for a
specific model or style number.
• Research into Google Analytics or Search Query Reports to see if MPN or Style Numbers are being used to
search for products. Feed:
Search Query Report:
Google Results:
Product Type
Does the title actually say what the product is?
Example: “J.W. Hulme Mens Heritage Leather Brief In Brown” works but it doesn’t have the key
word “bag” or “case”
25. Title / Description Enhancements
Excessive Capitalization
This is something that can easily slip passed even the most cunning eyes.
Pro Tip: Excessive Capitalization
• SB can use the =PROPER() function to change the 1st letter in each word of a cell to uppercase, leaving the rest lower case.
• Be careful with this function if you are dealing with MPNs in the titles which look much better with full capitalization.
HTLM & Other Encoding Artifacts
This is also very common and can easily be missed. I typically find these during my search for larger issues. The
encoding artifacts are common when apostrophes, commas, ampersands, etc. are used in the text but not
decoded properly.
Pro Tip:
• Usually a quick FIND (CTRL + F) within Excel for the following characters will help me spot theses earlier. < , Â , € , { , %
Does The Title Make Sense?
Does it read well? Does it look out of the ordinary? Make sure its not just keyword soup.
Improving Your Product Titles for Search Intent
26. Electronics & Appliances
Title / Description Additions or Manipulations
MPNs
• Targets users who know the specific model #
Specifications
• Size, Features, Additions, Color, etc..
Brand Name (typically to the front)
• Let your data decide if brand should be closer to the front (recommended)
Product Type / Google Product Categories
• Granularity helps create more levers within your product groups
• Ability to target and bid on specific products types easily
Custom Labels
• Product Types
• Price Ranges
• ROI Margins
• Product Group IDs (variations)
Category Specific Data Enhancements
27. Category Specific Data Enhancements
Apparel
Title / Description Additions or Manipulations
• Brand Name (typically to the front)
• Product Descriptors
• Gender, Size, Color, Material, etc..
• Including ‘Style Names’
• Product Types (e.g. Boots or Leather Briefcase)
Product Type / Google Product Categories
• Granularity helps create more levers within your product groups
• Product Type e.g. Apparel > Womens > Boots vs Apparel
Custom Labels
• Price Floor
• ‘Style Names’
• Product Types e.g. ‘boots’ or ‘briefcases’
• Colors
• Size
• Material
28. Poll For The Audience…
Are you currently utilizing Custom Labels?
A. Yes, consistently
B. Yes, but only periodically
C. Not as much as I would like to
D. What are custom labels?
30. How to Manipulate Custom Labels
Custom Labels
Fill Your Labels
Even if you don’t plan to actually build out the campaign and pull these levers at launch, it is always a good idea to
collect data along as many points as possible. What data would be useful for you to collect?
Pro Tip:
• Product attributes work great to fill up empty custom label columns. Collecting data on “color”,
“material”, “style”, “size”, etc may not have any immediate benefits but it does allow you to run some interesting reports.
31. How to Manipulate Custom Labels
Custom Labels
Custom Groupings
Labeling specific groupings of products easily allows you to adjust bids up or down
• Best Sellers
• Promotional SKUs
• Seasonal Items (ie: Winter Jackets / Sandals / Air Conditioners / etc.)
• Price Buckets or Price Floor (ie: Under $30)
• Parent Groupings (When dealing with Child Variants)
• Performance Based
• Margin Based
Several different options, adjust based upon your needs and what makes it easiest to manage and improve
the performance of your campaigns.
33. Implementing Keyword Insertions
Questions to Explore
• Do PLAs show up for these keywords when running a manual search?
• Does at least one of your products show up when running this search?
• How much does your Shopping campaigns currently spend on these keywords?
• Do your product titles or descriptions include this keyword?
Leveraging Current PPC Campaigns/Keywords
Great place to start when trying to ensure you dominate the PLAs within your top performing SERPs
• Shopping typically has a higher conversion rate, having your text ads and PLA ads visible on the same
search result can help strengthen the credibility to potential customers.
34. Finding Search Term Reports
You can run this on all your campaigns as well if you want to know your account wide top performing search
queries
*Note: These are typically not the keywords you are bidding on (PPC). Instead this shows you metrics on
the auctions you are winning based upon what the user is actually typing in the search bar.
Implementing Keyword Insertions
Finding Your Site Search Data
This is where you pull the data through Google Analytics
36. Improving & Leveraging Categorization
Product Types / GPCs
Product Types are very Important
These have been confirmed by Google to be indexed for search. No longer are they only used for manipulating
your campaign builds.
• These should be more accurate and granular than the GPCs which can make them useful for grouping
products aside from the GPCs or Custom Labels.
ProTip:
• Product Type is the retailers categorization
• GPCs / Google Product Categories are
the closest Google equivalent
37. Improving & Leveraging Categorization
Does The Retailer Have Multiple Delimited Categories?
These could be separate by commas, dashes, backslashes, or carrots (ideal) for example.
ProTip:
• Create granular Product Types using carrots ( > ) as delimiters. It is recommended that this goes down
to 3 – 5 levels.
• Bad Product Type
Apparel > Shoes
• Good Product Types
Apparel > Mens > Dress Shoes
• Ideal Product Type
Apparel > Mens > Dress Shoes > Salvatore Ferragamo > 'Regal' Pebbled Leather Loafer
Product Names in Product Types?
This is something we have been experimenting with and it comes especially in handy when dealing with
apparel items however with Google now indexing product_types, we recommend adding product names to
the ends of all your product_types.
38. Overall Data Quality
Important Considerations When Dealing w/ Data Quality
Important Features Or Data Points Of The Products You Sell
• These should be highlighted within the titles & descriptions and readily available within the feed
• Different depending on product types – e.g. Electronics vs Apparel
Audience & Typical Searches Done By Your Customers
• Are MPNs or Part Numbers used often? e.g. Electronics & Appliances
• Are there several sizes to distinguish? e.g. Apparel & Hardware
Your Current Data Quality
• Are you receiving this data from the manufacturers?
• Are you supplying this data to Google / on your site / within your feed?
What Your Data Points Tells You
• Running the reports previously outlined, where are your highest conversion rates or orders coming from?
• What opportunities do you have to grow or improve ROI based upon these reports?
39. Exact & Phrase Match Targeting for
Google Shopping Campaigns
40. Google Shopping ISO Strategy
ISO Strategy – [Exact] or “Phrase” match targeting
What is it?
• Ability to target an exact keyword or phrase within Google Shopping w/o the need of a
daily negative keyword addition (ie: SQO Strategy)
• Shifting focus away from only product level performance to search query performance
How is it accomplished?
• Through the use of both the campaign priority settings and negative keyword sculpting
Pros?
• Target high or low value queries
• Better control the product mix for these queries on the SERP
• Control spend/bids on the search query level and not only the product level
Cons?
• Potential overexposure of specific products which can lead to lower overall CTR for a
given search query
• Limiting of traffic on Shopping tab if not careful
41. Google Shopping ISO Strategy
Example Initial Uses
Impression Share Targeting / SERP Ownership
• Targeting very high impression share (90%+) on specific key terms
Improve ROI on poor performing queries
• Grouping of poor performing keywords into a single campaign where the average bid
will be lower
Search Intent Sculpting
• Ability to separate search query traffic based upon user intent.
• Top vs Middle vs Bottom of the funnel traffic
Brand vs Non-Brand + Desktop vs Mobile
• Splitting up traffic between branded & non-branded searches with the goal of owning
more of the SERP on branded searches
• Addition of splitting up Desktop & Mobile traffic as well using these settings
42. Google Shopping ISO Strategy
The Setup
In a nutshell…
• You want your more targeted traffic to actually be housed in your lower priority
campaigns
• Use negatives in your higher priority campaigns to funnel either the [exact] match or
“phrase” match queries into your lower priority campaigns
• If multiple ISO campaigns are created, be sure to exclude their [exact] or “phrase”
queries from each other as well
Pro-Tip: typically I use negatives lists for each ISO campaign I create to make it easy to wrap
my head around where these lists should be applied
Catch All – High Priority: This will act as our main campaign to catch all traffic outside
of our ISO targeted traffic and any extra added negative keyword traffic
Low Bids – Medium Priority: This is used to only capture our negative keyword traffic
if we decide not to create an ISO campaign around these specifically
ISO Brand – Low Priority: Our actual ISO campaign, in this example used to target
queries which include our brand name
43. Google Shopping ISO Strategy
The Setup cont.
Further Explanation
• Think of it instead from the most targeted campaigns to the least targeted campaigns
instead of highest priority to lowest priority – its backwards
• Our most targeted campaign (Bottom of the funnel) is the lowest priority
• Followed by our Middle of the funnel campaign
• Lastly by our Top of the funnel campaign which receives the highest priority
Why?
• It comes down to how the priority settings are used
• Google’s Priority Settings information page can be found here
• The key is, that the highest priority campaign will bid unless there is something holding
the higher priority campaigns from bidding. We force negatives to remove the higher
priority campaigns from the ability to bid on these specific search queries.
• If you were to structure the priority settings opposite of what I have laid out, you will
need to constantly monitor negative keywords in your highest priority campaigns.
44. Google Shopping ISO Strategy
Example Breakouts
Brand vs Non-Brand + Desktop vs Mobile
• It is easy enough to create a Brand vs Non-Brand breakout without using ISO/priority
settings.
• This is used for the ability to break out Brand vs Non-Branded while simultaneously
splitting out your Desktop vs Mobile traffic
• Note: I am using a negative list which includes a phrase match term for the brand of this
client. This is added to all [NB] campaigns which stands for non-branded
45. Google Shopping ISO Strategy
Poor Performing Search Query Strategy
AKA Red ISO Strategy
• Test this out on some of your poorest performing keywords. Include some of the
keywords that you have previously added as negatives (unless they are totally irrelevant)
• Idea is to re-introduce these search queries into a separate campaign with lower bids
than the queries had previously. I recommend keeping bid levels around half of what
your current average Max CPC bids are (not avg. cpc)
To Get Started
• Create a new shopping campaign, set to lowest priority.
• I typically leave all other settings similar to my other campaigns (ie: device, location, ad
scheduling, etc.)
• Create an [exact] match negative list that you can share with all of your non-red ISO
campaigns.
• Either build out your product groups into your normal structure (recommended) or leave
as an All Products list if you would like. Our main goal is to keep an eye on search queries
& their performance.
• Turn this on and monitor – take a look at the search queries that come in to ensure the
structure is correct.
46. Google Shopping ISO Strategy
Results From Red ISO Strategy Test
Subjects of the test
• 115 Search Queries in Total
• 30 Days prior – We had a 2.87 ROAS on these keywords
• Spent $562.62 with only $1,614.84 in return
• Results may not be typical, seasonality & sale pricing on certain items also likely to cause even
further improved performance (from a conv. rate standpoint)
Campaign Structure
• Created a new low priority campaign
• Added [exact] match negative keywords into a list and applied to all of my other
campaigns
• Pushed a blanket bid of $0.30 on all products. I still built these out into my normal
structure including brands & product types.
• Main goal was to lower CPC on these queries and improve ROAS.
47. Google Shopping ISO Strategy
Results From Red ISO Strategy Test
30 Days Before & After Results
• Cost down 66%
• Avg. CPC down 73%
• ROAS up 370%
• I am only concerned with my main metrics of testing during this test due to the
introduction of previous negative keywords which could skew click and overall order
totals
• One main difference is that I also allowed ALL products to be available for this
campaigns where as in other campaigns I may have bid down or suppressed specific
products. Here, I am focused on the query level and not necessarily the product level.
• These numbers can still be a bit misleading but performance improvement is clearly
visible and we will be continuing to add search queries which are not profitable but still
relevant to this campaign to further testing.
50. Are you interested in test driving the CAPx Platform and/or talking
about your current Google Shopping Strategy?
A. Yes, please
B. No, thank you
51. Questions for Jason?
Submit your questions in the chat box on the right
cpcstrategy.com/retail-search-audit/
www.CPCStrategy.com | 619.501.6138 | contact@cpcstrategy.com
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