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!

1. I Don’t Know How to Run
Shopping Ads
And at this Point I’m Too
Afraid to Ask
Kirk Williams // ZATO
SLIDESHARE.NET/PPCKirk
@PPCKirk

2. 1,279 KM = MONTANA

3. 1,271 KM = LONDON TO LIEZEN

4. GLOBAL ECOMMERCE RETAIL
HAS HIT IT’S APEX…
£26 Trillion
http://bit.ly/global-ecom-2019
@PPCKIRK | ZATO #BRIGHTONSEO | SEP 2019

5. …LOL… except not.
Grocery (£557B)
Real-Estate (£177T)
Automobile Sales (£4T)
…Services?! (LOTSA £££)
@PPCKIRK | ZATO #BRIGHTONSEO | SEP 2019

6. …ALSO, 6.2B
PEOPLE NOT
CURRENTLY
ONLINE
@PPCKIRK | ZATO #BRIGHTONSEO | SEP 2019

7. WHY SHOPPING ADS?
src: Merkle Q2 2019 Report

8. @PPCKIRK | ZATO #BRIGHTONSEO | SEP 2019

9. “How does this
shopping adz stuff
work… Kathy?”
- Vince V

11. WHERE DO
SHOPPING ADS
APPEAR?
@PPCKIRK | ZATO #BRIGHTONSEO | SEP 2019

12. DESKTOP

13. M
O
B
I
L
E
@PPCKIRK | ZATO #BRIGHTONSEO | SEP 2019

14. IMAGE TAB
SHOPPING TAB

15. YOUTUBE
LOCAL INVENTORY
ADS

16. JUST THE BEGINNING… THROUGH
SHOPPING ACTIONS
@PPCKIRK | ZATO #BRIGHTONSEO | SEP 2019

17. FEED SETUP
@PPCKIRK | ZATO #BRIGHTONSEO | SEP 2019

18. @PPCKIRK | ZATO #BRIGHTONSEO | SEP 2019

19. @PPCKIRK | ZATO #BRIGHTONSEO | SEP 2019

20. Hi, I’m
Feedy.
It looks like you’re
trying to create a
feed.

21. • Small feed/team?
Use a Google Sheet
• Large feed? Use your
dev team or a Feed
Provider.
@PPCKIRK | ZATO #BRIGHTONSEO | SEP 2019

22. What about those pesky item disapprovals?
@PPCKIRK | ZATO #BRIGHTONSEO | SEP 2019

23. Google Policy Filter Levels:
Train Them to Leave You Alone.
@PPCKIRK | ZATO #BRIGHTONSEO | SEP 2019

24. Microsoft Advertising?
Easy GMC Feed Import, FTW
@PPCKIRK | ZATO #BRIGHTONSEO | SEP 2019

25. “Uhh, we’re too busy to optimize all fields…
… how are you?”

26. 3 Key Fields for Optimization
@PPCKIRK | ZATO #BRIGHTONSEO | SEP 2019

27. •Title
 Identify the ideal title
formula for your products
Tips & Tricks:
@PPCKIRK | ZATO #BRIGHTONSEO | SEP 2019

28. + + + 10
Brand Gender Product Name Size
@PPCKIRK | ZATO #BRIGHTONSEO | SEP 2019

29. •Product
Type
@PPCKIRK | ZATO #BRIGHTONSEO | SEP 2019

30. Send Key Product
Attributes Through Product
Type to Give Google
Contextual Signals.
Couches > Netflix Couches > Leather Couches > Red
@PPCKIRK | ZATO #BRIGHTONSEO | SEP 2019

31. •Price
@PPCKIRK | ZATO #BRIGHTONSEO | SEP 2019

32. of US online shoppers rank price
“very/extremely influential” in
purchase decision.
@PPCKIRK | ZATO #BRIGHTONSEO | SEP 2019

33. MEET
HAROLD.
HAROLD LIKES
TO CLICK ON
YOUR ADS…
EVEN WHEN
YOUR PRICE
STINKS.

34. TAKE THAT, HAROLD.
@PPCKIRK | ZATO #BRIGHTONSEO | SEP 2019

35. CAMPAIGN
SETUP
@PPCKIRK | ZATO #BRIGHTONSEO | SEP 2019

36. @PPCKIRK | ZATO #BRIGHTONSEO | SEP 2019

37. MAX CPC = £0.50
@PPCKIRK | ZATO #BRIGHTONSEO | SEP 2019

38. 👉 Product Type
👉 Product Brand
👉 Custom Labels
(Pricepoint or
Top Performers)
Wisely
Segment,
You Must

39. Demand Creation - TOFU Queries - £0.25
Demand Capture - BOFU Queries - £1.00
@PPCKIRK | ZATO #BRIGHTONSEO | SEP 2019

40. @PPCKIRK | ZATO #BRIGHTONSEO | SEP 2019

41. TIME CONSUMING
BUILDS?
USE
@PPCKIRK | ZATO #BRIGHTONSEO | SEP 2019

42. @PPCKIRK | ZATO #BRIGHTONSEO | SEP 2019

43. DATA
TRANSPARENCY
@PPCKIRK | ZATO #BRIGHTONSEO | SEP 2019
Want Data?
Not on
Google’s pitch.

44. @PPCKIRK | ZATO #BRIGHTONSEO | SEP 2019

45. @PPCKIRK | ZATO #BRIGHTONSEO | SEP 2019

46. MACHINE
LEARNING
VOLATILITY
@PPCKIRK | ZATO #BRIGHTONSEO | SEP 2019

47. SOLUTION?
Better Together!
@PPCKIRK | ZATO #BRIGHTONSEO | SEP 2019

48. SMART
Top Products
Clearance Products
LEGACY
Group Wisely
Bid By Query
@PPCKIRK | ZATO #BRIGHTONSEO | SEP 2019

49. some of our clients