SlideShare a Scribd company logo
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
1,279 KM = MONTANA
1,271 KM = LONDON TO LIEZEN
GLOBAL ECOMMERCE RETAIL
HAS HIT IT’S APEX…
£26 Trillion
http://bit.ly/global-ecom-2019
@PPCKIRK | ZATO #BRIGHTONSEO | SEP 2019
…LOL… except not.
Grocery (£557B)
Real-Estate (£177T)
Automobile Sales (£4T)
…Services?! (LOTSA £££)
@PPCKIRK | ZATO #BRIGHTONSEO | SEP 2019
…ALSO, 6.2B
PEOPLE NOT
CURRENTLY
ONLINE
@PPCKIRK | ZATO #BRIGHTONSEO | SEP 2019
WHY SHOPPING ADS?
src: Merkle Q2 2019 Report
@PPCKIRK | ZATO #BRIGHTONSEO | SEP 2019
“How does this
shopping adz stuff
work… Kathy?”
- Vince V
WHERE DO
SHOPPING ADS
APPEAR?
@PPCKIRK | ZATO #BRIGHTONSEO | SEP 2019
DESKTOP
M
O
B
I
L
E
@PPCKIRK | ZATO #BRIGHTONSEO | SEP 2019
IMAGE TAB
SHOPPING TAB
YOUTUBE
LOCAL INVENTORY
ADS
JUST THE BEGINNING… THROUGH
SHOPPING ACTIONS
@PPCKIRK | ZATO #BRIGHTONSEO | SEP 2019
FEED SETUP
@PPCKIRK | ZATO #BRIGHTONSEO | SEP 2019
@PPCKIRK | ZATO #BRIGHTONSEO | SEP 2019
@PPCKIRK | ZATO #BRIGHTONSEO | SEP 2019
Hi, I’m
Feedy.
It looks like you’re
trying to create a
feed.
• Small feed/team?
Use a Google Sheet
• Large feed? Use your
dev team or a Feed
Provider.
@PPCKIRK | ZATO #BRIGHTONSEO | SEP 2019
What about those pesky item disapprovals?
@PPCKIRK | ZATO #BRIGHTONSEO | SEP 2019
Google Policy Filter Levels:
Train Them to Leave You Alone.
@PPCKIRK | ZATO #BRIGHTONSEO | SEP 2019
Microsoft Advertising?
Easy GMC Feed Import, FTW
@PPCKIRK | ZATO #BRIGHTONSEO | SEP 2019
“Uhh, we’re too busy to optimize all fields…
… how are you?”
3 Key Fields for Optimization
@PPCKIRK | ZATO #BRIGHTONSEO | SEP 2019
•Title
 Identify the ideal title
formula for your products
Tips & Tricks:
@PPCKIRK | ZATO #BRIGHTONSEO | SEP 2019
+ + + 10
Brand Gender Product Name Size
@PPCKIRK | ZATO #BRIGHTONSEO | SEP 2019
•Product
Type
@PPCKIRK | ZATO #BRIGHTONSEO | SEP 2019
Send Key Product
Attributes Through Product
Type to Give Google
Contextual Signals.
Couches > Netflix Couches > Leather Couches > Red
@PPCKIRK | ZATO #BRIGHTONSEO | SEP 2019
•Price
@PPCKIRK | ZATO #BRIGHTONSEO | SEP 2019
of US online shoppers rank price
“very/extremely influential” in
purchase decision.
@PPCKIRK | ZATO #BRIGHTONSEO | SEP 2019
MEET
HAROLD.
HAROLD LIKES
TO CLICK ON
YOUR ADS…
EVEN WHEN
YOUR PRICE
STINKS.
TAKE THAT, HAROLD.
@PPCKIRK | ZATO #BRIGHTONSEO | SEP 2019
CAMPAIGN
SETUP
@PPCKIRK | ZATO #BRIGHTONSEO | SEP 2019
@PPCKIRK | ZATO #BRIGHTONSEO | SEP 2019
MAX CPC = £0.50
@PPCKIRK | ZATO #BRIGHTONSEO | SEP 2019
👉 Product Type
👉 Product Brand
👉 Custom Labels
(Pricepoint or
Top Performers)
Wisely
Segment,
You Must
Demand Creation - TOFU Queries - £0.25
Demand Capture - BOFU Queries - £1.00
@PPCKIRK | ZATO #BRIGHTONSEO | SEP 2019
@PPCKIRK | ZATO #BRIGHTONSEO | SEP 2019
TIME CONSUMING
BUILDS?
USE
@PPCKIRK | ZATO #BRIGHTONSEO | SEP 2019
@PPCKIRK | ZATO #BRIGHTONSEO | SEP 2019
DATA
TRANSPARENCY
@PPCKIRK | ZATO #BRIGHTONSEO | SEP 2019
Want Data?
Not on
Google’s pitch.
@PPCKIRK | ZATO #BRIGHTONSEO | SEP 2019
@PPCKIRK | ZATO #BRIGHTONSEO | SEP 2019
MACHINE
LEARNING
VOLATILITY
@PPCKIRK | ZATO #BRIGHTONSEO | SEP 2019
SOLUTION?
Better Together!
@PPCKIRK | ZATO #BRIGHTONSEO | SEP 2019
SMART
Top Products
Clearance Products
LEGACY
Group Wisely
Bid By Query
@PPCKIRK | ZATO #BRIGHTONSEO | SEP 2019
some of our clients

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Don't Know Shopping Ads? No Worries, Start Here - BrightonSEO

Editor's Notes

  1. Vince Vaughn parody stock photo
  2. Good Shopping campaign organization is all about bidding. If you can’t bid better because of your structure, then change your strategy.