Learn Inbound - I Don't Know How to Run Shopping Ads & At This Point I'm Too Afraid to Ask

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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.

Marketing

I Don’t Know How to Run Shopping Ads
And at this Point I’m Too Afraid to Ask
Kirk Williams
@ppckirk

…LOL… except not.
Grocery (€ 622B EUR)
Real-Estate (€ 193T EUR)
Automobile Sales (€ 4T EUR)
…Services?! (€ LOTSA EUR)

WHY SHOPPING ADS?
src: Merkle Q2 2019 Report

Ecommerce
PPC
Practitioners
(3.8%)
LEARN
INBOUND
ATTENDEE
BREAKDOWN

JUST THE BEGINNING… THROUGH
SHOPPING ACTIONS

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

• Small feed/team?
Use a Google
• Large feed? Use
your dev team or a
feed provider.

What about those pesky item disapprovals?

Google Policy Filter Levels:
Train Them to Leave You Alone.

Microsoft Advertising?
Easy GMC Feed Import, FTW

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

•Title
 Identify the ideal title
formula for your products
Tips & Tricks:

 Use keyword/search
terms research to
define new title tests
Me talking to SEOer’s
About KW Research.

Send Key Product
Attributes Through
Product Type to Give
Google Contextual
Signals.
Couches > Netflix Couches > Leather Couches > Red

of US online shoppers rank price
“very/extremely influential” in
purchase decision.

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

Demand Creation - TOFU Queries - €0.25
Demand Capture - BOFU Queries - €1.00

DATA TRANSPARENCY
Want Data?
“Not on Google’s pitch.”

@PPCKIRK | ZATO #LEARNINBOUND | DUBLIN | AUG 2019

MACHINE
LEARNING
VOLATILITY
@PPCKIRK | ZATO #LEARNINBOUND | DUBLIN | AUG 2019

SMART
- Top Products
- Clearance Products
LEGACY
- Group Wisely
- Bid By Query

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Learn Inbound - I Don't Know How to Run Shopping Ads & At This Point I'm Too Afraid to Ask

1. I Don’t Know How to Run Shopping Ads And at this Point I’m Too Afraid to Ask Kirk Williams @ppckirk

2. 1,279 KM = MONTANA

3. 1,271 KM = LONDON TO LIEZEN

4. € 26T EUR http://bit.ly/global-ecom-20

5. …LOL… except not. Grocery (€ 622B EUR) Real-Estate (€ 193T EUR) Automobile Sales (€ 4T EUR) …Services?! (€ LOTSA EUR)

6. …ALSO, 6.2B PEOPLE NOT CURRENTLY ONLINE

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

9. LEARN INBOUND ATTENDEE BREAKDOWN

10. Ecommerce PPC Practitioners (3.8%) LEARN INBOUND ATTENDEE BREAKDOWN

11. FOR THE 3.8%… bit.ly/shopping-ads-help

12. WHERE DO SHOPPING ADS APPEAR?

13. DESKTOP

14. RHS

15. M O B I L E

16. SHOPPING TAB

17. IMAGE TAB

18. YOUTUBE

19. LOCAL INVENTORY ADS

20. JUST THE BEGINNING… THROUGH SHOPPING ACTIONS

21. FEED SETUP

22.

23.

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

25. • Small feed/team? Use a Google • Large feed? Use your dev team or a feed provider.

26. What about those pesky item disapprovals?

27. Google Policy Filter Levels: Train Them to Leave You Alone.

28. Microsoft Advertising? Easy GMC Feed Import, FTW

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

30. 3 Key Fields for Optimization

31. •Title  Identify the ideal title formula for your products Tips & Tricks:

32. + + + 10 Brand Gender Product Name Size

33.  Use keyword/search terms research to define new title tests Me talking to SEOer’s About KW Research.

34. That’s no guess… It’s actual data.

35. Use Feed Rules to Test Titles

36. •Product Type

37. Send Key Product Attributes Through Product Type to Give Google Contextual Signals. Couches > Netflix Couches > Leather Couches > Red

38. •Price

39. of US online shoppers rank price “very/extremely influential” in purchase decision.

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

41.

42. TAKE THAT, HAROLD.

43. CAMPAIGN SETUP

44.

45. MAX CPC = €0.50

46. 👉 Product Type 👉 Product Brand 👉 Custom Labels (Pricepoint or Top Performers) Wisely Segmen t, You Must

47. Demand Creation - TOFU Queries - €0.25 Demand Capture - BOFU Queries - €1.00

48.

49. TIME CONSUMING BUILDS? USE

50.

51. DATA TRANSPARENCY Want Data? “Not on Google’s pitch.”

52. @PPCKIRK | ZATO #LEARNINBOUND | DUBLIN | AUG 2019

53. @PPCKIRK | ZATO #LEARNINBOUND | DUBLIN | AUG 2019

54. MACHINE LEARNING VOLATILITY @PPCKIRK | ZATO #LEARNINBOUND | DUBLIN | AUG 2019

55. SOLUTION? Better Together!

56. SMART - Top Products - Clearance Products LEGACY - Group Wisely - Bid By Query

57. some of our clients

Editor's Notes

Global ecommerce retail 2019 data
Good Shopping campaign organization is all about bidding. If you can’t bid better because of your structure, then change your strategy.

Learn Inbound - I Don't Know How to Run Shopping Ads & At This Point I'm Too Afraid to Ask

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