The document discusses key strategies for mastering e-commerce PPC, particularly focusing on Google Shopping ads, which now dominate ad spending. It emphasizes the importance of proper setup, organization, and filtering for effective bidding, while also highlighting the challenges and common pitfalls in shopping ad campaigns. Additionally, it underscores the strategic separation of remarketing lists to improve campaign performance.

1. Master This 1 Thing in Ecommerce PPC (Before Google
Changes It All Again Next Year)
@PPCKirk #SLCDMC

2. Kirk Williams
@PPCKirk
@PPCKirk #SLCDMC

3. Kirk Williams
@PPCKirk
@PPCKirk #SLCDMC

4. @PPCKirk
(A wall in
my office)
Pro-Star-Wars
(long live the EU!)
#SLCDMC

5. @PPCKirk
(My Uber
yesterday…
yes we just
got Uber this
month)
Montana Boy
#SLCDMC

6. @PPCKirk #SLCDMC

7. So, Ecommerce PPC, eh?
@PPCKirk #SLCDMC

8. … my entire screen on a 13” Macbook
@PPCKirk #SLCDMC

9. … my entire screen on a 13” Macbook
@PPCKirk #SLCDMC

10. Whatever your view of Google…
“Ecommerce text
SERPs are dead.”
“…or at least we’re
making it that way.”
@PPCKirk #SLCDMC

11. Key thing to master in Ecom PPC:
Shopping
@PPCKirk #SLCDMC

12. Shopping = 56% Spend Share Over Text Ads
@PPCKirk #SLCDMC

13. Google has
invested
heavily in
recent
Shopping
Changes
@PPCKirk #SLCDMC

14. GTINs Required: May 2016
@PPCKirk #SLCDMC

15. “What else can we monetize?”
– Google boardroom conversation
Image
Search
Ads
@PPCKirk #SLCDMC

16. Keeping up with the Joneses Amazon.
@PPCKirk #SLCDMC

17. Goodbye 3rd Party Feed Management
GMC
Feed
Rules
@PPCKirk #SLCDMC

18. As of July 13.
Showcase
Shopping
Ads
This image cannot
currently be displayed.
@PPCKirk #SLCDMC

19. Today’s Objective: To help you step up your Shopping Game.
@PPCKirk
Ø Setup Ø Labels Ø BiddingØ RLSA
#SLCDMC

20. “Houston, we have a problem.”
@PPCKirk
But…
#SLCDMC

21. There is a big issue with Shopping Ads
SEARCH Bidding =
@PPCKirk #SLCDMC

22. The major problem in Shopping.
SEARCH Bidding =
SHOPPING Bidding =
@PPCKirk #SLCDMC

23. The major problem in Shopping.
MAX
$1.50
CPC
=
[sword]
@PPCKirk #SLCDMC

24. The major problem in Shopping.
MAX
$1.50
CPC
=
[sword]
[lightsaber]
@PPCKirk #SLCDMC

25. The major problem in Shopping.
MAX
$1.50
CPC
=
[sword]
[lightsaber]
[buy custom
lightsaber from
ultrasaber.com]
@PPCKirk #SLCDMC

26. “dash it all,
Holmes, how
does one bid
for queries in
Shopping?!”
@PPCKirk #SLCDMC

27. Shopping Ads
IT’S THE SETUP, STUPID
@PPCKirk #SLCDMC

28. Martin Roettgerding, @bloomarty
http://www.ppc-
epiphany.com/2014/12/08
/taking-google-shopping-
to-the-next-level/
@PPCKirk #SLCDMC

29. http://searchengineland.co
m/step-step-guide-query-
level-bidding-google-
shopping-228309
@PPCKirk #SLCDMC

30. Campaign
Priority
Negative
Keywords
Shared
Budget
Product
Bids
4 Essential Aspects
@PPCKirk #SLCDMC

31. Filter like your coffee depends on it
Shopping – Shoes – NB – US
Brand & SKU filter through
@PPCKirk #SLCDMC

32. Filter like your coffee depends on it
Shopping – Shoes – NB – US
Brand & SKU filter through
Shopping – Shoes – BR – US
SKU filter through
@PPCKirk #SLCDMC

33. Filter like your coffee depends on it
Shopping – Shoes – NB – US
Brand & SKU filter through
Shopping – Shoes – BR – US
SKU filter through
Shopping – Shoes – SKU – US
@PPCKirk #SLCDMC

34. *
brief
pause
while
everyone
thinks
this
*
@PPCKirk #SLCDMC

35. Ideal
Product
Grouping (not
best, not worst)
Identify
@PPCKirk
Transition Intelligently, and slooooowly
#SLCDMC

36. Ideal
Product
Grouping (not
best, not worst)
New Product
Grouping
Campaigns
Identify Build
@PPCKirk
Transition Intelligently, and slooooowly
#SLCDMC

37. Ideal
Product
Grouping (not
best, not worst)
New Product
Grouping
Campaigns
Product Groups
in Legacy
Campaign
Identify Build Pause
@PPCKirk
Transition Intelligently, and slooooowly
#SLCDMC

38. “No seriously, you HAVE to try this bottle of
8759048638KPRT780.”
@PPCKirk #SLCDMC

39. Other
Campaign
Priority Ideas
Non-Brand
Brand Converting
Brand Non-Converting
@PPCKirk #SLCDMC

40. Other
Campaign
Priority Ideas
Sale Products
Non-Brand Terms
Brand Terms
@PPCKirk #SLCDMC

41. Other
Campaign
Priority Ideas
RLSA
Non-Brand Terms
Brand Terms
@PPCKirk #SLCDMC

42. Other
Campaign
Priority Ideas
RLSA
Converting Terms
Generic Terms
@PPCKirk #SLCDMC

43. Custom Labels
HINT, THEY’RE OVERRATED
@PPCKirk #SLCDMC

44. Whatisthe
obsession?????
@PPCKirk #SLCDMC

45. 3 Reasons I don’t rarely use Custom Labels in
Shopping Ads
@PPCKirk
“It’s okay, I
used a
Custom
Label.”
#SLCDMC

46. A Good Setup
Trumps Labels
@PPCKirk
Ø Use the structure
you have.
Ø If it doesn’t change
your bidding
practice, don’t label
it.
#SLCDMC

47. People don’t buy
the product you
think they should.
“You will remove these
restraints and leave
the cell with the door
open.
…and you’ll drop your
weapon.”
@PPCKirk #SLCDMC

48. 66%@AndreasReiffen
SMX Advanced, 2016
“…of conversions DON’T match the product clicked.”
@PPCKirk #SLCDMC

49. Labels Create
Duplicate Product
Issues
Ø Bonus points for
giving yourself extra
work here.
@PPCKirk #SLCDMC

50. weekly
clearance deals
“Oh my
goodness, oh
no, there’s a
fire…
…sale.”
legit use for
Custom Labels.=
@PPCKirk #SLCDMC

51. Top 50
Products
legit use for
Custom Labels.=
@PPCKirk
It’s starting
to get lonely
at the top.
#SLCDMC

52. RLSA for Shopping
DREAMS DO COME TRUE
@PPCKirk #SLCDMC

53. When 2 Celebrity Ecom PPC Campaign Types
Have a Baby
@PPCKirk #SLCDMC

54. Best Practices blahdy blahdy blah
@PPCKirk #SLCDMC

55. Don’t listen to Google! Separate out RLSA
@PPCKirk #SLCDMC

56. YAAARRRR
@PPCKirk #SLCDMC

57. 3 Reasons to Divide RLSA and Regular
Shopping Campaigns.
@PPCKirk #SLCDMC

58. 3 Reasons to Separate RLSA from Shopping
1 Random bid modifiers = monsters
@PPCKirk #SLCDMC

59. 3 Reasons to Separate RLSA from Shopping
vs
Shopping Client
353% Increase in ROAS
588% Increase in CVR
2 Return customers ≠ new customers
1 Random bid modifiers = monsters
@PPCKirk #SLCDMC

60. 3 Reasons to Separate RLSA from Shopping
2 Return customers ≠ new customers
1 Random bid modifiers = monsters
3 Budget control, FTW
@PPCKirk #SLCDMC

61. How Should You Construct Your RLSA
Shopping Campaigns?
@PPCKirk #SLCDMC

62. First: Build Your Remarketing Lists
@PPCKirk #SLCDMC

63. @PPCKirk
Think of
Shopping RLSA
like DSA, the
robots have
control.
#SLCDMC

64. Try user behavior lists…
@PPCKirk #SLCDMC

65. …or micro-conversion lists.
@PPCKirk #SLCDMC

66. Setting up your RLSA Shopping Campaigns.
@PPCKirk
OPEN:

67. Shamwow!
#1- Copy Current
Shopping Campaign
#2- Paste & Rename
#3- Add RLSA Lists to
Ad Groups in bulk…
@PPCKirk #SLCDMC

68. Copy RLSA lists, select “Make multiple changes”,
paste into the new window and select your ad groups.
@PPCKirk #SLCDMC

69. Copy RLSA lists, select “Make multiple changes”,
paste into the new window and select your ad groups.
@PPCKirk #SLCDMC

70. Utilize 1 Main
“Master” Campaign
@PPCKirk
Shopping – RLSA – All Products - US
#SLCDMC

71. Pull Top Brands Into
Individual Campaigns
@PPCKirk
Shopping – RLSA – Nike – US
Shopping - RLSA – Adidas – US
#SLCDMC

72. Use Optmyzr to auto-
magically create 1 Ad
Group for each Product
in Top Campaigns
@PPCKirk #SLCDMC

73. @PPCKirk #SLCDMC

74. @PPCKirk
Beware of Trolls!
Avoid ”Bid Only”
#SLCDMC

75. @PPCKirk
Beware of Trolls!
Avoid ”Bid Only”
No Audience
Exclusions (yet)
#SLCDMC

76. @PPCKirk
Spotted! The rare and priceless Snorlax.
Customer Match for
Shopping Now in Beta
Sign up here:
http://bit.ly/shopping-
match-beta
#SLCDMC

77. Bid Smartly, & Efficiently
Everyone needs a little bidding in their lives
@PPCKirk #SLCDMC

78. Use Saved Filters for smart, fast bidding decisions
@PPCKirk #SLCDMC

79. Seriously, Saved Filters Will Make You Love Life
@PPCKirk #SLCDMC

80. @PPCKirk
Attribution
Columns +
Custom Columns
=
Holistic Bidding
Decisions
#SLCDMC

81. @PPCKirk
Yay for no more
head-math.
#SLCDMC

82. @PPCKirk
Yay for more
subtly complex
decisions
#SLCDMC

83. @PPCKirk
Yay for more
subtly complex
decisions
#SLCDMC

84. Attribution + Custom Columns = ACTION
@PPCKirk #SLCDMC

85. To Recap…
@PPCKirk
Ø Setup Shopping for
Query Filtering
Ø Organization >
Custom Labels
Ø RLSA for Shopping
Ø Use Filters &
Columns for smart
bidding decisions
#SLCDMC

86. Anddon’tforget!
@PPCKirk #SLCDMC

87. THANK YOU!
Questions? Suggestions? Ideas? Insults?
@PPCKirk #SLCDMC