Google Shopping is a different beast than search. Here are some ways to structure your account to give you maximum control.

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Google Shopping Campaigns:
Crafty Structures, Control
Freak Solutions
Presented by:
Susan Wenograd
@SusanEDub

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Obligatory “Me” Slide.
• Dallas. Hot. Flat.
• Husband, 4 mo. old daughter, 3 cats, 1 dog. Full
house.
• PPC. Love it. Get grumpy over it.
• Sr. Mgr at Clix Marketing. PPC is our groove.
@SusanEDub

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Managing Paid Search
@SusanEDub

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Managing Shopping
@SusanEDub

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Why?
• “Google does a good enough job.”
• “My feed is solid, the rest will take care of itself.”
• “I don’t get it.”
@SusanEDub

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@SusanEDub

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Don’t Do This.
@SusanEDub

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Or This.
@SusanEDub

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Or This. (You’ll wind up with
this, anyway.)
@SusanEDub

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Let’s Start With the Basics
You are bidding on this.
Not on this.
@SusanEDub

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Fundamental Issues
• Lack of Control
• Lack of Structure
• Google’s Defaults
@SusanEDub

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Product Groups Mostly Suck.
Hey! Let’s go see our Product
Group performance in Analytics…
JUST KIDDING GUYZ.
@SusanEDub

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Product Groups ARE Good for Benchmarks
@SusanEDub

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Craft Your Structure Craftily
• By ROAS
• By Top Sellers
• By Margin
• By Product Types
• By Brand Names
• By SKUs
@SusanEDub

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Custom Labels, Y’all.
You can have up to four custom labels per item in your feed.
@SusanEDub
Item Custom Label 0 Custom Label 1 Custom Label 2 Custom Label 3 Custom Label 4
Thing 1 Winter High Margin New for 2015 Designer
Thing 2 Winter Low Margin Designer
Thing 3 Fall High Margin Best Seller In-House Brand
Thing 4 Summer Closeout In-House Brand

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Divide Up Smartly
• Allocate spend
• Account for geo-targeting differences
• Use Priorities
• Negative keyword mirroring
@SusanEDub

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Negative Keywords, Y’all.
Craft your negative keyword strategy to help matching further.
@SusanEDub
Campaign/Ad Group:
Brand or SKU, etc
All Other Campaigns/Ad Groups:
Brand or SKU as a negative
keyword

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Case Study: ROAS Division
@SusanEDub
- High vs. Low ROAS
Campaigns
- Geographical modifiers

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“But I still have no control over query
matching”
• Meet Martin Roettgerding.
Follow him on Twitter @bloomarty. The
guy is awesome at Shopping.
• Also meet Kirk Williams. Follow him,
too @PPCKirk.
@SusanEDub

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Query-Level Bidding Simulation
• Funneling brand queries
• Funneling general queries
• Funneling SKU queries
@SusanEDub

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The Tenets of Query-Funneling
@SusanEDub

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Use These Like So.
@SusanEDub

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@SusanEDub

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Ok, Fancypants. Does It Work?
@SusanEDub

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Does it always work?
• Slow build.
• Restructuring should be done slowly.
• You will have to experiment with your bids.
• May not help CPA, depending on whether industry is
brand name/SKU heavy in nature.
@SusanEDub

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Try All the Betazz: Target ROAS
@SusanEDub

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Target by ROAS Learnings
• Scale is required to make it work.
• Stable account history.
• Beware of volume decreases to hit ROAS.
@SusanEDub

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Wrap Up & Bonus Reading
• Shopping is one ginormous Broad Match campaign.
Behave, structure, and plan accordingly.
• Think through creative ways to funnel keyword
matching and craft your structure to help it happen.
(Marty’s way: http://bit.ly/1Y52IlG)
• Experiment with keyword-level bids (want your brain
to explode? http://bit.ly/1KaEehv)
@SusanEDub

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Find Me to Chat or Ask Questions!
@SusanEDub