On August 9th Andrew Maff sat down with Kurt Prosser of Easton Digital to talk about prepping Google Shopping ads for Q4. These slides are from a webinar where we dove deep into how to optimize Google Shopping ads and prepare them for Q4. Standard best practices were discussed, but so were tactics on how to scale your ads as well! We went through everything from advanced targeting to bidding optimization to negative keywords and even Google Merchant Center. We got A LOT of really good pieces of information out in this one and we even shared some secrets of what we know the big sellers are doing. Check out the slides attached here and feel free to reach out if you have any questions! SUBSCRIBE to our YouTube channel to see all of our other webinars! SUBSCRIBE HERE: http://bit.ly/SellersChoice-YT

1. Q4 PREP WEBINAR
SERIES
FOOLPROOF WAYS TO TAKE YOUR
GOOGLE ADS TO THE NEXT LEVEL

2. ● Director of Marketing and
Operations at Seller’s Choice
● Over a decade in e-commerce
marketing
● Helped many sellers scale to well
over 8-figures
● Digital strategy expert
● Married & loves a good glass of
whiskey (no relation)
● Former Engineer + Ohio State
MBA turned Analytical
Marketer
● Specialize in Helping Small to
Mid-Size increase their ROI
from Google Ads & Bing Ads
● Managing Partner at Easton
Digital - 10+ person PPC
Agency
● 7-figure Amazon Private Label
Amazon Seller

4. ● LOOKING TO SCALE YOUR SHOPPING ADS IN Q4
● READY TO IMPROVE YOUR PPC ROI
● INTERESTED TO SEE HOW HIGH-VOLUME SELLERS MANAGE
THEIR GOOGLE ADS
● HAVING TROUBLE OUT RANKING YOUR COMPETITORS
● JUST FLAT-OUT AWESOME!

6. AMAZON
IS BACK!

7. GOOGLE SHOPPING ADS
GENERATED 85.3% OF ALL
CLICKS ON ADWORDS IN
2018 SO FAR!

8. OPTIMIZE
MERCHANT CENTER
AND CHECK YOUR
TITLES AND DESCRIPTIONS!

9. SPECIAL OFFER? REVIEWS?
FREE SHIPPING? NOTHING?!

10. OKAY.
LET’S PREP Q4

11. CAMPAIGN STRUCTURE
THIS CAMPAIGN IS
TOO GRANULAR
(TOO MANY KEYWORDS TO DIG THROUGH)
THIS CAMPAIGN ISN’T
GRANULAR ENOUGH
(CAN’T DECIPHER CORRECT KEYWORDS TO PRODUCTS)
THIS CAMPAIGN IS
JUST RIGHT!
(HIGH PRIORITY CAMPAIGNS AND MEDIUM PRIORITY
ALL PRODUCTS CAMPAIGN)

12. GRANULAR
TARGETING
Audiences
Locations
Time of Day
Day of Week
Devices

13. AUDIENCES
● All converters
● Website visitors
● Visitors of certain pages
● All “Similar to…” options

14. LOCATIONS
● Customer locations
● Seasonality
● Events in certain locations
THINGS TO CONSIDER:

15. DAY & TIME
● Impressions
● Clicks
● CONVERSIONS
THINGS TO COMPARE:

16. DEVICES

17. THINGS TO LOOK OUT FOR

18. BIDDING + NEGATIVE KEYWORDS
RAISE BIDS ON PRODUCT LEVEL
<= X clicks, < $0.01 conversion value (raise bids) (+10%)
(Not enough clicks with no conversions)
<= X cost per conversion, > $0.01 cost per conversion (raise bids), >
X% conversion rate (+10%)
(Minimal cost per conversion & conversion rate is good)
REDUCE BIDS ON PRODUCT LEVEL
>= X clicks, < $0.01 conversion value (lower bids) (-15%)
(Too many clicks with 0 conversions)
>= $X cost per conversion (lower bids), < X% conversion rate (-15%)
(Costing too much per conversion & not converting well)
NEGATIVE KEYWORDS
0 = conversions, X <= clicks, cost <= $X
X = conversions, X% >= conversion rate

19. CREATE TOP PRODUCTS CAMPAIGN
TO ALLOCATE BUDGET
...SEARCH ADS?

20. WHAT ELSE
COULD THE PROBLEM BE?!

21. READY TO PREPARE
YOUR GOOGLE SHOPPING ADS
FOR Q4?!

22. DOWNLOAD!
Automated Emails to Increase
Customer Retention
bit.ly/AutoEmailseBook
30-Min. Marketing Consultation
SellersChoice.agency/Giveaway
(Password: q4shoppingads)
@AndrewMaff
Free Google Shopping Audit!
20-Min Audit &
Recommendations
go.eastondigital.com/schedule

23. THANKS FOR
ATTENDING
OUR WEBINAR!