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#SMX #14C @PurnaVirji
By Purna Virji, Senior Training Manager, Microsoft
That’s Hot!
3 Shopping Campaign Tips that would mak
Paris Hilton Proud
#SMX #14C @PurnaVirji
WRITER SPEAKER
All of the job titles
SENIOR PPC TRAINING MANAGER
#SMX #14C @PurnaVirji
#SMX #14C @PurnaVirji
#SMX #14C @PurnaVirji
1. Our feeds
2. Our creative
3. Our budgets
Let’s optimize
#SMX #14C @PurnaVirji
1. Goal:
Cover Model
#SMX #14C @PurnaVirji
Blanks are bad!
#SMX #14C @PurnaVirji
Add descriptors
#SMX #14C @PurnaVirji
Cheat sheet
- Include the following:
• Brand + Product Name + Product Type + Gender
+ Size + Color (if applicable)
E.g. Patagonia Artic Thermal Winter Jacket, Men's Size L, Blue
- Normalize to most common (Male vs Men’s)
- Know your limits: 35 | 150
TIP:
Check the search
term report for
ideas to make titles
more relevant.
#SMX #14C @PurnaVirji
Make your descriptions werk!
#SMX #14C @PurnaVirji
Categorize as deeply as possible
Aim for 4+ layers deep, help the system find your ads
Better relevance -> more triggers -> more impressions ->
more clicks
Category 1 Category 2 Category 3 Category 4
Apparel & Accessories Clothing Dresses
Apparel & Accessories Clothing Dresses Cocktail Dresses
Apparel & Accessories Clothing Dresses Day Dresses
Apparel & Accessories Clothing Dresses Formal Gowns
Apparel & Accessories Clothing Dresses Little Black Dresses
Apparel & Accessories Clothing One-Pieces
Apparel & Accessories Clothing One-Pieces Jumpsuits & Rompers
Apparel & Accessories Clothing One-Pieces Leotards & Unitards
Apparel & Accessories Clothing One-Pieces Overalls
Better
#SMX #14C @PurnaVirji
Loves it!
#SMX #14C @PurnaVirji
2. “Don’t be
boring and dress
cute wherever
you go.”
#SMX #14C @PurnaVirji
Which ad
catches your
eye?
1. 2. 3.
4. 6.5.
#SMX #14C @PurnaVirji
Which ad catches your attention?
1. 2. 3. 4. 5.
#SMX #14C @PurnaVirji
Which ad
catches your
eye?
1. 2. 3.
4. 6.5.
#SMX #14C @PurnaVirji
#SMX #14C @PurnaVirji
Core creative
elements
Image
Enhancements
Price
#SMX #14C @PurnaVirji
Image
Show multiple
colors
#SMX #14C @PurnaVirji
Image
Show product
in use
#SMX #14C @PurnaVirji
Try it out
#SMX #14C @PurnaVirji
Image
Show multiple
colors
Show product
in use
High
resolution
images
#SMX #14C @PurnaVirji
Price
Start with
regular price
Add sale price Or price
competitively
against other
ads
#SMX #14C @PurnaVirji
Price
#SMX #14C @PurnaVirji
Price
#SMX #14C @PurnaVirji
Enhancements
Local Promos Reviews
#SMX #14C @PurnaVirji
Make your descriptions werk!
Actions while shopping
90%of retail shoppers use
smartphones in stores.
77%of searches mentioning
“coupon” are initiated on a
smartphone or tablet.
Source: Hitwise Source: Marketing Land
#SMX #14C @PurnaVirji
Local inventory
https://support.google.com/merchants/answer/3057972?hl=en
#SMX #14C @PurnaVirji
Merchant Promotions
http://help.bingads.microsoft.com/apex/index/3/en/56805
#SMX #14C @PurnaVirji
Reviews and ratings
#SMX #14C @PurnaVirji
Reviews and ratings
Ratings from advertiser’s
site and trusted third parties
Product ratings3
Display only for merchants
with high ratings
Elite merchant badge1
Automatically detected by
price changes in feeds
Price drop alerts2
#SMX #14C @PurnaVirji
That’s hot!
#SMX #14C @PurnaVirji
3. Singer, author,
actress, DJ,
reality TV star…
#SMX #14C @PurnaVirji
#SMX #14C @PurnaVirji
Identify hidden opportunities
• Benchmark + Share of Impressions
• Dimensions
• Search Term
• Mobile performance
#SMX #14C @PurnaVirji
Remarketing
works too!
#SMX #14C @PurnaVirji
Solid results
2.4% of Total Clicks
19.4% higher CPC
40.3% higher CTR
59.3% higher Conversion Rate
Source: UI Audience Reporting, Feb - Mar 2016
#SMX #14C @PurnaVirji
Loves it!
#SMX #14C @PurnaVirji
Do they sell walls?
#SMX #14C @PurnaVirji
Unfortunately,
misattribution is
not hot.
#SMX #14C @PurnaVirji
1. Title + Description
2. Photo + Price
3. Benchmarking
4. Remarketing
5. Who sells walls?
Key takeaways
© 2016 Microsoft Corporation. All rights reserved. Microsoft, Windows, and other
product names are or may be registered trademarks and/or trademarks in the U.S.
and/or other countries.
The information herein is for informational purposes only and represents the current
view of Microsoft Corporation as of the date of this presentation.
Because Microsoft must respond to changing market conditions, it should not
be interpreted as a commitment on the part of Microsoft, and Microsoft cannot
guarantee the accuracy of any information provided after the date
of this presentation.
Microsoft MAKES NO WARRANTIES–EXPRESS, IMPLIED, OR STATUTORY–
REGARDING THEI NFORMATION IN THIS PRESENTATION.
Thank you!
@PurnaVirji
#SMX #14C @PurnaVirji
LEARN MORE: UPCOMING @SMX EVENTS
THANK YOU!
SEE YOU AT THE NEXT #SMX

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