You set up your Shopping campaign, now what? Learn what you should look at and evaluate regularly to maximize the return on your media dollar!

1. #SMX #33B @SusanEDub
What to look at, analyze & do to evolve!
REAPING THE
FIELDS IN
GOOGLE
SHOPPING:
ONGOING
OPTIMIZATIONS

2. #SMX #33B @SusanEDub
Paid Search Tools

3. #SMX #33B @SusanEDub
Shopping Tools
“It doesn’t matter, it’s just
one big broad match
campaign anyway.”

4. #SMX #33B @SusanEDub

5. #SMX #33B @SusanEDub
Accrue Data
Revisit It
Maximize Your
Money!
So, you launched…

6. #SMX #33B @SusanEDub
TITLE SLIDE ALTERNATIVE LAYOUT
w/ IMAGESTRENGTH TRAINING
AIR TRAFFIC CONTROL:
QUERY MAPPING
AIR TRAFFIC CONTROL:
QUERY MAPPING

7. #SMX #33B @SusanEDub
Where would YOU want it matching to?
Account-Level Query Mapping
Search Term Campaign Sum of Impressions Sum of Cost Average of CTR Sum of Conversions Average of Cost / conv.
knee high socks 1,330,317 13,371.89$ 7.5% 481 27.80$
Campaign #1 854,643 10,352.95$ 1.7% 293 35.33$
Campaign #2 426,882 2,126.73$ 0.9% 118 18.02$
Campaign #3 23,728 680.98$ 16.1% 46 14.80$
Campaign #4 5,858 135.26$ 7.2% 15 9.02$
Campaign #5 9,843 38.42$ 0.4% 5 7.68$
Campaign #6 2,848 13.69$ 0.7% 2 6.85$
Campaign #7 1,283 9.65$ 0.6% 2 4.83$

8. #SMX #33B @SusanEDub
1. Search Query Report.
2. Export to Excel.
3. Create pivot table.
Rows:
Search term
Ad Group
How You Do It

9. #SMX #33B @SusanEDub
Create negative keywords to funnel search queries towards the
groups that are most profitable.
Negative Keyword All The Things!
Search Term Campaign Sum of Impressions Sum of Cost Average of CTR Sum of Conversions Average of Cost / conv.
knee high socks 1,330,317 13,371.89$ 7.5% 481 27.80$
Campaign #1 854,643 10,352.95$ 1.7% 293 35.33$
Campaign #2 426,882 2,126.73$ 0.9% 118 18.02$
Campaign #3 23,728 680.98$ 16.1% 46 14.80$
Campaign #4 5,858 135.26$ 7.2% 15 9.02$
Campaign #5 9,843 38.42$ 0.4% 5 7.68$
Campaign #6 2,848 13.69$ 0.7% 2 6.85$
Campaign #7 1,283 9.65$ 0.6% 2 4.83$

10. #SMX #33B @SusanEDub
DON’T BURN MONEY
STRUCTURING FOR ROAS & LIMITED
BUDGETS

11. #SMX #33B @SusanEDub
This is where Ad Groups
come in handy vs. Product
Groups.
(Remember: No Product
Group tracking in
Analytics!)
Evaluate your strongest ROAS performers
Ad Groups ROAS
Ad Group #1 507.60%
Ad Group #2 305.07%
Ad Group #3 389.39%
Ad Group #4 820.26%
Ad Group #5 695.12%
Ad Group #6 737.80%
Ad Group #7 1088.71%
Ad Group #8 850.16%
Ad Group #9 2230.52%
Ad Group #10 3306.22%
Ad Group #11 1588.01%
Ad Group #12 1455.85%

12. #SMX #33B @SusanEDub
Test Grouping Strong ROAS & Allocating Budget

13. #SMX #33B @SusanEDub
Remember What You’re Actually Bidding On
You are bidding on the product
Not on the search query

14. #SMX #33B @SusanEDub
• Inherent attributes – Physical attributes
• These can help with making more granular ad groups
• Client-made attributes – Business-type attributes
• These can help with bid and Campaign prioritization.
Evaluate Product Attributes Beyond Feed-Standard Fields

15. #SMX #33B @SusanEDub
Custom Labels to the Rescue!
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

16. #SMX #33B @SusanEDub
Hi. I’m a gorgeous high heel.
I’m teal. I’m a size 8.
But I also now belong in to the following
groups because of my Custom Labels:
• Designer
• High Margin
So where do I live when you build your
campaign? Will I wind up in a few ad groups?
The Conundrum

17. #SMX #33B @SusanEDub
Campaign: Womens’ Shoes – High Margin
Ad Group: Heels- Designer
Campaign: Womens’ Shoes – Low Margin
Ad Group: Heels-Designer
With the right structure, where an item should live becomes easier.
These structures can evolve over time as you analyze performance.
All Together Now: Plan Your Structure!

18. #SMX #33B @SusanEDub
Granular Tends To Be Better
Womens’ Boots
New 2016
2015 Closeouts
Knee High
Ankle High
High Margin
Brown
Black
189% ROAS
232% ROAS
Womens’ Boots: High ROAS

19. #SMX #33B @SusanEDub
BID STRATEGY FUSSING

20. #SMX #33B @SusanEDub
Manual CPC
Maximize Clicks
Enhanced CPC
Target Return on Spend (New-ish)
Who Says There’s One Best Way?

21. #SMX #33B @SusanEDub
Shared Library  Bid Strategies
How Does the New-ish One Work?

22. #SMX #33B @SusanEDub
Exceeded 220% target for a high volume campaign, but volume fell
slightly.
And…How Does It Do?
•ROAS before: 261.5%
•ROAS after: 279.8%
•Conversion rate before: 4.3%
•Conversion rate after: 4.4%
•Transactions per day before: 6
•Transactions per day after: 4

23. #SMX #33B @SusanEDub
Didn’t do so hot with a campaign that had lower volume.
And…How Does It Do?
Conclusion: YMMV.

24. #SMX #33B @SusanEDub
YOU KNEW I WAS GOING TO SAY
THE M-WORD AT SOME POINT.

25. #SMX #33B @SusanEDub
Physical Storefront & Local Inventory Ads = Value in
Radius
Increase bid modifiers to a
radius around your physical
locations to capture nearby
searchers and help drive in-
store foot traffic.

26. #SMX #33B @SusanEDub
Regularly Evaluate Performance By Distance
Remember to make sure your Business account is linked to yourAdWords!

27. #SMX #33B @SusanEDub
Details  Auction
Insights
Segment  Device
Type
Export, Add Segment
 Time  Month
How Are You Competing?

28. #SMX #33B @SusanEDub
Check Out Seasonality Wins & Weak Spots

29. #SMX #33B @SusanEDub
Check Out Seasonality Wins & Weak Spots

30. #SMX #33B @SusanEDub
• Query map & negative keywords like a crazy person
• Consider grouping items based on ROAS/margin to drive
how aggressive you bid
• Utilize Custom Labels to create more specific groupings
and increase your control
• Evaluate mobile user performance based on distance from
physical storefronts
• Evaluate mobile performance vs. competition
Let’s Wrap It Up

31. #SMX #33B @SusanEDub
SEE YOU AT THE NEXT #SMX
THANK YOU!