Each year a completely unexpected and startling phenomenon occurs... the holidays. Of course, each year we digital marketers are told that we should be getting ready extra early, and each year we tend to put it off longer than we intended. Well, let this year be different as in this webinar, we tackle 4 ways to take your ecommerce PPC account to the next level in time for the holidays! In this webinar we will discuss: The best way to set up your Shopping account, and why this is so important to master How Remarketing for Shopping and DSA can give you that additional conversion boost How to completely change out your account ads with countdown customizer ads in 15 minutes

1. The Holidays Are Coming
(Again)!
4 Ecommerce PPC Tricks to
Master for Success
KIRK WILLIAMS

2. @Kissmetrics
#KissWebinar
@ allisoncarpio

3. Allison is the Product Marketing & Content Manager at
Kissmetrics. She’s a conversion copywriter, creating high
converting websites and email campaigns. She’s
obsessed with finding and testing messaging and copy
that sells.
ALLISON CARPIO
Product Marketing Content Manager,
Kissmetrics
@allisoncarpio
Kirk is with ZATO, his boutique PPC Marketing agency
and has been working in Paid Search since 2010. He has
published articles on Search Engine Land, Moz, PPC
Hero, and the Bing Ads blog and has spoken on PPC at
SMX, Hero Conference, and State of Search.
KIRK WILLIAMS
Owner and Minion, Zato
@ppckirk

4. #KissWebinar
@PPCKirk

5. 1 Introduction
Shopping Ads Setup
RLSA for Shopping
RLSA for DSA (RDSA)
Easy Countdown Customizer Setup
2 4 Things to Master in Ecommerce PPC
3 Q & A
TABLE OF CONTENTS

6. Shoppings Ads
IT’S THE SETUP, STUPID

7. One Major Problem in Shopping.
SHOPPING ADS: GET SET UP FOR SUCCESS
SEARCH Bidding =

8. One Major Problem in Shopping.
SHOPPING ADS: GET SET UP FOR SUCCESS
SEARCH Bidding =
SHOPPING Bidding =

9. Why it is significant:
SHOPPING ADS: GET SET UP FOR SUCCESS
MAX
$1.50
CPC
=
[sword]

10. Why it is significant:
SHOPPING ADS: GET SET UP FOR SUCCESS
MAX
$1.50
CPC
=
[sword]
[lightsaber]

11. Why it is significant:
SHOPPING ADS: GET SET UP FOR SUCCESS
MAX
$1.50
CPC
=
[sword]
[lightsaber]
[buy custom
lightsaber from
ultrasaber.com]

12. TWEET OF THE DAY
The reason bidding by product is such
a major weakness in Shopping, is
because products do not reveal
personal intent like queries.
@NEILPATEL
@Kissmetrics @PPCKirk #KissWebinar #PPCChat

13. SHOPPING ADS: GET SET UP FOR SUCCESS
“dash it all, Holmes,
how does one bid for
queries in
Shopping?!”
“Quite the conundrum,
dear Watson.”

14. SHOPPING ADS: GET SET UP FOR SUCCESS
Martin Roettgerding
@bloomarty
http://www.ppc-epiphany.com/2014/12/08/taking-
google-shopping-to-the-next-level/

15. SHOPPING ADS: GET SET UP FOR SUCCESS
(me!)
@PPCKirk
http://searchengineland.co
m/step-step-guide-query-
level-bidding-google-
shopping-228309

16. SHOPPING ADS: GET SET UP FOR SUCCESS
Campaign
Priority
Negative
Keywords
Shared
Budget
Product
Bids
4 Essential Aspects

17. SHOPPING ADS: GET SET UP FOR SUCCESS
Shopping – Shoes – NB – US
Brand & SKU filter through

18. SHOPPING ADS: GET SET UP FOR SUCCESS
Shopping – Shoes – NB – US
Shopping – Shoes – BR – US
Brand & SKU filter through
SKU filter through

19. SHOPPING ADS: GET SET UP FOR SUCCESS
Shopping – Shoes – NB – US
Shopping – Shoes – BR – US
Shopping – Shoes – SKU – US
Brand & SKU filter through
SKU filter through

20. SHOPPING ADS: GET SET UP FOR SUCCESS

21. TWEET OF THE DAY
The key to implementing the Query-
Filtering strategy in your account is to
not bite off more than you can chew.
Transition intelligently.
@NEILPATEL
@Kissmetrics @PPCKirk #KissWebinar #PPCChat

22. SHOPPING ADS: GET SET UP FOR SUCCESS
Ideal
Product
Grouping (not
best, not worst)
Identify
Transition Intelligently & Slowly

23. SHOPPING ADS: GET SET UP FOR SUCCESS
Ideal
Product
Grouping (not
best, not worst)
New Product
Grouping
Campaigns
Identify Build
Transition Intelligently & Slowly

24. SHOPPING ADS: GET SET UP FOR SUCCESS
Ideal
Product
Grouping (not
best, not worst)
New Product
Grouping
Campaigns
Product Groups
in Legacy
Campaign
Identify Build Pause
Transition Intelligently & Slowly

25. RLSA for Shopping
DREAMS DO COME TRUE

26. RLSA FOR SHOPPING
How could the offspring of remarketing and shopping not be
wonderfully life-changing for ecommerce PPC?

27. RLSA FOR SHOPPING

28. Don’t listen to Google.
Separate out RLSA from Regular Search!
RLSA FOR SHOPPING

29. RLSA FOR SHOPPING

30. 4 Reasons to Separate Out RLSA from
Regular Shopping Campaigns.

31. 4 Reasons to Separate out RLSA from Regular Shopping
1 Random bid modifiers = monsters
RLSA FOR SHOPPING

32. 4 Reasons to Separate out RLSA from Regular Shopping
vs
Shopping Client
353% Increase in ROAS
588% Increase in CVR
1 Random bid modifiers = monsters
2 Return customers ≠ new customers
RLSA FOR SHOPPING

33. 4 Reasons to Separate out RLSA from Regular Shopping
1 Random bid modifiers = monsters
2 Return customers ≠ new customers
3 Budget control, FTW
RLSA FOR SHOPPING

34. 4 Reasons to Separate out RLSA from Regular Shopping
1 Random bid modifiers = monsters
2 Return customers ≠ new customers
3 Budget control, FTW
4 I already bought that… why do I want
another?
RLSA FOR SHOPPING

35. How should you construct your RLSA Shopping Campaigns?
RLSA FOR SHOPPING

36. Build Your
Remarketing Lists
RLSA FOR SHOPPING
How should you construct your RLSA Shopping Campaigns?

37. TWEET OF THE DAY
RLSA for Shopping isn’t the same as
Search bc of products. Use broader
lists and let Google narrow down the
targeting auto-magically.
@NEILPATEL
@Kissmetrics @PPCKirk #KissWebinar #PPCChat

38. RLSA FOR SHOPPING
How should you construct your RLSA Shopping Campaigns?

39. RLSA FOR SHOPPING
How should you construct your RLSA Shopping Campaigns?
Pro Tip:
Try experimenting
with different
Micro-Conversion
Goals as Lists.

40. RLSA FOR SHOPPING
How should you construct your RLSA Shopping Campaigns?
- Copy Current Shopping
Campaign
- Paste & Rename
- Add Remarketing Lists to
Ad Groups in Bulk
- Set Appropriate Bid
Modifiers
- MAGIC

41. RLSA FOR SHOPPING
Copy RLSA lists, select “Make multiple changes”,
paste into the new window and select your ad groups.

42. RLSA FOR SHOPPING
ALL
Utilize 1 main
“master” campaign

43. RLSA FOR SHOPPING
ALL
TOP
Utilize 1 main
“master” campaign
Pull Top
Brands/Categories into
individual Campaigns

44. RLSA FOR SHOPPING
ALL
TOP
Utilize 1 main
“master” campaign
Pull Top
Brands/Categories into
individual Campaigns
Use Optmyzr to Auto-
magically create a new
Ad Group for every
Product in those Top
Brands/Categories

45. RLSA FOR SHOPPING
Watch Out For Trolls!
Be aware of “Bid only”

46. RLSA FOR SHOPPING
Watch Out For Trolls!
Be aware of “Bid only”
Be aware that you cannot
exclude audiences yet in
Shopping Campaigns.

47. RLSA FOR SHOPPING
Spotted: The Rare & Priceless Night Fury!
Customer Match for Shopping
now in Beta!
Sign up here:
http://bit.ly/shopping-match-beta

48. RLSA for DSA
A.K.A., RDSA

49. RLSA FOR DSA
The savvy PPCer’s response to DSA:

50. RLSA FOR DSA
Left unchecked… DSA accuracy is, well...

51. RLSA FOR DSA
My confession: I don’t hate DSA anymore. SHHHHHHHH.
http://searchengineland.com/adwords-dynamic-search-ads-work-better-think-194435

52. RLSA FOR DSA
Lead = Bad

53. RLSA FOR DSA
Assist = Good

54. TWEET OF THE DAY
If using DSA as your primary Search
strategy (lead), you’re doing it wrong.
But if for the purpose of finding new
traffic (assist)? Hooray!
@NEILPATEL
@Kissmetrics @PPCKirk #KissWebinar #PPCChat

55. RLSA FOR DSA

56. Think of DSA like
Shopping, the robots
have control.

57. RLSA FOR DSA
Try the same broad RLSA list tricks as
with your Shopping Ads.

58. RLSA FOR DSA
Read Matt Umbro’s article on
RDSA (his discovery, btw)
https://www.semrush.com/blog/rdsa-a-
powerful-new-google-adwords-campaign/
@Matt_Umbro
#ppcchat

59. The 15 Minute
Countdown
Customizer Setup
TAKE 15 MINUTES TO ADD ACCOUNT-WIDE SALES ADS

60. THE 15 MINUTE COUNTDOWN CUSTOMIZER SETUP
Turn this… …into this!

61. THE 15 MINUTE COUNTDOWN CUSTOMIZER SETUP
Industry reported benefit to utilizing
customizer ads.
http://searchengineland.com/gauging-impact-adwords-countdown-customizer-222419

62. TWEET OF THE DAY
In a test done by @Matt_Umbro,
Countdown Customizer ads increased
CTR by 40%, decreased CPA by 41%,
and increased CVR by a whopping
80%!
@NEILPATEL
@Kissmetrics @PPCKirk #KissWebinar #PPCChat

63. THE 15 MINUTE COUNTDOWN CUSTOMIZER SETUP
Ready for our
whirlwind
setup?

64. THE 15 MINUTE COUNTDOWN CUSTOMIZER SETUP
Set up template Customizer ad in UI

65. THE 15 MINUTE COUNTDOWN CUSTOMIZER SETUP
Create a new Label for that Ad

66. THE 15 MINUTE COUNTDOWN CUSTOMIZER SETUP
Create a new Label for that Ad
…then label all live text ads.

67. THE 15 MINUTE COUNTDOWN CUSTOMIZER SETUP
Open up
handy, dandy
editor

68. THE 15 MINUTE COUNTDOWN CUSTOMIZER SETUP
Export Pre-Sale labeled ads to CSV

69. THE 15 MINUTE COUNTDOWN CUSTOMIZER SETUP
Add your Customizer Code to all live Pre-Sale Ads & remove duplicates

70. THE 15 MINUTE COUNTDOWN CUSTOMIZER SETUP
Make static ads in CSV, then post changes.

71. THE 15 MINUTE COUNTDOWN CUSTOMIZER SETUP
Make static ads in CSV, then post changes.

72. THE 15 MINUTE COUNTDOWN CUSTOMIZER SETUP
but… now what?

73. THE 15 MINUTE COUNTDOWN CUSTOMIZER SETUP
Rules Round 1

74. THE 15 MINUTE COUNTDOWN CUSTOMIZER SETUP
Rules Round 2

75. THE 15 MINUTE COUNTDOWN CUSTOMIZER SETUP
Customizer Ad Magic, in 15 minutes!

76. 1 Introduction
Shopping Ads Setup
RLSA for Shopping
RLSA for DSA (RDSA)
Easy Countdown Customizer Setup
2 4 Things to Master in Ecommerce PPC
3 Q & A
TABLE OF CONTENTS

77. KIRK WILLIAMS
Owner and Minion,
Zato
@ppckirk
kirk@zatomarketing.com
ALLISON CARPIO
Product Marketing Content Manager,
Kissmetrics
@allisoncarpio
acarpio@kissmetrics.com
Questions?