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Shopping Ads 101
The document is a comprehensive guide on shopping ads, covering key aspects such as placements, feeds, setup, and optimization strategies. It highlights the importance of effective product feeds, proper organization for bidding strategies, and ongoing experimentation to improve campaign performance. Tips include focusing on crucial feed fields and the usage of custom labels while maintaining a structured approach to account strategy.
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Shopping Ads 101
- 1. Presented by @PPCKirk Shopping Ads101 A Comprehensive Setup-to-Strategy Guide
- 2. Presented by @PPCKirk Kirk Williams https://zatomarketing.com @PPCKirk Writer+ Speaker.Named #4 most influential PPCer by PPC Hero in 2017.
- 3. Presented by @PPCKirk Product data spreadsheet/ feedprovider marketing magic consumer Feed automation
- 4.
- 5. Presented by @PPCKirk The 4Aspects of Shopping Ads
- 6. Presented by @PPCKirk 1. placements The4 Aspects of Shopping Ads
- 7. Presented by @PPCKirk 2. feeds The4 Aspects of Shopping Ads
- 8. Presented by @PPCKirk 3. setup The4 Aspects of Shopping Ads
- 9. Presented by @PPCKirk 4. optimization The4 Aspects of Shopping Ads
- 10. Presented by @PPCKirk The 4Aspects of Shopping Ads 1. Placements 2. Feeds 3. setup 4. Optimization
- 11.
- 12. Presented by @PPCKirk Feed-based Productsare beginning to appear all over. Normal culprits: Google/Bing Shopping in SERPs (right rail and top). 1. placements
- 13. Presented by @PPCKirk …as wellas in the Shopping tab. 1. placements
- 14. Presented by @PPCKirk Bing Ads(New Shopping Tab Announced) 1. placements
- 15. Presented by @PPCKirk Partner sites (e.g.,Target) 1. placements
- 16.
- 17. Presented by @PPCKirk What youneed to get started: Feed Provider or Dev Team Merchant Center AdWords / Bing Ads 2. feeds
- 18. Presented by @PPCKirk Feed Creationtools Small feed/team? Spreadsheet or integration. 2. feeds
- 19. Presented by @PPCKirk Feed Creationtools Small feed/team? Spreadsheet or integration. Big feed? Use your dev team. 2. feeds
- 20. Presented by @PPCKirk Feed Creationtools Small feed/team? Spreadsheet or integration. Big feed? Use your dev team. or anyone: Use a good Feed provider. Feedonomics GoDataFeed Many others 2. feeds
- 21. Presented by @PPCKirk Product ID •Title •Description •Link •Image •Availability •Price •GoogleProduct Category •Brand •GTIN •Condition •Adult •Shipping •Tax Required field fields 2. feeds
- 22. Presented by @PPCKirk Age Group ItemColor Gender Material Pattern Size Item Group ID Additional requirements For apparel 2. feeds
- 23. Presented by @PPCKirk Hot tip#1 With limited time, focus on these 4 fields. •Title •Description •Price •Image 2. feeds
- 24. Presented by @PPCKirk •Title •Description Fields tofocus on: 2. feeds
- 25. Presented by @PPCKirk Tips &Tricks: 2. feeds Word Order Matters in Titles
- 26. Presented by @PPCKirk WordOrder Matters in Titles Use Keyword Planner Tips & Tricks: •Title •Description Fields to focus on: 2. feeds
- 27. Presented by @PPCKirk 2. feeds “it’sactual data” “that’s no guess”
- 28. Presented by @PPCKirk •Price Fields tofocus on: 2. feeds
- 29. Presented by @PPCKirk Themain comparison happening in a Comparison Shopping Engine, is Product Price. Tips & Tricks: •Price Fields to focus on: 2. feeds
- 30. Presented by @PPCKirk •Price Fields tofocus on: 2. feeds people love themselves a deal
- 31. Presented by @PPCKirk ShouldI test images? Common Question: •Images Fields to focus on: 2. feeds
- 32. Presented by @PPCKirk ShouldI test images? Common Question: •Images Fields to focus on: Answer: YES, of course. 2. feeds
- 33. Presented by @PPCKirk Testimages that stand out! Tips & Tricks: •Images Fields to focus on: 2. feeds
- 34. Presented by @PPCKirk Testimages that stand out! Tips & Tricks: •Images Fields to focus on: 2. feeds
- 35. Presented by @PPCKirk Testimages that stand out! Tips & Tricks: •Images Fields to focus on: 2. feeds
- 36. Presented by @PPCKirk Testimages that stand out! Tips & Tricks: •Images Fields to focus on: 2. feeds
- 37. Presented by @PPCKirk Testimages that stand out! Test model images and product only images. Tips & Tricks: •Images Fields to focus on: 2. feeds
- 38.
- 39. Presented by @PPCKirk BingAds’ Purna swears by image testing Tips & Tricks: •Images Fields to focus on: Purna Virji Senior Training Manager at Microsoft 2. feeds
- 40. Presented by @PPCKirk BingAds’ Purna swears by image testing Check out her SMX presentation on it: https://goo.gl/8gyxz7 Tips & Tricks: •Images Fields to focus on: 2. feeds
- 41. Presented by @PPCKirk Hot tip#2 use Feed Rules. 2. feeds
- 42. Presented by @PPCKirk Hot tip#2 use Feed Rules. 2. feeds
- 43. Presented by @PPCKirk 2. feeds Change values in feed fields and test different combinations to see what converts highest. Tips & Tricks:
- 44.
- 45. Presented by @PPCKirk What’s thefirst rule of strategy? 3. strategy
- 46.
- 47. Presented by @PPCKirk Good organization =better bidding by segmentation
- 48. Presented by @PPCKirk Organization forthe sake of organization only leads to evil.
- 49. Presented by @PPCKirk Principles of ShoppingAds Account Organization Pull out high-level product groupings into their own campaigns. 3. strategy
- 50. Presented by @PPCKirk Pullout high-level product groupings into their own campaigns. Product brands categories 3. strategy
- 51. Presented by @PPCKirk Pullout high-level product groupings into their own campaigns. Product brands categories 3. strategy
- 52. Presented by @PPCKirk Principles of ShoppingAds Account Organization Segment these campaigns by specific query groupings, to nail profit goals based on personal intent. 3. strategy
- 53. Presented by @PPCKirk search bids:3. strategy Shopping bids:
- 54. Presented by @PPCKirk Principles of ShoppingAds Account Organization Segment these campaigns by specific query groupings, to nail profit goals based on personal intent. This is what I spoke on last year. Confluence Link: https://goo.gl/iQawj2 Article link: https://goo.gl/6iTPAJ 3. strategy
- 55. Presented by @PPCKirk Shopping Ads Ongoingexperiment: Segment campaigns by device 3. strategy
- 56. Presented by @PPCKirk Shopping Ads Ongoingexperiment: Segment campaigns by device 1 client (nearly 100% Shopping Ads in AdWords ads) thus far. CPA is down 28% CVR is up 41% 3. strategy
- 57. Presented by @PPCKirk 3. strategy CommonQuestions About Account Strategy How many products to an ad group is ideal? Question #1:
- 58. Presented by @PPCKirk Depends onthe size of your account and business. How many products to an ad group is ideal? Question #1: Answer: Small clients + steady product base = each SKU in own ad group. 3. strategy
- 59. Presented by @PPCKirk Depends onthe size of your account and business. How many products to an ad group is ideal? Question #1: Answer: Small clients + steady product base = each SKU in own ad group. Large clients = best categorization + top SKUs in own ad groups. 3. strategy
- 60. Presented by @PPCKirk Common Questions AboutAccount Strategy Should we use Custom Labels? Question #2: 3. strategy
- 61. Presented by @PPCKirk Yes, butonly when it actually impacts bidding in a way your normal categorization cannot. Common Questions About Account Strategy Should we use Custom Labels? Question #2: Answer: http://www.ppchero.com/shopping-ads- confession-i-think-custom-labels-are- overrated/ 3. strategy
- 62. Presented by @PPCKirk REMEMBER: Organizationfor the sake of organization only leads to evil.
- 63. Presented by @PPCKirk Common Questions AboutAccount Strategy What if my account is too big for detailed strategy implementation? Question #3: 3. strategy
- 64. Presented by @PPCKirk “It’shard” is never a good excuse for not doing something the right way. Common Questions About Account Strategy What if my account is too big for detailed strategy implementation? Question #3: Answer: 3. strategy
- 65. Presented by @PPCKirk “It’shard” is never a good excuse for not doing something the right way. What if my account is too big for detailed strategy implementation? Question #3: Answer: 3. strategy Time heals all wounds. Don’t rush. Develop a solid strategy Build it slowly
- 66.
- 67.
- 68. Presented by @PPCKirk Mining SQR’sis as important as ever, especially with an advanced structure. optimization https://support.google.com/adwords/answer/2472708?hl=en
- 69. Presented by @PPCKirk Always keep attributionin mind Last Click Reported Value Actual Value From Wikimedia Commons, the free media repository
- 70. Presented by @PPCKirk Try Target- ROAS Bidding… optimization Image:http://searchengineland.com/google-adwords-adds-bidding-tools-for-target-cpa-and-target-roas-225085
- 71. Presented by @PPCKirk …but Bebeware of the 48hr period of doom. optimization https://media.giphy.com/media/3o6MbnECblgpQBqVEI/giphy.gif
- 72. Presented by @PPCKirk Use CustomSaved Filters in the AdWords UI for automated-like manual bidding optimization
- 73. Presented by @PPCKirk a Favorite:Income- Level Targeting optimization
- 74. Presented by @PPCKirk The 4Aspects of Shopping Ads 1. Placements 2. Feeds 3. setup 4. Optimization
- 75. Presented by @PPCKirk optimization Follow meon Twitter @PPCKirk for dumb PPC memes & digital marketing banter! Thanks for listening!