A Beginner's Guide to Shopping Ads: From Take-Off to Soaring Smartly
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This document serves as a beginner's guide to shopping ads, outlining key aspects such as placements, feed management, and campaign setup. It emphasizes the importance of organized structures for effective bidding, optimization strategies, and the differences between traditional and smart shopping methods. It also offers practical tips on managing product attributes and improving ad performance.
A Beginner's Guide to Shopping Ads: From Take-Off to Soaring Smartly
- 1. A Beginner’s Guide to Shopping Ads: From Take-Off to Soaring Smartly Kirk Williams | Owner
- 2. AUTOMATION Killing jobs since the printing press. @ppckirk
- 3. …and putting scribes out of work since 1430. @ppckirk I feel really good about job security.
- 4. …and putting scribes out of work since 1430. Innovate or die, bro! We call it “the printing press”, Is that pressing out the tears of the scribes? @ppckirk
- 6. (…but, more on that later) @ppckirk
- 7. 3 Aspects of Shopping Ads (setting you up for success) @ppckirk
- 8. 3 Aspects of Shopping Ads Placements Feeds Campaign Setup
- 10. @ppckirk Desktop
- 11. Desktop @ppckirk
- 12. Mobile @ppckirk
- 14. Image Tab @ppckirk (now part of Core Search)
- 15. Feeds @ppckirk
- 16. Feeds Feed Provider or Dev Team Merchant Center Google / Bing Ads @ppckirk
- 17. Feeds Feed Creation tools ü Small feed/team? Just use a Spreadsheet. @ppckirk
- 18. Feeds Feed Creation tools ü Small feed/team? Just use a Spreadsheet. ü Big feed? Use your dev team. @ppckirk
- 19. Feeds Feed Creation tools ü Small feed/team? Just use a Spreadsheet. ü Big feed? Use your dev team. ü Anyone: Use a good Feed provider. ü Feedonomics ü DataFeedWatch ü Many others @ppckirk
- 20. …and someday… no feed. @ppckirk
- 21. Use Bing? (you should) @ppckirk ü Now: Handy Dandy Feed Import from Google!
- 22. Ignore Item Disapprovals?? DON’T. @ppckirk Don’t “Train” Google’s Filters To Be Suspicious Of You
- 24. Maybe Required (It’s Complicated) Condition Adult Multipack Bundle Age Group Item Color Gender Material Pattern Size Item Group ID Tax Shipping Dimensions @ppckirk
- 25. RICH PRODUCT ATTRIBUTES (Important For Retail) Age Group Item Color Gender Material Pattern Size Item Group ID @ppckirk
- 26. No GTIN? No Worries (use magic) @ppckirk
- 29. “Uhh, we’re a little busy here… … no time to optimize all feed fields.” @ppckirk
- 30. @ppckirk Spend your time on these 3 fields. Title Product Type Price
- 31. @ppckirk Title ü Word Order Matters in Titles Tips & Tricks:
- 32. @ppckirk Title ü Word Order Matters in Titles ü Use Keyword Planner Tips & Tricks:
- 33. @ppckirk “That’s no guess, It’s actual data.”
- 34. @ppckirk Title ü Word Order Matters in Titles ü Use Keyword Planner ü Use the Search Query Report Tips & Tricks:
- 35. @ppckirk Find Title Test Ideas from Search & Shopping SQRs
- 36. @ppckirk Montana this winter Img src: goo.gl/DPv29j
- 37. @ppckirk
- 38. @ppckirk Then, Use Feed Rules to Test
- 39. @ppckirk Limited Characters in Your Title? Prepend Additional Keywords to Description with Feed Rules
- 40. @ppckirk Prepend Keywords to Description
- 41. @ppckirk Product Type “Organize your product catalogue for crying out loud!”
- 42. @ppckirk Wait, but what about organizing by Google Product Category??
- 43. @ppckirk 2019 Google to ProdCat: (we admit you know your products better than us)
- 44. @ppckirk Send Key Product Attributes Through Product Type to Give Google Contextual Signals. Furniture > Couches > Modern Couches > Leather > Brown
- 45. @ppckirk Don’t want to blow your structure? Original Product Type, 2nd Product Type Campaign Structure Uses The 1st
- 46. @ppckirk Price
- 47. No Price too Crazy! @ppckirk (actual ZATO Client! !) to
- 48. @ppckirk ü The primary “comparison” in CSEs is price! ü People love themselves a deal.
- 49. @ppckirk
- 50. @ppckirk
- 51. @ppckirk
- 53. @ppckirk Submit promotions early so they can get through Policy Status first (SKU Status is manual)
- 54. @ppckirk Setup
- 55. What is the purpose of a good Shopping Setup? Why Care About Organization? @ppckirk
- 56. Good Shopping organization is all about bidding. If you can’t bid better because of your structure, then change your strategy. Why Care About Organization? @ppckirk
- 57. Organization for the sake of organization leads only to evil.
- 58. @ppckirk
- 59. @ppckirk Sooo, about that… Traditional Shopping Smart Shopping
- 61. @ppckirk Want Data? “Not in my house.” #1 Data Transparency
- 66. @ppckirk Up to 55% Reduction in New Users in our Accounts!!! Smart Shopping
- 67. @ppckirk Possible Optimizations (1) Manipulate ROAS Targets & Budgets
- 69. @ppckirk (2) Target & Exclude Low Performing Product Types
- 70. @ppckirk (3) Select Key Categories to Test • Top Products • Most Reviewed • Gateway Products
- 71. @ppckirk (4) Account Level Content Filters
- 72. What’s the solution? @ppckirk Better Together!
- 73. @ppckirk Smart Shopping gets: • Top Products • Top-Reviewed Products • Clearance Products Traditional Shopping Gets….
- 74. Segment campaigns to bid by query. @ppckirk $0.50 =
- 75. @ppckirk Tier 1 - General Queries - $0.25 Tier 2 - Brand Queries - $1.00 Tier 3 - SKU Queries - $2.00
- 77. some of our clients Thank you!