Confluence Conference - New to Google Shopping? From Setup to Strategy
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The document presents a comprehensive guide on the four key aspects of shopping ads: placements, feeds, setup, and optimization. It offers practical tips for improving automation in marketing, such as the importance of feed rules and campaign organization for effective bidding. Additionally, the document emphasizes the significance of testing images and understanding attribution in analyzing ad performance.
Confluence Conference - New to Google Shopping? From Setup to Strategy
- 1. Presented by @PPCKirk Shopping AdsSetup-to-Strategy Tips & Tricks
- 2. Presented by @PPCKirk Questions?Ask me at @PPCKirk on Twitter!
- 3. Presented by @PPCKirk Product DATA spreadsheet/ feed provider marketing magic consumer Feed automation
- 5. Presented by @PPCKirk Automation…. Killing jobs since the printing press.
- 6. Presented by @PPCKirk …And Putting scribes out of work since 1430.
- 7. Presented by @PPCKirk …And Putting scribes out of work since 1430. I feel really good about job security.
- 8. Presented by @PPCKirk …And Putting scribes out of work since 1430. Uhoh. Innovate or die, bro! We call it “The printing press” ‘the’ is super important. How ’bout just a printing press?
- 9. Presented by @PPCKirk The 4 Aspects of Shopping Ads
- 10. Presented by @PPCKirk 1. placements The 4 Aspects of Shopping Ads
- 11. Presented by @PPCKirk 2. feeds The 4 Aspects of Shopping Ads
- 12. Presented by @PPCKirk 3. setup The 4 Aspects of Shopping Ads
- 13. Presented by @PPCKirk 4. optimization The 4 Aspects of Shopping Ads
- 14. Presented by @PPCKirk The 4 Aspects of Shopping Ads 1. Placements 2. Feeds 3. setup 4. Optimization
- 15. Presented by @PPCKirk 1. placements
- 16. Presented by @PPCKirk Feed-based Products are beginning to appear all over. Normal culprits: Google Shopping in SERPs (right rail and top). 1. placements
- 17. Presented by @PPCKirk 1. placements …as well as in the Shopping tab.
- 18. Presented by @PPCKirk Bing Ads (New Shopping Tab Announced) 1. placements
- 19. Presented by @PPCKirk Partner sites (Target, Kohls, etc.) 1. placements
- 20. Presented by @PPCKirk 1. placements New in AdWords Beta: GDN Shopping Ads!
- 21. Presented by @PPCKirk 2. feeds
- 22. Presented by @PPCKirk What you need to get started: Feed Provider or Dev Team Merchant Center AdWords / Bing Ads 2. feeds
- 23. Presented by @PPCKirk Feed Creation tools ü Small feed/team? Just use a Spreadsheet. 2. feeds
- 24. Presented by @PPCKirk Feed Creation tools ü Small feed/team? Just use a Spreadsheet. ü Big feed? Use your dev team. 2. feeds
- 25. Presented by @PPCKirk 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 GoDataFeed ü Many others 2. feeds
- 26. Presented by @PPCKirk Product ID •Title •Description •Link •Image •Availability •Price •Google Product Category •Brand •GTIN •Condition •Adult •Shipping •Tax Required field fields 2. feeds
- 27. Presented by @PPCKirk Age Group Item Color Gender Material Pattern Size Item Group ID Additional requirements For apparel 2. feeds
- 28. Presented by @PPCKirk Hot tip #1 With limited time, focus on these 4 fields. •Title •Description •Price •Image 2. feeds
- 29. Presented by @PPCKirk •Title •Description Fields to focus on: 2. feeds
- 30. Presented by @PPCKirk Tips & Tricks: 2. feeds ü Word Order Matters in Titles
- 31. Presented by @PPCKirk ü Word Order Matters in Titles ü Use Keyword Planner Tips & Tricks: •Title •Description Fields to focus on: 2. feeds
- 32. Presented by @PPCKirk 2. feeds “it’s actual data” “that’s no guess”
- 33. Presented by @PPCKirk •Price Fields to focus on: 2. feeds
- 34. Presented by @PPCKirk ü The primary comparison happening in a Comparison Shopping Engine, is Product Price. Tips & Tricks: •Price Fields to focus on: 2. feeds
- 35. Presented by @PPCKirk people love themselves a deal •Price Fields to focus on: 2. feeds
- 36. Presented by @PPCKirk ü Should I test images? Common Question: •Images Fields to focus on: 2. feeds
- 37. Presented by @PPCKirk ü Should I test images? Common Question: •Images Fields to focus on: Answer: ü Uhhh, is the sky blue? Are cats evil? Is SEO overrated? (KIDDING KIDDING, SETTLE DOWN NOW, SIMMER) 2. feeds
- 38. Presented by @PPCKirk ü Test images that stand out! Tips & Tricks: •Images Fields to focus on: 2. feeds
- 39. Presented by @PPCKirk ü Test images that stand out! Tips & Tricks: •Images Fields to focus on: 2. feeds
- 40. Presented by @PPCKirk ü Test images that stand out! Tips & Tricks: •Images Fields to focus on: 2. feeds
- 41. Presented by @PPCKirk ü Test images that stand out! Tips & Tricks: •Images Fields to focus on: 2. feeds
- 42. Presented by @PPCKirk ü Test images that stand out! ü Test model images and product only images. Tips & Tricks: •Images Fields to focus on: 2. feeds
- 43. Presented by @PPCKirk 2. feeds
- 44. Presented by @PPCKirk ü Bing Ads’ Purna swears by image testing Tips & Tricks: •Images Fields to focus on: Purna Virji Senior Training Manager at Microsoft 2. feeds
- 45. Presented by @PPCKirk ü Bing Ads’ Purna swears by image testing ü Check out her SMX presentation on it: https://goo.gl/8gyxz7 Tips & Tricks: •Images Fields to focus on: 2. feeds
- 46. Presented by @PPCKirk Hot tip #2 use Feed Rules. 2. feeds
- 47. Presented by @PPCKirk Hot tip #2 use Feed Rules. 2. feeds
- 48. Presented by @PPCKirk 2. feeds ü Change values in feed fields and test different combinations to see what converts highest. Tips & Tricks:
- 49. Presented by @PPCKirk 3. Setup
- 50. Presented by @PPCKirk What’s the first rule of Setup? 3. Setup
- 51. Presented by @PPCKirk Go Beyond Google/Bing’s Automation 3. strategy
- 52. Presented by @PPCKirk Good organization = better bidding by segmentation
- 53. Presented by @PPCKirk Organization for the sake of organization only leads to evil.
- 54. Presented by @PPCKirk Principles of Shopping Ads Account Organization ü Pull out high-level product groupings into their own campaigns. 3. setup
- 55. Presented by @PPCKirk ü Pull out high-level product groupings into their own campaigns. ü Product brands ü categories 3. setup
- 56. Presented by @PPCKirk ü Pull out high-level product groupings into their own campaigns. ü Product brands ü categories 3. setup
- 57. Presented by @PPCKirk Principles of Shopping Ads Account Organization ü Segment these campaigns by specific query groupings, to nail profit goals based on personal intent. 3. setup
- 58. Presented by @PPCKirk 3. setup search bids: Shopping bids:
- 59. Presented by @PPCKirk Principles of Shopping Ads Account Organization ü Segment these campaigns by specific query groupings, to nail profit goals based on personal intent. ü This is what I spoke on last year. ü Confluence Link: https://goo.gl/iQawj2 ü Article link: https://goo.gl/6iTPAJ 3. setup
- 60. Presented by @PPCKirk Shopping Ads Ongoing experiment: Segment campaigns by device 3. setup
- 61. Presented by @PPCKirk Shopping Ads Ongoing experiment: Segment campaigns by device ü 1 client (nearly 100% Shopping Ads in AdWords ads) thus far. ü CPA is down 28% ü CVR is up 41% 3. setup
- 62. Presented by @PPCKirk Common Questions About Account Strategy What if my account is too big for detailed strategy implementation? Question: 3. setup
- 63. Presented by @PPCKirk ü “It’s hard” 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: Answer: 3. setup
- 64. Presented by @PPCKirk ü “It’s hard” is never a good excuse for not doing something the right way. What if my account is too big for detailed strategy implementation? Question: Answer: 3. setup ü Time heals all wounds. ü Don’t rush. ü Develop a solid strategy ü Build it slowly
- 65. Presented by @PPCKirk 4. Optimization
- 66. Presented by @PPCKirk 4. Optimization
- 67. Presented by @PPCKirk TIP: Mining SQR’s is as important as ever, especially with an advanced structure. optimization https://support.google.com/adwords/answer/2472708?hl=en
- 68. Presented by @PPCKirk TIP: Use Custom Saved Filters in the AdWords UI for automated-like manual bidding optimization
- 69. Presented by @PPCKirk Tip: Income Level targeting optimization
- 70. Presented by @PPCKirk TIP: Always keep attribution in mind Last Click ReportedValue Actual Value From Wikimedia Commons, the free media repository
- 71. Presented by @PPCKirk And now it’s Time for: A Tale of Attribution Woe Last Click ReportedValue Actual Value
- 72. Presented by @PPCKirk Step 1 Bryant Garvin Last Click ReportedValue Actual Value @BryantGarvin
- 73. Presented by @PPCKirk Step 2 Google Search (oooh, look, Shopping Ads) Last Click ReportedValue Actual Value
- 74. Presented by @PPCKirk Steps 3 – 26 Social Last Click ReportedValue Actual Value
- 75. Presented by @PPCKirk Steps 27 – 41 Dimmer Social Last Click ReportedValue Actual Value
- 76. Presented by @PPCKirk Steps 42 – 59 dimmer Social Last Click ReportedValue Actual Value
- 77. Presented by @PPCKirk Step 60: dark social DM to Purple’s PPCer, Bryant Last Click ReportedValue Actual Value
- 78. Presented by @PPCKirk Last Click ReportedValue Actual Value Step 61-148: direct traffic to gaze longingly and imagine over the next 3 months
- 79. Presented by @PPCKirk Last Click ReportedValue Actual Value Step 149: conversation with friend at an August campout in Montana
- 80. Presented by @PPCKirk Last Click ReportedValue Actual Value Step 150: Direct traffic: $1300 Sale on mobile the next morning outside my freaking tent
- 81. Presented by @PPCKirk Last Click ReportedValue Actual Value TRACK THAT FUNNEL, BRYANT. MWAHAHAHAHAHAH!!
- 82. Presented by @PPCKirk Sooooo: Always keep attribution in mind with Shopping Ads especially Last Click ReportedValue Actual Value Last Click ReportedValue Actual Value From Wikimedia Commons, the free media repository
- 83. Presented by @PPCKirk The 4 Aspects of Shopping Ads 1. Placements 2. Feeds 3. setup 4. Optimization
- 84. Presented by @PPCKirk optimization Follow me on Twitter @PPCKirk for dumb PPC memes & digital marketing banter! Thanks for listening! For today’s slides visit: Zatomarketing.com/blog/confluence