I don’t know how to run shopping ads, and at this point I’m afraid to ask.
Download as PPTX, PDF2 likes699 views
The document is a beginner's guide to shopping ads, detailing four key aspects: placements, feeds, setup, and bidding. It includes tips on creating effective feeds, campaign organization, and various bidding strategies to improve ad performance. The emphasis is on data-driven decision-making and continuous optimization to achieve better results in advertising.
I don’t know how to run shopping ads, and at this point I’m afraid to ask.
- 1. “I don’t know how to run shopping ads, and at this point I’m afraid to ask.” Kirk Williams Owner, ZATO @PPCKirk A Beginner’s Guide to Shopping Ads.
- 2. @PPCKirk
- 3. @PPCKirk This room = a safe place
- 4. @PPCKirk (safety extends to me too, BTW…) me The person who says “this was too basic” in session reviews.
- 5. @PPCKirk The 4 Aspects of Shopping Ads 1. Placements 2. Feeds 3. Setup 4. Bidding
- 7. @PPCKirk Google Shopping… • Image • Price • Reviews • Title
- 8. @PPCKirk Bing Ads (Now only PLAs in the Sidebar)
- 10. @PPCKirk BEWARE!
- 12. @PPCKirk What you need to get started: Feed Provider (dev team) Google Merchant Center Google Adwords
- 13. @PPCKirk Feed Creation tools Small feed/team? Just use a Spreadsheet.
- 14. @PPCKirk Feed Creation tools Small feed/team? Just use a Spreadsheet. Big feed? Use your dev team.
- 15. @PPCKirk Feed Creation tools Small feed/team? Just use a Spreadsheet. Big feed? Use your dev team. Or anyone: Use a good Feed provider. Feedonomics GoDataFeed Many others
- 16. @PPCKirk Product ID •Title •Description •Link •Image •Availability •Price •Google Product Category •Brand •GTIN •Condition •Adult •Shipping •Tax Required Fields
- 17. @PPCKirk Age Group Item Color Gender Material Pattern Size Item Group ID Additional Requirements For Apparel
- 18. @PPCKirk Hot Tip With limited time, focus on these 4 fields.
- 19. @PPCKirk Hot Tip With limited time, focus on these 4 fields. •Title •Description •Price •Image
- 20. @PPCKirk •Title •Description Use Keyword Planner Word Order Matters Tips & Tricks:
- 21. @PPCKirk Tips & Tricks: “it’s a data” “that’s no guess”
- 22. @PPCKirk •Price
- 23. @PPCKirk The main comparison happening in a Comparison Shopping Engine, is Product Price. Tips & Tricks: •Price
- 24. @PPCKirk •Price Understatement of this session: “People love a good deal…”
- 25. @PPCKirk Should I test images? Common Question: •ImagesAnswer: YES, of course.
- 26. @PPCKirk Test images that stand out! Tips & Tricks: •Images
- 27. @PPCKirk Test images that stand out! Tips & Tricks: •Images Fields to focus on:
- 28. @PPCKirk Test images that stand out! Tips & Tricks: •Images Fields to focus on:
- 29. @PPCKirk Test images that stand out! Test model images and product only images. Tips & Tricks: •Images
- 30. @PPCKirk
- 31. @PPCKirk Bing Ads’ Purna swears by image testing Tips & Tricks: •Images Purna Virji Senior Training Manager at Microsoft
- 32. @PPCKirk Bing Ads’ Purna swears by image testing Check out her SMX presentation on it: https://goo.gl/8gyxz7 Tips & Tricks: •Images
- 34. @PPCKirk What’s the first rule of Shopping Ads Campaign Setup?
- 36. @PPCKirk buuuut… organization for the sake of organization is just tyranny.
- 37. @PPCKirk Good PLA organization = better bidding by segmentation
- 38. @PPCKirk Pull out high-level product groupings into their own campaigns. Product brands categories Campaign Organization
- 39. @PPCKirk Pull out high-level product groupings into their own campaigns. Product brands categories Campaign Organization
- 40. @PPCKirk Segment these campaigns by specific query groupings, to nail profit goals based on personal intent. Campaign Organization
- 43. @PPCKirk EXPERIMENT TO BLOW YOUR MIND: Segment campaigns by device 1 client (nearly 100% Shopping Ads in AdWords). CPA is down 28% CVR is up 41%
- 44. @PPCKirk Common Questions About Account StrategyHow many products to an ad group is ideal? Question:
- 45. @PPCKirk Common Questions About Account Strategy Answer: It Depends… Small clients + steady product base = each SKU in own ad group. Large clients = best categorization + top SKUs in own ad groups.
- 46. @PPCKirk Common Questions About Account StrategyShould we use Custom Labels? Question:
- 47. @PPCKirk Answer: Yes, but… only when it actually impacts bidding in a way your normal categorization cannot. http://www.ppchero.com/ shopping-ads- confession-i-think- custom-labels-are- overrated/
- 48. @PPCKirk Common Questions About Account StrategyWhat if my account is too big for detailed strategy implementation? Question:
- 49. @PPCKirk Answer: “It’s hard” is never a good excuse for not doing something the right way. Time heals all wounds. Take your time, develop a solid strategy and move to it over time.
- 50. @PPCKirk Common Questions About Account StrategyDo I still need to optimize with Google/Bing doing all the work on the backend? Question:
- 51. @PPCKirk Mining SQR’s is as important as ever, especially with an advanced structure. Answer:
- 54. @PPCKirk Shopping Ads Bidding Tips: 1. On the Micro Level 2. On the Macro Level
- 55. @PPCKirk Micro Level Bidding = Product Group Bidding #1
- 56. @PPCKirk “Quiet human, I’m rescuing you.” PPC Bloggers everywhere: “IT’S ALL ABOUT BID AUTOMATION!” 1
- 57. @PPCKirk You DON’T need expensive tools to beat bigger competitors with their fancy tools & bigness.
- 58. @PPCKirk TOP SECRET Bidding Automation is just good algorithms, which you can build in the AdWords UI using… 1
- 59. @PPCKirk TOP SECRET SAVED Product Group FILTERS!! 1
- 60. @PPCKirk So, how do we create our own magically (not so) automated bid rules in Saved Filters? 1 By keeping two things in mind….
- 61. @PPCKirk THING #1: There are 2 Types of Shopping Bid Objectives. 1 Decrease low performing products Increase high performing products
- 62. @PPCKirk THING #2: Then focus on the right data to hit those 2 objectives. 1
- 63. @PPCKirk 1 Every possible column in the AdWords Product groups tab:
- 64. @PPCKirk 1 …and all Bing columns.
- 65. @PPCKirk THING #2: Then focus on the right data to hit those 2 objectives. 1 Is there enough traffic? (clicks/spend) Is it affordable? (CPCs) Is it profitable? (ROAS / Revenue) What is happening in the market? (Imp Share)
- 66. @PPCKirk Now to create Shopping bidding rules in the AdWords UI…
- 67. @PPCKirk Example 1: Reduce High CPA Products
- 68. @PPCKirk Example 1: Reduce High CPA Products
- 69. @PPCKirk Example 2: Reduce low ROAS products
- 70. @PPCKirk Example 3: Decrease Low Performing Products
- 71. @PPCKirk Example 3: Decrease Low Performing Products
- 72. @PPCKirk Example 3: Decrease Low Performing Products
- 73. @PPCKirk Example 4: Increase High Performing Products Rules
- 74. @PPCKirk Example 4: Increase High Performing Products Rules
- 75. @PPCKirk Example 4: Increase High Performing Products Rules
- 76. @PPCKirk BONUS in the New UI: Search Absolute Top Impression Share Then as you perfect which of these you like, you Save them as filters. BOOOOOOOM. Nailed it. (Now take these rules and semi-automate them by setting a calendar or task reminder to run specific bid rules once per week / month)
- 77. @PPCKirk (Non-Tool-Free) Note: Optmzyr allows you to set up Bid Rules for SHOPPING. Wooooo.
- 78. @PPCKirk Now that we have bidding nailed down, what about the bigger picture? Here’s where it gets fun.
- 79. @PPCKirk Macro Level = Account Level Bidding #2
- 80. @PPCKirk BOOO bidding to last-click attribution (or really any single model).
- 82. @PPCKirk Identify the campaigns in your funnel, and organize them according to Priority, Bid- Setting, and ongoing analysis. Quick Tips
- 83. @PPCKirk High Priority setting High Priority - Top of Funnel terms - First Click model Top of Funnel terms First Click model
- 84. @PPCKirk Med Priority setting High Priority - Top of Funnel terms - First Click model Mid Funnel terms Time Delay model
- 85. @PPCKirk Low Priority setting High Priority - Top of Funnel terms - First Click model Bottom Funnel terms Last Click model
- 86. @PPCKirk Low Priority setting High Priority - Top of Funnel terms - First Click model Bottom Funnel terms Last Click model Also RLSA!
- 87. @PPCKirk The 4 Aspects of Shopping Ads 1. Placements 2. Feeds 3. Strategy 4. Bidding
- 88. @PPCKirk Thanks! SEE YOU AT THE NEXT #HeroConf zatomarketing.com/shopping-101