The Holidays Are Coming (Again!): 4 Ecommerce PPC Tricks to Master for Success
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The document discusses four essential PPC strategies for eCommerce success during the holiday season, focusing on effective shopping ads setup, remarketing lists for shopping ads (RLSA), and dynamic search ads (DSA). It emphasizes the importance of intelligent bidding and product grouping, as well as the advantages of using countdown customizer ads. The content is a resource from a webinar featuring Kirk Williams and Allison Carpio, experts in PPC marketing and conversion copywriting.
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The Holidays Are Coming (Again!): 4 Ecommerce PPC Tricks to Master for Success
- 1. The Holidays Are Coming (Again)! 4 Ecommerce PPC Tricks to Master for Success KIRK WILLIAMS
- 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
- 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?
- 28. Don’t listen to Google. Separate out RLSA from Regular Search! 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?