Whether you are in-house, or at an agency, chances are you've noticed how important Shopping Ads are for any Ecommerce account, but many people (from beginner to advanced PPCers) don't know how to manage them well since they behave differently from Text Ads. In this session, we'll start from the ground up as we discuss best practices for feed creation, campaign strategy, and ongoing management.
4. “Lights & speakers
began swaying. Your
mom decided to get out
into cement hallways
and then they
announced evacuation.
They re-inflated and we
came back in to watch
Twins blow a 5 run
lead.”
- My dad
KIRK WILLIAMS | ZATO | @PPCKIRK MN SEARCH, MAY 2019
5. US Ecommerce Retail
Has Hit It’s Apex…
$500B
KIRK WILLIAMS | ZATO | @PPCKIRK MN SEARCH, MAY 2019
6. …LOL… except not.
KIRK WILLIAMS | ZATO | @PPCKIRK MN SEARCH, MAY 2019
Grocery (+$700B)
International Retail (+$2.4T)
Non-Standard (Auto/Home) (+$1T)
7. But… what about our jobs?
KIRK WILLIAMS | ZATO | @PPCKIRK MN SEARCH, MAY 2019
8. The Shopping Ads Strategist of
the future:
Campaign Setup
Will Be *Crucial*
KIRK WILLIAMS | ZATO | @PPCKIRK MN SEARCH, MAY 2019
9. The Shopping Ads Strategist of
the future:
Feed Prowess Will
be Valued
KIRK WILLIAMS | ZATO | @PPCKIRK MN SEARCH, MAY 2019
10. The Shopping Ads Strategist of
the future:
The One With The Strategic
Value Will Stay Hired
KIRK WILLIAMS | ZATO | @PPCKIRK MN SEARCH, MAY 2019
11. So What are Shopping Ads?
KIRK WILLIAMS | ZATO | @PPCKIRK MN SEARCH, MAY 2019
22. Feed Creation
Small feed/team? Just use a Google Sheet
Big feed? Use your dev team.
Or: Use a good Feed provider.
KIRK WILLIAMS | ZATO | @PPCKIRK MN SEARCH, MAY 2019
23. Ignore Item Disapprovals??
Don’t “Train” Google’s Filters To Be Suspicious Of You
KIRK WILLIAMS | ZATO | @PPCKIRK MN SEARCH, MAY 2019
39. Wait, but what about organizing
by Google Product Category??
KIRK WILLIAMS | ZATO | @PPCKIRK MN SEARCH, MAY 2019
40. Send Key Product
Attributes Through
Product Type to
Give Google
Contextual Signals.
Furniture >
Couches >
Modern Couches
> Leather >
Brown
KIRK WILLIAMS | ZATO | @PPCKIRK MN SEARCH, MAY 2019
61. (1) USE KEY
CATEGORIES
✑ Top Products
✑ Most Reviewed
✑ Gateway Products
Possible Optimizations
KIRK WILLIAMS | ZATO | @PPCKIRK MN SEARCH, MAY 2019
67. Smart Shopping gets:
• Top Products
• Top-Reviewed Products
• Clearance Products
Legacy Shopping
• Group by PT
• Bid By Query
KIRK WILLIAMS | ZATO | @PPCKIRK MN SEARCH, MAY 2019