Don't Know Shopping Ads? No Worries, Start Here - BrightonSEO

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If you don't know Shopping Ads, but would like to get a high level overview of how they work to assist you with your job (perhaps as a CMO, VP of Marketing, or just a Lead Gen PPCer who wants to get a little ecommerce knowledge), then this session is for you!

Marketing

I Don’t Know How to Run
Shopping Ads
And at this Point I’m Too
Afraid to Ask
Kirk Williams // ZATO
SLIDESHARE.NET/PPCKirk
@PPCKirk

GLOBAL ECOMMERCE RETAIL
HAS HIT IT’S APEX…
£26 Trillion
http://bit.ly/global-ecom-2019
@PPCKIRK | ZATO #BRIGHTONSEO | SEP 2019

…LOL… except not.
Grocery (£557B)
Real-Estate (£177T)
Automobile Sales (£4T)
…Services?! (LOTSA £££)
@PPCKIRK | ZATO #BRIGHTONSEO | SEP 2019

…ALSO, 6.2B
PEOPLE NOT
CURRENTLY
ONLINE
@PPCKIRK | ZATO #BRIGHTONSEO | SEP 2019

WHY SHOPPING ADS?
src: Merkle Q2 2019 Report

“How does this
shopping adz stuff
work… Kathy?”
- Vince V

WHERE DO
SHOPPING ADS
APPEAR?
@PPCKIRK | ZATO #BRIGHTONSEO | SEP 2019

M
O
B
I
L
E
@PPCKIRK | ZATO #BRIGHTONSEO | SEP 2019

JUST THE BEGINNING… THROUGH
SHOPPING ACTIONS
@PPCKIRK | ZATO #BRIGHTONSEO | SEP 2019

FEED SETUP
@PPCKIRK | ZATO #BRIGHTONSEO | SEP 2019

Hi, I’m
Feedy.
It looks like you’re
trying to create a
feed.

• Small feed/team?
Use a Google Sheet
• Large feed? Use your
dev team or a Feed
Provider.
@PPCKIRK | ZATO #BRIGHTONSEO | SEP 2019

What about those pesky item disapprovals?
@PPCKIRK | ZATO #BRIGHTONSEO | SEP 2019

Google Policy Filter Levels:
Train Them to Leave You Alone.
@PPCKIRK | ZATO #BRIGHTONSEO | SEP 2019

Microsoft Advertising?
Easy GMC Feed Import, FTW
@PPCKIRK | ZATO #BRIGHTONSEO | SEP 2019

“Uhh, we’re too busy to optimize all fields…
… how are you?”

3 Key Fields for Optimization
@PPCKIRK | ZATO #BRIGHTONSEO | SEP 2019

•Title
 Identify the ideal title
formula for your products
Tips & Tricks:
@PPCKIRK | ZATO #BRIGHTONSEO | SEP 2019

•Product
Type
@PPCKIRK | ZATO #BRIGHTONSEO | SEP 2019

Send Key Product
Attributes Through Product
Type to Give Google
Contextual Signals.
Couches > Netflix Couches > Leather Couches > Red
@PPCKIRK | ZATO #BRIGHTONSEO | SEP 2019

•Price
@PPCKIRK | ZATO #BRIGHTONSEO | SEP 2019

of US online shoppers rank price
“very/extremely influential” in
purchase decision.
@PPCKIRK | ZATO #BRIGHTONSEO | SEP 2019

MEET
HAROLD.
HAROLD LIKES
TO CLICK ON
YOUR ADS…
EVEN WHEN
YOUR PRICE
STINKS.

TAKE THAT, HAROLD.
@PPCKIRK | ZATO #BRIGHTONSEO | SEP 2019

CAMPAIGN
SETUP
@PPCKIRK | ZATO #BRIGHTONSEO | SEP 2019

MAX CPC = £0.50
@PPCKIRK | ZATO #BRIGHTONSEO | SEP 2019

Demand Creation - TOFU Queries - £0.25
Demand Capture - BOFU Queries - £1.00
@PPCKIRK | ZATO #BRIGHTONSEO | SEP 2019

TIME CONSUMING
BUILDS?
USE
@PPCKIRK | ZATO #BRIGHTONSEO | SEP 2019

DATA
TRANSPARENCY
@PPCKIRK | ZATO #BRIGHTONSEO | SEP 2019
Want Data?
Not on
Google’s pitch.

MACHINE
LEARNING
VOLATILITY
@PPCKIRK | ZATO #BRIGHTONSEO | SEP 2019

SOLUTION?
Better Together!
@PPCKIRK | ZATO #BRIGHTONSEO | SEP 2019

SMART
Top Products
Clearance Products
LEGACY
Group Wisely
Bid By Query
@PPCKIRK | ZATO #BRIGHTONSEO | SEP 2019

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1. I Don’t Know How to Run Shopping Ads And at this Point I’m Too Afraid to Ask Kirk Williams // ZATO SLIDESHARE.NET/PPCKirk @PPCKirk

2. 1,279 KM = MONTANA

3. 1,271 KM = LONDON TO LIEZEN

4. GLOBAL ECOMMERCE RETAIL HAS HIT IT’S APEX… £26 Trillion http://bit.ly/global-ecom-2019 @PPCKIRK | ZATO #BRIGHTONSEO | SEP 2019

5. …LOL… except not. Grocery (£557B) Real-Estate (£177T) Automobile Sales (£4T) …Services?! (LOTSA £££) @PPCKIRK | ZATO #BRIGHTONSEO | SEP 2019

6. …ALSO, 6.2B PEOPLE NOT CURRENTLY ONLINE @PPCKIRK | ZATO #BRIGHTONSEO | SEP 2019

7. WHY SHOPPING ADS? src: Merkle Q2 2019 Report

8. @PPCKIRK | ZATO #BRIGHTONSEO | SEP 2019

9. “How does this shopping adz stuff work… Kathy?” - Vince V

10.

11. WHERE DO SHOPPING ADS APPEAR? @PPCKIRK | ZATO #BRIGHTONSEO | SEP 2019

12. DESKTOP

13. M O B I L E @PPCKIRK | ZATO #BRIGHTONSEO | SEP 2019

14. IMAGE TAB SHOPPING TAB

15. YOUTUBE LOCAL INVENTORY ADS

16. JUST THE BEGINNING… THROUGH SHOPPING ACTIONS @PPCKIRK | ZATO #BRIGHTONSEO | SEP 2019

17. FEED SETUP @PPCKIRK | ZATO #BRIGHTONSEO | SEP 2019

18. @PPCKIRK | ZATO #BRIGHTONSEO | SEP 2019

19. @PPCKIRK | ZATO #BRIGHTONSEO | SEP 2019

20. Hi, I’m Feedy. It looks like you’re trying to create a feed.

21. • Small feed/team? Use a Google Sheet • Large feed? Use your dev team or a Feed Provider. @PPCKIRK | ZATO #BRIGHTONSEO | SEP 2019

22. What about those pesky item disapprovals? @PPCKIRK | ZATO #BRIGHTONSEO | SEP 2019

23. Google Policy Filter Levels: Train Them to Leave You Alone. @PPCKIRK | ZATO #BRIGHTONSEO | SEP 2019

24. Microsoft Advertising? Easy GMC Feed Import, FTW @PPCKIRK | ZATO #BRIGHTONSEO | SEP 2019

25. “Uhh, we’re too busy to optimize all fields… … how are you?”

26. 3 Key Fields for Optimization @PPCKIRK | ZATO #BRIGHTONSEO | SEP 2019

27. •Title  Identify the ideal title formula for your products Tips & Tricks: @PPCKIRK | ZATO #BRIGHTONSEO | SEP 2019

28. + + + 10 Brand Gender Product Name Size @PPCKIRK | ZATO #BRIGHTONSEO | SEP 2019

29. •Product Type @PPCKIRK | ZATO #BRIGHTONSEO | SEP 2019

30. Send Key Product Attributes Through Product Type to Give Google Contextual Signals. Couches > Netflix Couches > Leather Couches > Red @PPCKIRK | ZATO #BRIGHTONSEO | SEP 2019

31. •Price @PPCKIRK | ZATO #BRIGHTONSEO | SEP 2019

32. of US online shoppers rank price “very/extremely influential” in purchase decision. @PPCKIRK | ZATO #BRIGHTONSEO | SEP 2019

33. MEET HAROLD. HAROLD LIKES TO CLICK ON YOUR ADS… EVEN WHEN YOUR PRICE STINKS.

34. TAKE THAT, HAROLD. @PPCKIRK | ZATO #BRIGHTONSEO | SEP 2019

35. CAMPAIGN SETUP @PPCKIRK | ZATO #BRIGHTONSEO | SEP 2019

36. @PPCKIRK | ZATO #BRIGHTONSEO | SEP 2019

37. MAX CPC = £0.50 @PPCKIRK | ZATO #BRIGHTONSEO | SEP 2019

38. 👉 Product Type 👉 Product Brand 👉 Custom Labels (Pricepoint or Top Performers) Wisely Segment, You Must

39. Demand Creation - TOFU Queries - £0.25 Demand Capture - BOFU Queries - £1.00 @PPCKIRK | ZATO #BRIGHTONSEO | SEP 2019

40. @PPCKIRK | ZATO #BRIGHTONSEO | SEP 2019

41. TIME CONSUMING BUILDS? USE @PPCKIRK | ZATO #BRIGHTONSEO | SEP 2019

42. @PPCKIRK | ZATO #BRIGHTONSEO | SEP 2019

43. DATA TRANSPARENCY @PPCKIRK | ZATO #BRIGHTONSEO | SEP 2019 Want Data? Not on Google’s pitch.

44. @PPCKIRK | ZATO #BRIGHTONSEO | SEP 2019

45. @PPCKIRK | ZATO #BRIGHTONSEO | SEP 2019

46. MACHINE LEARNING VOLATILITY @PPCKIRK | ZATO #BRIGHTONSEO | SEP 2019

47. SOLUTION? Better Together! @PPCKIRK | ZATO #BRIGHTONSEO | SEP 2019

48. SMART Top Products Clearance Products LEGACY Group Wisely Bid By Query @PPCKIRK | ZATO #BRIGHTONSEO | SEP 2019

49. some of our clients

Editor's Notes

Vince Vaughn parody stock photo
Good Shopping campaign organization is all about bidding. If you can’t bid better because of your structure, then change your strategy.

Don't Know Shopping Ads? No Worries, Start Here - BrightonSEO

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