Master This in Ecommerce PPC Before Google Changes It Again Next Year
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This discusion from the SLC Digital Marketing Conference focuses on Search Engine Marketing and specifically, ecommerce PPC, changes at a rapid rate. In this session on Google Shopping and Bing Shopping, we will discuss its rapid growth, as well as ways to dominate at it. This includes Shopping Query Filtering setup, as well as RLSA for Shopping, and Bidding tips for Shopping Ads.
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Master This in Ecommerce PPC Before Google Changes It Again Next Year
- 1. Master This 1 Thing in Ecommerce PPC (Before Google Changes It All Again Next Year) @PPCKirk #SLCDMC
- 4. @PPCKirk (A wall in my office) Pro-Star-Wars (long live the EU!) #SLCDMC
- 5. @PPCKirk (My Uber yesterday… yes we just got Uber this month) Montana Boy #SLCDMC
- 7. So, Ecommerce PPC, eh? @PPCKirk #SLCDMC
- 8. … my entire screen on a 13” Macbook @PPCKirk #SLCDMC
- 9. … my entire screen on a 13” Macbook @PPCKirk #SLCDMC
- 10. Whatever your view of Google… “Ecommerce text SERPs are dead.” “…or at least we’re making it that way.” @PPCKirk #SLCDMC
- 11. Key thing to master in Ecom PPC: Shopping @PPCKirk #SLCDMC
- 12. Shopping = 56% Spend Share Over Text Ads @PPCKirk #SLCDMC
- 14. GTINs Required: May 2016 @PPCKirk #SLCDMC
- 15. “What else can we monetize?” – Google boardroom conversation Image Search Ads @PPCKirk #SLCDMC
- 16. Keeping up with the Joneses Amazon. @PPCKirk #SLCDMC
- 17. Goodbye 3rd Party Feed Management GMC Feed Rules @PPCKirk #SLCDMC
- 18. As of July 13. Showcase Shopping Ads This image cannot currently be displayed. @PPCKirk #SLCDMC
- 19. Today’s Objective: To help you step up your Shopping Game. @PPCKirk Ø Setup Ø Labels Ø BiddingØ RLSA #SLCDMC
- 20. “Houston, we have a problem.” @PPCKirk But… #SLCDMC
- 21. There is a big issue with Shopping Ads SEARCH Bidding = @PPCKirk #SLCDMC
- 22. The major problem in Shopping. SEARCH Bidding = SHOPPING Bidding = @PPCKirk #SLCDMC
- 23. The major problem in Shopping. MAX $1.50 CPC = [sword] @PPCKirk #SLCDMC
- 24. The major problem in Shopping. MAX $1.50 CPC = [sword] [lightsaber] @PPCKirk #SLCDMC
- 25. The major problem in Shopping. MAX $1.50 CPC = [sword] [lightsaber] [buy custom lightsaber from ultrasaber.com] @PPCKirk #SLCDMC
- 26. “dash it all, Holmes, how does one bid for queries in Shopping?!” @PPCKirk #SLCDMC
- 27. Shopping Ads IT’S THE SETUP, STUPID @PPCKirk #SLCDMC
- 30. Campaign Priority Negative Keywords Shared Budget Product Bids 4 Essential Aspects @PPCKirk #SLCDMC
- 31. Filter like your coffee depends on it Shopping – Shoes – NB – US Brand & SKU filter through @PPCKirk #SLCDMC
- 32. Filter like your coffee depends on it Shopping – Shoes – NB – US Brand & SKU filter through Shopping – Shoes – BR – US SKU filter through @PPCKirk #SLCDMC
- 33. Filter like your coffee depends on it Shopping – Shoes – NB – US Brand & SKU filter through Shopping – Shoes – BR – US SKU filter through Shopping – Shoes – SKU – US @PPCKirk #SLCDMC
- 35. Ideal Product Grouping (not best, not worst) Identify @PPCKirk Transition Intelligently, and slooooowly #SLCDMC
- 36. Ideal Product Grouping (not best, not worst) New Product Grouping Campaigns Identify Build @PPCKirk Transition Intelligently, and slooooowly #SLCDMC
- 37. Ideal Product Grouping (not best, not worst) New Product Grouping Campaigns Product Groups in Legacy Campaign Identify Build Pause @PPCKirk Transition Intelligently, and slooooowly #SLCDMC
- 38. “No seriously, you HAVE to try this bottle of 8759048638KPRT780.” @PPCKirk #SLCDMC
- 39. Other Campaign Priority Ideas Non-Brand Brand Converting Brand Non-Converting @PPCKirk #SLCDMC
- 40. Other Campaign Priority Ideas Sale Products Non-Brand Terms Brand Terms @PPCKirk #SLCDMC
- 41. Other Campaign Priority Ideas RLSA Non-Brand Terms Brand Terms @PPCKirk #SLCDMC
- 42. Other Campaign Priority Ideas RLSA Converting Terms Generic Terms @PPCKirk #SLCDMC
- 43. Custom Labels HINT, THEY’RE OVERRATED @PPCKirk #SLCDMC
- 45. 3 Reasons I don’t rarely use Custom Labels in Shopping Ads @PPCKirk “It’s okay, I used a Custom Label.” #SLCDMC
- 46. A Good Setup Trumps Labels @PPCKirk Ø Use the structure you have. Ø If it doesn’t change your bidding practice, don’t label it. #SLCDMC
- 47. People don’t buy the product you think they should. “You will remove these restraints and leave the cell with the door open. …and you’ll drop your weapon.” @PPCKirk #SLCDMC
- 48. 66%@AndreasReiffen SMX Advanced, 2016 “…of conversions DON’T match the product clicked.” @PPCKirk #SLCDMC
- 49. Labels Create Duplicate Product Issues Ø Bonus points for giving yourself extra work here. @PPCKirk #SLCDMC
- 50. weekly clearance deals “Oh my goodness, oh no, there’s a fire… …sale.” legit use for Custom Labels.= @PPCKirk #SLCDMC
- 51. Top 50 Products legit use for Custom Labels.= @PPCKirk It’s starting to get lonely at the top. #SLCDMC
- 52. RLSA for Shopping DREAMS DO COME TRUE @PPCKirk #SLCDMC
- 53. When 2 Celebrity Ecom PPC Campaign Types Have a Baby @PPCKirk #SLCDMC
- 54. Best Practices blahdy blahdy blah @PPCKirk #SLCDMC
- 55. Don’t listen to Google! Separate out RLSA @PPCKirk #SLCDMC
- 57. 3 Reasons to Divide RLSA and Regular Shopping Campaigns. @PPCKirk #SLCDMC
- 58. 3 Reasons to Separate RLSA from Shopping 1 Random bid modifiers = monsters @PPCKirk #SLCDMC
- 59. 3 Reasons to Separate RLSA from Shopping vs Shopping Client 353% Increase in ROAS 588% Increase in CVR 2 Return customers ≠ new customers 1 Random bid modifiers = monsters @PPCKirk #SLCDMC
- 60. 3 Reasons to Separate RLSA from Shopping 2 Return customers ≠ new customers 1 Random bid modifiers = monsters 3 Budget control, FTW @PPCKirk #SLCDMC
- 61. How Should You Construct Your RLSA Shopping Campaigns? @PPCKirk #SLCDMC
- 62. First: Build Your Remarketing Lists @PPCKirk #SLCDMC
- 63. @PPCKirk Think of Shopping RLSA like DSA, the robots have control. #SLCDMC
- 64. Try user behavior lists… @PPCKirk #SLCDMC
- 65. …or micro-conversion lists. @PPCKirk #SLCDMC
- 66. Setting up your RLSA Shopping Campaigns. @PPCKirk OPEN:
- 67. Shamwow! #1- Copy Current Shopping Campaign #2- Paste & Rename #3- Add RLSA Lists to Ad Groups in bulk… @PPCKirk #SLCDMC
- 68. Copy RLSA lists, select “Make multiple changes”, paste into the new window and select your ad groups. @PPCKirk #SLCDMC
- 69. Copy RLSA lists, select “Make multiple changes”, paste into the new window and select your ad groups. @PPCKirk #SLCDMC
- 70. Utilize 1 Main “Master” Campaign @PPCKirk Shopping – RLSA – All Products - US #SLCDMC
- 71. Pull Top Brands Into Individual Campaigns @PPCKirk Shopping – RLSA – Nike – US Shopping - RLSA – Adidas – US #SLCDMC
- 72. Use Optmyzr to auto- magically create 1 Ad Group for each Product in Top Campaigns @PPCKirk #SLCDMC
- 73. @PPCKirk #SLCDMC
- 74. @PPCKirk Beware of Trolls! Avoid ”Bid Only” #SLCDMC
- 75. @PPCKirk Beware of Trolls! Avoid ”Bid Only” No Audience Exclusions (yet) #SLCDMC
- 76. @PPCKirk Spotted! The rare and priceless Snorlax. Customer Match for Shopping Now in Beta Sign up here: http://bit.ly/shopping- match-beta #SLCDMC
- 77. Bid Smartly, & Efficiently Everyone needs a little bidding in their lives @PPCKirk #SLCDMC
- 78. Use Saved Filters for smart, fast bidding decisions @PPCKirk #SLCDMC
- 79. Seriously, Saved Filters Will Make You Love Life @PPCKirk #SLCDMC
- 80. @PPCKirk Attribution Columns + Custom Columns = Holistic Bidding Decisions #SLCDMC
- 81. @PPCKirk Yay for no more head-math. #SLCDMC
- 82. @PPCKirk Yay for more subtly complex decisions #SLCDMC
- 83. @PPCKirk Yay for more subtly complex decisions #SLCDMC
- 84. Attribution + Custom Columns = ACTION @PPCKirk #SLCDMC
- 85. To Recap… @PPCKirk Ø Setup Shopping for Query Filtering Ø Organization > Custom Labels Ø RLSA for Shopping Ø Use Filters & Columns for smart bidding decisions #SLCDMC
- 87. THANK YOU! Questions? Suggestions? Ideas? Insults? @PPCKirk #SLCDMC