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A Beginner's Guide to Shopping Ads: From Take-Off to Soaring Smartly

Whether you are in in-house, or at an agency, chances are you've noticed how important Shopping Ads are for any ecommerce account (and what's with all that Smart Shopping talk coming from Google?), but many people 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.

In this session, we'll look at things like:
- Where to invest time in feed optimization
- How to set up Shopping campaigns for the best bidding possible
- Tools/tricks to make ongoing management more efficient
- Smart Shopping: what is it, should we use it, and how?

Don't spend your time in Ecommerce PPC? Then this is the session you need to get a working knowledge of how Shopping Ads work in 2019.

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A Beginner's Guide to Shopping Ads: From Take-Off to Soaring Smartly

  1. 1. A Beginner’s Guide to Shopping Ads: From Take-Off to Soaring Smartly Kirk Williams | Owner
  2. 2. AUTOMATION Killing jobs since the printing press. @ppckirk
  3. 3. …and putting scribes out of work since 1430. @ppckirk I feel really good about job security.
  4. 4. …and putting scribes out of work since 1430. Innovate or die, bro! We call it “the printing press”, Is that pressing out the tears of the scribes? @ppckirk
  5. 5. Smart Shopping = @ppckirk
  6. 6. (…but, more on that later) @ppckirk
  7. 7. 3 Aspects of Shopping Ads (setting you up for success) @ppckirk
  8. 8. 3 Aspects of Shopping Ads Placements Feeds Campaign Setup
  9. 9. Placements @ppckirk
  10. 10. @ppckirk Desktop
  11. 11. Desktop @ppckirk
  12. 12. Mobile @ppckirk
  13. 13. Shopping Tab @ppckirk
  14. 14. Image Tab @ppckirk (now part of Core Search)
  15. 15. Feeds @ppckirk
  16. 16. Feeds Feed Provider or Dev Team Merchant Center Google / Bing Ads @ppckirk
  17. 17. Feeds Feed Creation tools ü Small feed/team? Just use a Spreadsheet. @ppckirk
  18. 18. Feeds Feed Creation tools ü Small feed/team? Just use a Spreadsheet. ü Big feed? Use your dev team. @ppckirk
  19. 19. Feeds Feed Creation tools ü Small feed/team? Just use a Spreadsheet. ü Big feed? Use your dev team. ü Anyone: Use a good Feed provider. ü Feedonomics ü DataFeedWatch ü Many others @ppckirk
  20. 20. …and someday… no feed. @ppckirk
  21. 21. Use Bing? (you should) @ppckirk ü Now: Handy Dandy Feed Import from Google!
  22. 22. Ignore Item Disapprovals?? DON’T. @ppckirk Don’t “Train” Google’s Filters To Be Suspicious Of You
  23. 23. ID Title Description Link Image Availability Price Brand GTIN MPN Shipping ALWAYS Required field fields @ppckirk
  24. 24. Maybe Required (It’s Complicated) Condition Adult Multipack Bundle Age Group Item Color Gender Material Pattern Size Item Group ID Tax Shipping Dimensions @ppckirk
  25. 25. RICH PRODUCT ATTRIBUTES (Important For Retail) Age Group Item Color Gender Material Pattern Size Item Group ID @ppckirk
  26. 26. No GTIN? No Worries (use magic) @ppckirk
  27. 27. Identifier_exists “false” @ppckirk
  28. 28. Coming Soon @ppckirk
  29. 29. “Uhh, we’re a little busy here… … no time to optimize all feed fields.” @ppckirk
  30. 30. @ppckirk Spend your time on these 3 fields. Title Product Type Price
  31. 31. @ppckirk Title ü Word Order Matters in Titles Tips & Tricks:
  32. 32. @ppckirk Title ü Word Order Matters in Titles ü Use Keyword Planner Tips & Tricks:
  33. 33. @ppckirk “That’s no guess, It’s actual data.”
  34. 34. @ppckirk Title ü Word Order Matters in Titles ü Use Keyword Planner ü Use the Search Query Report Tips & Tricks:
  35. 35. @ppckirk Find Title Test Ideas from Search & Shopping SQRs
  36. 36. @ppckirk Montana this winter Img src: goo.gl/DPv29j
  37. 37. @ppckirk
  38. 38. @ppckirk Then, Use Feed Rules to Test
  39. 39. @ppckirk Limited Characters in Your Title? Prepend Additional Keywords to Description with Feed Rules
  40. 40. @ppckirk Prepend Keywords to Description
  41. 41. @ppckirk Product Type “Organize your product catalogue for crying out loud!”
  42. 42. @ppckirk Wait, but what about organizing by Google Product Category??
  43. 43. @ppckirk 2019 Google to ProdCat: (we admit you know your products better than us)
  44. 44. @ppckirk Send Key Product Attributes Through Product Type to Give Google Contextual Signals. Furniture > Couches > Modern Couches > Leather > Brown
  45. 45. @ppckirk Don’t want to blow your structure? Original Product Type, 2nd Product Type Campaign Structure Uses The 1st
  46. 46. @ppckirk Price
  47. 47. No Price too Crazy! @ppckirk (actual ZATO Client! !) to
  48. 48. @ppckirk ü The primary “comparison” in CSEs is price! ü People love themselves a deal.
  49. 49. @ppckirk
  50. 50. @ppckirk
  51. 51. @ppckirk
  52. 52. @ppckirk Or… Run Promotions!
  53. 53. @ppckirk Submit promotions early so they can get through Policy Status first (SKU Status is manual)
  54. 54. @ppckirk Setup
  55. 55. What is the purpose of a good Shopping Setup? Why Care About Organization? @ppckirk
  56. 56. Good Shopping organization is all about bidding. If you can’t bid better because of your structure, then change your strategy. Why Care About Organization? @ppckirk
  57. 57. Organization for the sake of organization leads only to evil.
  58. 58. @ppckirk
  59. 59. @ppckirk Sooo, about that… Traditional Shopping Smart Shopping
  60. 60. @ppckirk https://twitter.com/PPCKirk/status/1102986568048885760
  61. 61. @ppckirk Want Data? “Not in my house.” #1 Data Transparency
  62. 62. @ppckirk Smart Shopping
  63. 63. @ppckirk #2 ML Volatility
  64. 64. @ppckirk Smart Shopping #3 Scalability ROAS TRAFFIC
  65. 65. @ppckirk #4 Audience
  66. 66. @ppckirk Up to 55% Reduction in New Users in our Accounts!!! Smart Shopping
  67. 67. @ppckirk Possible Optimizations (1) Manipulate ROAS Targets & Budgets
  68. 68. @ppckirk Remember this: 20% 7
  69. 69. @ppckirk (2) Target & Exclude Low Performing Product Types
  70. 70. @ppckirk (3) Select Key Categories to Test • Top Products • Most Reviewed • Gateway Products
  71. 71. @ppckirk (4) Account Level Content Filters
  72. 72. What’s the solution? @ppckirk Better Together!
  73. 73. @ppckirk Smart Shopping gets: • Top Products • Top-Reviewed Products • Clearance Products Traditional Shopping Gets….
  74. 74. Segment campaigns to bid by query. @ppckirk $0.50 =
  75. 75. @ppckirk Tier 1 - General Queries - $0.25 Tier 2 - Brand Queries - $1.00 Tier 3 - SKU Queries - $2.00
  76. 76. @ppckirk bit.ly/Shopping-Ads
  77. 77. some of our clients Thank you!

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Whether you are in in-house, or at an agency, chances are you've noticed how important Shopping Ads are for any ecommerce account (and what's with all that Smart Shopping talk coming from Google?), but many people 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. In this session, we'll look at things like: - Where to invest time in feed optimization - How to set up Shopping campaigns for the best bidding possible - Tools/tricks to make ongoing management more efficient - Smart Shopping: what is it, should we use it, and how? Don't spend your time in Ecommerce PPC? Then this is the session you need to get a working knowledge of how Shopping Ads work in 2019.

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