This session will guide you through advanced applications of search query filtering for Shopping campaigns. Discover 4 advanced ways to proactively use search queries to improve your ROI and explore how considering user intent, analysing product performance and utilizing RLSA audience targeting will open up new possibilities for advertisers to use search queries more effectively. You will learn:
The 4 techniques
Real-life examples of how the techniques have individually improved ROI of already successful Shopping campaigns
How to use the hidden AdWords column which matches product ID and search query data
Liam Wade
IMPRESSION DIGITAL
For HeroConf: 4 Search Query Focused Techniques You Must Be Using in Your Shopping Campaigns
1. 4 Advanced Search Query
Techniques You Must Be
Using In Your Shopping
CampaignsLiam Wade
PPC Manager | Impression | @ Digital_Liam
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Where are we going?
1. Search Query Filtering
- Many ways of doing it
2. Search Query Mapping
- - Great source of data +
v. granular targeting
3. Inspirational photography
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3 Easy Steps
1. Set campaign priorities (#1 = High / #2 = Low)
2. Add negatives to be filtered to Campaign #1
3. Use shared budget to ensure filtering is always running
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Example 1.1 - Segment brand terms
“wicked running
trainers for men”
“coolest
adidas trainers
in 2016”
- Negative keywords ‘block’ branded searches from triggering
campaign #1, forcing them into campaign #2 only.
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Example 1.1 - Segment brand terms
- Adjust bids based on the ROI generated from queries
- Bid more aggressively for those queries more likely to convert
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Use Your Search Query Data!
#1 How do brand queries perform? ✔️
#2 How do different query lengths perform?
#3 How do individual words affect performance?
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Pros / Cons Search Query Length
- Tends to work in most cases, though the extent varies
- Quick to set up, but needs regular / automated management
- The longer it runs, the more efficient it will be
- Scripts recommended
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Use Your Search Query Data!
#1 How do brand queries perform? ✔️
#2 How do different query lengths perform? ✔️
#3 How do individual words affect performance?
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Is Search Query Mapping For You?
1. Get your data:
PRODUCT ID / SEARCH QUERY report
2. Filter high volume queries
3. Analyse conversion rates and ROI
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Is there a
significant difference in
performance of a query,
based on the product
clicked?
YES
NO
Relax,
There’s no need to make
any drastic changes.
High # Clicks,
Low Sales / No ROI
= Implement Search Query
Filtering
+Remove Offending Product From
This Query Focused Ad Group
Only
High # Clicks,
Below Acceptable ROI
= Implement Search Query
Filtering
+ Adjust bids based on
performance for specific query
OR
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Interesting examples where
Mapping has worked well
- 2 products running for the same exact search query, - one
that converts!
- One product converts better for plural searches than another
- Wrong colour products converting well!
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Brand,
Model,
Product Type
Location,
Colour, Size,
Pluralisation
Celebrities
Patterns
“Near Me”
“Best”
“Compare”
First Names
Use Scenario
Filtering Mapping +RLSA?
Review product
performance on a
per-search query
basis.
React to differing
performance,
either in bids,
exclusion of
products, or on-
site optimisation
Force specific queries
into campaigns and ad
groups, based on the
variables that most
greatly affect
performance.
Create separate
campaigns for
RLSA traffic,
and you’ll be
surprised at
differing query
performance
for returning /
new users.