Each year a completely unexpected and startling phenomenon occurs... the holidays. Of course, each year we digital marketers are told that we should be getting ready extra early, and each year we tend to put it off longer than we intended.
Well, let this year be different as in this webinar, we tackle 4 ways to take your ecommerce PPC account to the next level in time for the holidays!
In this webinar we will discuss:
The best way to set up your Shopping account, and why this is so important to master
How Remarketing for Shopping and DSA can give you that additional conversion boost
How to completely change out your account ads with countdown customizer ads in 15 minutes
3. Allison is the Product Marketing & Content Manager at
Kissmetrics. She’s a conversion copywriter, creating high
converting websites and email campaigns. She’s
obsessed with finding and testing messaging and copy
that sells.
ALLISON CARPIO
Product Marketing Content Manager,
Kissmetrics
@allisoncarpio
Kirk is with ZATO, his boutique PPC Marketing agency
and has been working in Paid Search since 2010. He has
published articles on Search Engine Land, Moz, PPC
Hero, and the Bing Ads blog and has spoken on PPC at
SMX, Hero Conference, and State of Search.
KIRK WILLIAMS
Owner and Minion, Zato
@ppckirk
5. 1 Introduction
Shopping Ads Setup
RLSA for Shopping
RLSA for DSA (RDSA)
Easy Countdown Customizer Setup
2 4 Things to Master in Ecommerce PPC
3 Q & A
TABLE OF CONTENTS
7. One Major Problem in Shopping.
SHOPPING ADS: GET SET UP FOR SUCCESS
SEARCH Bidding =
8. One Major Problem in Shopping.
SHOPPING ADS: GET SET UP FOR SUCCESS
SEARCH Bidding =
SHOPPING Bidding =
9. Why it is significant:
SHOPPING ADS: GET SET UP FOR SUCCESS
MAX
$1.50
CPC
=
[sword]
10. Why it is significant:
SHOPPING ADS: GET SET UP FOR SUCCESS
MAX
$1.50
CPC
=
[sword]
[lightsaber]
11. Why it is significant:
SHOPPING ADS: GET SET UP FOR SUCCESS
MAX
$1.50
CPC
=
[sword]
[lightsaber]
[buy custom
lightsaber from
ultrasaber.com]
12. TWEET OF THE DAY
The reason bidding by product is such
a major weakness in Shopping, is
because products do not reveal
personal intent like queries.
@NEILPATEL
@Kissmetrics @PPCKirk #KissWebinar #PPCChat
13. SHOPPING ADS: GET SET UP FOR SUCCESS
“dash it all, Holmes,
how does one bid for
queries in
Shopping?!”
“Quite the conundrum,
dear Watson.”
14. SHOPPING ADS: GET SET UP FOR SUCCESS
Martin Roettgerding
@bloomarty
http://www.ppc-epiphany.com/2014/12/08/taking-
google-shopping-to-the-next-level/
15. SHOPPING ADS: GET SET UP FOR SUCCESS
(me!)
@PPCKirk
http://searchengineland.co
m/step-step-guide-query-
level-bidding-google-
shopping-228309
16. SHOPPING ADS: GET SET UP FOR SUCCESS
Campaign
Priority
Negative
Keywords
Shared
Budget
Product
Bids
4 Essential Aspects
17. SHOPPING ADS: GET SET UP FOR SUCCESS
Shopping – Shoes – NB – US
Brand & SKU filter through
18. SHOPPING ADS: GET SET UP FOR SUCCESS
Shopping – Shoes – NB – US
Shopping – Shoes – BR – US
Brand & SKU filter through
SKU filter through
19. SHOPPING ADS: GET SET UP FOR SUCCESS
Shopping – Shoes – NB – US
Shopping – Shoes – BR – US
Shopping – Shoes – SKU – US
Brand & SKU filter through
SKU filter through
21. TWEET OF THE DAY
The key to implementing the Query-
Filtering strategy in your account is to
not bite off more than you can chew.
Transition intelligently.
@NEILPATEL
@Kissmetrics @PPCKirk #KissWebinar #PPCChat
22. SHOPPING ADS: GET SET UP FOR SUCCESS
Ideal
Product
Grouping (not
best, not worst)
Identify
Transition Intelligently & Slowly
23. SHOPPING ADS: GET SET UP FOR SUCCESS
Ideal
Product
Grouping (not
best, not worst)
New Product
Grouping
Campaigns
Identify Build
Transition Intelligently & Slowly
24. SHOPPING ADS: GET SET UP FOR SUCCESS
Ideal
Product
Grouping (not
best, not worst)
New Product
Grouping
Campaigns
Product Groups
in Legacy
Campaign
Identify Build Pause
Transition Intelligently & Slowly
30. 4 Reasons to Separate Out RLSA from
Regular Shopping Campaigns.
31. 4 Reasons to Separate out RLSA from Regular Shopping
1 Random bid modifiers = monsters
RLSA FOR SHOPPING
32. 4 Reasons to Separate out RLSA from Regular Shopping
vs
Shopping Client
353% Increase in ROAS
588% Increase in CVR
1 Random bid modifiers = monsters
2 Return customers ≠ new customers
RLSA FOR SHOPPING
33. 4 Reasons to Separate out RLSA from Regular Shopping
1 Random bid modifiers = monsters
2 Return customers ≠ new customers
3 Budget control, FTW
RLSA FOR SHOPPING
34. 4 Reasons to Separate out RLSA from Regular Shopping
1 Random bid modifiers = monsters
2 Return customers ≠ new customers
3 Budget control, FTW
4 I already bought that… why do I want
another?
RLSA FOR SHOPPING
35. How should you construct your RLSA Shopping Campaigns?
RLSA FOR SHOPPING
37. TWEET OF THE DAY
RLSA for Shopping isn’t the same as
Search bc of products. Use broader
lists and let Google narrow down the
targeting auto-magically.
@NEILPATEL
@Kissmetrics @PPCKirk #KissWebinar #PPCChat
39. RLSA FOR SHOPPING
How should you construct your RLSA Shopping Campaigns?
Pro Tip:
Try experimenting
with different
Micro-Conversion
Goals as Lists.
40. RLSA FOR SHOPPING
How should you construct your RLSA Shopping Campaigns?
- Copy Current Shopping
Campaign
- Paste & Rename
- Add Remarketing Lists to
Ad Groups in Bulk
- Set Appropriate Bid
Modifiers
- MAGIC
41. RLSA FOR SHOPPING
Copy RLSA lists, select “Make multiple changes”,
paste into the new window and select your ad groups.
44. RLSA FOR SHOPPING
ALL
TOP
Utilize 1 main
“master” campaign
Pull Top
Brands/Categories into
individual Campaigns
Use Optmyzr to Auto-
magically create a new
Ad Group for every
Product in those Top
Brands/Categories
46. RLSA FOR SHOPPING
Watch Out For Trolls!
Be aware of “Bid only”
Be aware that you cannot
exclude audiences yet in
Shopping Campaigns.
47. RLSA FOR SHOPPING
Spotted: The Rare & Priceless Night Fury!
Customer Match for Shopping
now in Beta!
Sign up here:
http://bit.ly/shopping-match-beta
54. TWEET OF THE DAY
If using DSA as your primary Search
strategy (lead), you’re doing it wrong.
But if for the purpose of finding new
traffic (assist)? Hooray!
@NEILPATEL
@Kissmetrics @PPCKirk #KissWebinar #PPCChat
61. THE 15 MINUTE COUNTDOWN CUSTOMIZER SETUP
Industry reported benefit to utilizing
customizer ads.
http://searchengineland.com/gauging-impact-adwords-countdown-customizer-222419
62. TWEET OF THE DAY
In a test done by @Matt_Umbro,
Countdown Customizer ads increased
CTR by 40%, decreased CPA by 41%,
and increased CVR by a whopping
80%!
@NEILPATEL
@Kissmetrics @PPCKirk #KissWebinar #PPCChat
63. THE 15 MINUTE COUNTDOWN CUSTOMIZER SETUP
Ready for our
whirlwind
setup?
64. THE 15 MINUTE COUNTDOWN CUSTOMIZER SETUP
Set up template Customizer ad in UI
65. THE 15 MINUTE COUNTDOWN CUSTOMIZER SETUP
Create a new Label for that Ad
66. THE 15 MINUTE COUNTDOWN CUSTOMIZER SETUP
Create a new Label for that Ad
…then label all live text ads.
67. THE 15 MINUTE COUNTDOWN CUSTOMIZER SETUP
Open up
handy, dandy
editor
68. THE 15 MINUTE COUNTDOWN CUSTOMIZER SETUP
Export Pre-Sale labeled ads to CSV
69. THE 15 MINUTE COUNTDOWN CUSTOMIZER SETUP
Add your Customizer Code to all live Pre-Sale Ads & remove duplicates
70. THE 15 MINUTE COUNTDOWN CUSTOMIZER SETUP
Make static ads in CSV, then post changes.
71. THE 15 MINUTE COUNTDOWN CUSTOMIZER SETUP
Make static ads in CSV, then post changes.
72. THE 15 MINUTE COUNTDOWN CUSTOMIZER SETUP
but… now what?
73. THE 15 MINUTE COUNTDOWN CUSTOMIZER SETUP
Rules Round 1
74. THE 15 MINUTE COUNTDOWN CUSTOMIZER SETUP
Rules Round 2
75. THE 15 MINUTE COUNTDOWN CUSTOMIZER SETUP
Customizer Ad Magic, in 15 minutes!
76. 1 Introduction
Shopping Ads Setup
RLSA for Shopping
RLSA for DSA (RDSA)
Easy Countdown Customizer Setup
2 4 Things to Master in Ecommerce PPC
3 Q & A
TABLE OF CONTENTS
77. KIRK WILLIAMS
Owner and Minion,
Zato
@ppckirk
kirk@zatomarketing.com
ALLISON CARPIO
Product Marketing Content Manager,
Kissmetrics
@allisoncarpio
acarpio@kissmetrics.com
Questions?