Master This in Ecommerce PPC Before Google Changes It Again Next Year

Master This 1 Thing in Ecommerce PPC (Before Google Changes It All Again Next Year)

@PPCKirk #SLCDMC

Kirk Williams@PPCKirk

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Kirk Williams@PPCKirk

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@PPCKirk

(A wall in my office)

Pro-Star-Wars(long live the EU!)

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(My Uber yesterday… yes we just

got Uber this month)

Montana Boy

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So, Ecommerce PPC, eh?

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… my entire screen on a 13” Macbook

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… my entire screen on a 13” Macbook

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Whatever your view of Google…

“Ecommerce text SERPs are dead.”

“…or at least we’re making it that way.”

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Key thing to master in Ecom PPC: Shopping

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Shopping = 56% Spend Share Over Text Ads

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Google has invested heavily in recent ShoppingChanges

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GTINs Required: May 2016

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“What else can we monetize?” – Google boardroom conversation

ImageSearch

Ads

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Keeping up with the Joneses Amazon.

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Goodbye 3rd Party Feed Management

GMC Feed Rules

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As of July 13.

ShowcaseShopping

Ads

This image cannot currently be displayed.

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Today’s Objective: To help you step up your Shopping Game.

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Ø Setup Ø Labels Ø BiddingØ RLSA

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“Houston, we have a problem.”

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But…

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There is a big issue with Shopping Ads

SEARCH Bidding =

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The major problem in Shopping.

SEARCH Bidding =

SHOPPING Bidding =

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The major problem in Shopping.

MAX$1.50

CPC=

[sword]

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The major problem in Shopping.

MAX$1.50

CPC=

[sword][lightsaber]

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The major problem in Shopping.

MAX$1.50

CPC=

[sword][lightsaber]

[buy custom lightsaber from ultrasaber.com]

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“dash it all, Holmes, how does one bid for queries in Shopping?!”

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Shopping Ads

IT’S THE SETUP, STUPID

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Martin Roettgerding, @bloomarty

http://www.ppc-epiphany.com/2014/12/08/taking-google-shopping-

to-the-next-level/

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http://searchengineland.com/step-step-guide-query-level-bidding-google-shopping-228309

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Campaign Priority

NegativeKeywords

Shared Budget

ProductBids

4 Essential Aspects

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Filter like your coffee depends on it

Shopping – Shoes – NB – US Brand & SKU filter through

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Filter like your coffee depends on it

Shopping – Shoes – NB – US Brand & SKU filter through

Shopping – Shoes – BR – US

SKU filter through

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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

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*brief pause while everyone thinks this*

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IdealProduct

Grouping (not best, not worst)

Identify

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Transition Intelligently, and slooooowly

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IdealProduct

Grouping (not best, not worst)

New Product Grouping

Campaigns

Identify Build

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Transition Intelligently, and slooooowly

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IdealProduct

Grouping (not best, not worst)

New Product Grouping

Campaigns

Product Groups in Legacy Campaign

Identify Build Pause

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Transition Intelligently, and slooooowly

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“No seriously, you HAVE to try this bottle of

8759048638KPRT780.”@PPCKirk #SLCDMC

Other Campaign Priority Ideas

Non-BrandBrand Converting

Brand Non-Converting

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Other Campaign Priority Ideas

Sale ProductsNon-Brand Terms

Brand Terms

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Other Campaign Priority Ideas

RLSANon-Brand Terms

Brand Terms

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Other Campaign Priority Ideas

RLSAConverting Terms

Generic Terms

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Custom Labels

HINT, THEY’RE OVERRATED

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What is the

obsession?????

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3 Reasons I don’t rarely use Custom Labels in Shopping Ads

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“It’s okay, I used a Custom Label.”

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A Good Setup Trumps Labels

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Ø Use the structure you have.

Ø If it doesn’t change your bidding practice, don’t label it.

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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.”

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66%@AndreasReiffenSMX Advanced, 2016

“…of conversions DON’T match the product clicked.”

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Labels Create Duplicate Product Issues

Ø Bonus points for giving yourself extra work here.

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weekly clearance deals

“Oh my goodness, oh no, there’s a

fire…

…sale.”

legit use for Custom Labels.=

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Top 50 Products

legit use for Custom Labels.=

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It’s starting to get lonely at the top.

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RLSA for Shopping

DREAMS DO COME TRUE

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When 2 Celebrity Ecom PPC Campaign Types Have a Baby

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Best Practices blahdy blahdy blah

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Don’t listen to Google! Separate out RLSA

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YAAARRRR

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3 Reasons to Divide RLSA and Regular Shopping Campaigns.

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3 Reasons to Separate RLSA from Shopping

1 Random bid modifiers = monsters

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3 Reasons to Separate RLSA from Shopping

vs

Shopping Client

353% Increase in ROAS588% Increase in CVR

2 Return customers ≠ new customers

1 Random bid modifiers = monsters

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3 Reasons to Separate RLSA from Shopping

2 Return customers ≠ new customers

1 Random bid modifiers = monsters

3 Budget control, FTW

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How Should You Construct Your RLSA Shopping Campaigns?

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First: Build Your Remarketing Lists

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Think of Shopping RLSA like DSA, the robots have control.

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Try user behavior lists…

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…or micro-conversion lists.

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Setting up your RLSA Shopping Campaigns.

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OPEN:

Shamwow!#1- Copy Current Shopping Campaign

#2- Paste & Rename

#3- Add RLSA Lists to Ad Groups in bulk…

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Copy RLSA lists, select “Make multiple changes”, paste into the new window and select your ad groups.

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Copy RLSA lists, select “Make multiple changes”, paste into the new window and select your ad groups.

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Utilize 1 Main “Master” Campaign

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Shopping – RLSA – All Products - US

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Pull Top Brands Into Individual Campaigns

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Shopping – RLSA – Nike – USShopping - RLSA – Adidas – US

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Use Optmyzr to auto-magically create 1 Ad Group for each Product in Top Campaigns

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Beware of Trolls!

Avoid ”Bid Only”

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Beware of Trolls!

Avoid ”Bid Only”

No Audience Exclusions (yet)

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Spotted! The rare and priceless Snorlax.

Customer Match for Shopping Now in Beta

Sign up here: http://bit.ly/shopping-match-beta

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Bid Smartly, & Efficiently

Everyone needs a little bidding in their lives

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Use Saved Filters for smart, fast bidding decisions

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Seriously, Saved Filters Will Make You Love Life

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AttributionColumns +

Custom Columns=

Holistic Bidding Decisions

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Yay for no more head-math.

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Yay for more subtly complex

decisions

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@PPCKirk

Yay for more subtly complex

decisions

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Attribution + Custom Columns = ACTION

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To Recap…

@PPCKirk

Ø Setup Shopping for Query Filtering

Ø Organization > Custom Labels

Ø RLSA for ShoppingØ Use Filters &

Columns for smart bidding decisions

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And don’t forget!

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THANK YOU!Questions? Suggestions? Ideas? Insults?

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