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Google Shopping Campaigns Migration Webinar
6/26/2014
2
Todd Bowman Director, CSE & Feeds
Sarah Carpenter Sr. Analyst, Paid Search
3
PAID SEARCH
SEARCH ENGINE OPTIMIZATION
COMPARISON SHOPPING ENGINES
DISPLAY ADVERTISING
SOCIAL MEDIA
PRODUCT LISTING ADS
4
RKG Dominating Product Listing Ads
$0
$1,000,000
$2,000,000
$3,000,000
$4,000,000
$5,000,000
$6,000,000
$7,000,000
$8,000,000
$9,000,000
Q2 '11 Q3 '11 Q4 '11 Q1 '12 Q2 '12 Q3 '12 Q4 '12 Q1 '13 Q2 '13
RKG Tier 1 Tier 2
Data provided by PLA Spend Under Management
RKG manages
4X the investments in
PLAs relative to our competitor agencies.
5
PLAs: How Did We Get Here?
2002 Google launches their first product and shopping search engine called “Froogle”
2002 2007 Froogle becomes Google Product
Search
Google launches their first product and shopping search engine called “Froogle”
2002 2007 2008 Google first begins testing product ads in search results
Froogle becomes Google Product
Search
Google launches their first product and shopping search engine called “Froogle”
2002 2007 2008 Google first begins testing product ads in search results
Froogle becomes Google Product
Search
Google launches their first product and shopping search engine called “Froogle”
2010 Product listing ads released, directly compete with Google Product Search
2002 2007 2008 Google first begins testing product ads in search results
Froogle becomes Google Product
Search
Google launches their first product and shopping search engine called “Froogle”
2010 Product listing ads released, directly compete with Google Product Search
2012
And then on May 31, 2012…
Since Summer 2012, PLAs have emerged as the
fastest growing paid advertising channel
within Google’s AdWords portfolio.
Source: RKG 2014 Q1 Digital Marketing Report
Source: RKG 2014 Q1 Digital Marketing Report
Source: RKG 2014 Q1 Digital Marketing Report
And now comes Shopping Campaigns…
17
Feed Optimization Still Important
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The Guiding Principle
Provide as much accurate information as possible.
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What’s New?
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Changes We Will Focus on Today
• Where Does the Data Live?
• Reporting Update
• Campaign Priorities
• New Opportunities to Create Product Groups
• Properly Utilizing Exclusions
1
2
3
4
5
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Changes We Will Focus on Today
• Where Does the Data Live?
• Reporting Update
• Campaign Priorities
• New Opportunities to Create Product Groups
• Properly Utilizing Exclusions
1
2
3
4
5
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Data Now Lives at the ID Level
BEFORE AFTER
Product Group
ID
ID
ID
Auto-Target
DATA
DATA
DATA
CUMULATIVE DATA ID ID ID + +
DATA
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Data Now Lives at the ID Level Now
BEFORE AFTER
Product Group
ID
ID
ID
Auto-Target
DATA
DATA
DATA
CUMULATIVE DATA ID ID ID + +
DATA
NO DATA
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Changes We Will Focus on Today
• Where Does the Data Live?
• Reporting Update
• Campaign Priorities
• New Opportunities to Create Product Groups
• Properly Utilizing Exclusions
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5
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Expanded Reporting Granularity
Track performance in the UI by the Category, Product Type, Brand, Item ID, MC ID, or Store ID
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Expanded Reporting Granularity
Track performance in the UI by the Category, Product Type, Brand, Item ID, MC ID, or Store ID
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Expanded Reporting Granularity
Track performance in the UI by the Category, Product Type, Brand, Item ID, MC ID, or Store ID
28
Changes We Will Focus on Today
• Where Does the Data Live?
• Reporting Update
• Campaign Priorities
• New Opportunities to Create Product Groups
• Properly Utilizing Exclusions
1
2
3
4
5
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Campaign Priorities
Priority settings are used to strategize bids between multiple campaigns.
Low Priority Default Bids
Medium Priority Trumps bids in
Low Priority Campaigns for any product that applies
High Priority Trumps bids in
Low & Medium Priority Campaigns for any product that applies
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Changes We Will Focus on Today
• Where Does the Data Live?
• Reporting Update
• Campaign Priorities
• New Opportunities to Create Product Groups
• Properly Utilizing Exclusions
1
2
3
4
5
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New Opportunities to Create Product Groups
• Google gives the option to subdivide by Google Product Category, Brand, Item ID, Condition, and Product Type
NEW!
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New Opportunities to Create Product Groups
• Google gives the option to subdivide by Google Product Category, Brand, Item ID, Condition, and Product Type
• Use Custom Labels to define other valuable and relevant attributes
NEW!
Custom Label Potential Opportunity 0 On Sale/Not on Sale 1 Free Shipping/Paid Shipping 2 High ROAS/Low ROAS 3 Price Bucket 4 Promotion
33
Changes We Will Focus on Today
• Where Does the Data Live?
• Reporting Update
• Campaign Priorities
• New Opportunities to Create Product Groups
• Properly Utilizing Exclusions
1
2
3
4
5
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When to Exclude “Everything Else”
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Changes with Shopping Campaigns
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Differentiators: Customization
Custom Labels 5 Labels (titled 0-4) One Value Per Label
Adwords Labels 10 Values Adwords Grouping 1 Value
Per Product 11 Possible Values
PLAs
Shopping Campaigns
Per Product 5 Unique Values
x
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Differentiators: Product Type
Product Type can be used as up to 5 values separately.
Product Type can only be used as one value. Home > Furniture > Sofas > Leather > Black
PLAs
Shopping Campaigns
Product Type 1= Home Product Type 2 = Furniture Product Type 3 = Sofas Product Type 4 = Leather Product Type 5 = Black
38
Differentiators: Hierarchy
Uses a hierarchy structure.
3 values available to create an Auto-Target.
Product Type = Home > Furniture > Sofas Brand = Basset
PLAs
Shopping Campaigns
Home Furniture
Basset
Sofas
Everything Else in Sofas Leather BID
BID
BID
39
How Traffic Is Served: 1 Campaign + 1 Ad Group
In a single ad group, bid & traffic follows granularity.
Auto-Target 1: Leather Sofas Auto Target 2: Basset
Current PLA Structure Shopping Campaigns
$0.05
$1.00
Product Group: Leather Sofas Everything Else in Basset
$0.05
$1.00
40
How Traffic Is Served: 1 Campaign + Many Ad Groups
In a single campaign with multiple ad groups, traffic follows bid
CAMPAIGN
Ad Group: Home
Sofas
Ad Group: Furniture
Indoor Furniture
Bid: $0.87 Bid: $1.55
Shopping Campaign Bid?
41
How Traffic is Served: Multiple Campaigns
In multiple campaigns, traffic follows campaign priority.
Low Priority High Priority Medium Priority
CAMPAIGN A CAMPAIGN B CAMPAIGN C
Default Bids
Product Group: Furniture
Sofas
Product Group: Furniture
Sofas + Poor ROAS
Trumps bids in Campaign A for any product that applies
Product Group: Furniture
Sofas + On Sale
Trumps bids in Campaigns A & B for any product that applies
Bid: $0.95 Bid: $0.05 Bid: $1.17
42
First Step
Create Your Shopping Campaign
43
Creating a Shopping Campaign
1. Create your Shopping Campaign in AdWords
2. Copy settings from your
current PLA campaign
• Networks • Devices • Locations • Shopping Channels • Bid Strategy
44
Strategy 1:
Manage All Product Groups in 1 Ad Group
45
Strategy 1: All Product Groups in 1 Ad Group
• Benefits • Easy to manage • Clear delineation for how products are served • No overlap in how products are served
• Disadvantages • Only one mobile modifier • Only one set of negatives
• Ideal for • Advertiser with uniform product inventory • Low traffic advertisers
1
2
3
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Strategy 1: All Product Groups in 1 Ad Group
Create one ad group for all of your product groups.
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Strategy 1: All Product Groups in 1 Ad Group
This single ad group is where your product group variations will live.
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Strategy 1: All Product Groups
in 1 Ad Group
Your ad group will start with an All
Products target that will be used to build
your Shopping Campaign structure
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Strategy 1: All Product Groups
in 1 Ad Group
Subdivide your All Products target
into a Shopping Campaign structure that makes sense for
your business.
Options for Subdividing • Category
• Brand
• Item ID
• Condition
• Product Type
• Custom Label 0
• Custom Label 1
• Custom Label 2
• Custom Label 3
• Custom Label 4
Strategy 1: All Product Groups
in 1 Ad Group
Our test campaign uses Custom Label 1 as our first factor
for sub-division.
Strategy 1: All Product Groups
in 1 Ad Group
Individually add your product groupings,
use the ‘+’ to add all available product groupings, or bulk
add values manually
Strategy 1: All Product Groups
in 1 Ad Group
Any products not included in the
product groupings your created live in an “Everything Else
in All Products” target.
Strategy 1: All Product Groups
in 1 Ad Group
Continue to subdivide your
product groupings until you have
created your desired hierarchy.
In this example, we continued to subdivide by brand.
Strategy 1: All Product Groups
in 1 Ad Group
Our example increases granularity
in the ‘Bar Accessories’
grouping by going a step further to ID
products. We then continued to subdivide by product ID, under brand.
Strategy 1: All Product Groups
in 1 Ad Group
“Everything Else” targets are created
every time you continue to subdivide.
These targets receive their own bids, but can be entirely excluded.
56
Now add your ad group negatives.
• Limited to one set of negatives for all of your product groupings
• Can only add negatives that apply to your entire inventory
Strategy 1: All Product Groups
in 1 Ad Group
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Strategy 1: All Product Groups in One Ad Group
Now add your ad group mobile modifiers – you’re limited to one per product grouping.
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Becomes difficult to navigate and manage for
advertisers with a wide variety of products and
product groupings.
Strategy 1: All Product Groups
in 1 Ad Group
59
Strategy 2:
Manage Product Groups in 1 Campaign with Multiple Ad Groups
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Strategy 2: 1 Campaign with Multiple Ad Groups
• Benefits • Multiple mobile modifiers
• Multiple negatives
• Easy to read ad group reporting
• Disadvantages • More complex bidding management
• Product serving is less straight forward based on products serving between ad groups
• Ideal for • Advertiser who desires more control but does not have robust feed management
1
2
3
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Strategy 2: 1 Campaign with
Multiple Ad Groups
Develop ad group structure based on how you will use negative keywords and
mobile modifiers.
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Strategy 2: 1 Campaign with
Multiple Ad Groups
Build product groups using same methods
as Strategy 1, but add the various
product groupings to their
corresponding ad group.
• Build out all Bar Accessories product groupings in the Bar Accessories ad group
• Build out all Cookware product groupings in the Cookware ad group
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Strategy 2: 1 Campaign with Multiple Ad Groups
Strategy 1: All One Ad Group
Strategy 2: Multiple Ad Groups
Bar Accessories Ad Group Cookware Ad Group
vs
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Strategy 2: 1 Campaign with
Multiple Ad Groups
Strategy 2 requires excluding “Everything else in All Products” in
every ad group to avoid having multiple
competing All Products product
groupings
Bar Accessories Ad Group
Cookware Sets Ad Group
Cookware Ad Group
65
Strategy 2: 1 Campaign with Multiple Ad Groups
Separate the All Products group into its own ad group for better bid management.
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Strategy 2: 1 Campaign with
Multiple Ad Groups
Now add your ad group negatives.
With this strategy,
you can add different negatives to each ad group.
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Strategy 2: 1 Campaign with Multiple Ad Groups
Now add your mobile modifiers – you can apply modifiers values per ad group.
Kitchen Storage Ad Group
Cookware Sets Ad Group
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Strategy 2: 1 Campaign with
Multiple Ad Groups
Having product groups spread
across ad groups allows for easy
performance checks and ad group
reporting without having to drill down into specific product
groups.
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Strategy 3:
Leverage Multiple Campaigns with Multiple Ad Groups
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Strategy 3: Multiple Campaigns with Priorities
• All the same pros and cons as strategy 2, but now able to leverage campaign priorities
• Requires sophisticated bid and feed management
• Suggested Campaign Priorities • Low: All Products product group
• Medium: Bulk of product groups
• High: Outliers (poor performers/best sellers)
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2
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Strategy 3: Multiple Campaigns
with Priorities
Set up is very similar to Strategy 1 and 2, with only
major change being Campaign
Priorities.
• Create your ad groups in their respective campaigns using the same methods as Strategy 1 and Strategy 2
• Set your Campaign Priority in the Campaign Settings tab
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Strategy 3: Multiple Campaigns with Priorities
Low Priority
Medium Priority
High Priority
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Strategy 3: Multiple Campaigns with Priorities
Ad Group Structure
All Products Campaign Low Priority
Campaign with Bulk of Products Medium Priority
Bestsellers Campaign High Priority
74
Migration Steps
Start Now & Move Slowly!
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Migrating Schedule
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Migrating Checklist
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Checklist
1. Evaluate your current program
2. Determine if/how you can utilize the new values to improve your current strategy
3. Determine which campaign strategy to use a. Outline ad group structure based on how you will use negatives and mobile bid modifiers
b. Add custom labels to your feed to call out performance differentiators among your products
4. Create new Shopping Campaign in AdWords UI
5. Create new campaigns and product groups a. Don’t forget to add ad copy!
b. Set up All Products product groups correctly based on your chosen strategy?
c. Pay close attention to how you are utilizing “Everything Else” targets in your ad groups
6. Set initial bids steady between legacy and Shopping campaigns
7. Copy negatives and mobile modifiers from your legacy campaign
8. Go gradually – move categories over one by one - Schedule a timeline for migration 8a. Move All Products Auto-Target last
9. Decide what category you are migrating first
Once you’ve launched, pay attention to: 10. Check traffic
11. Are bids correct?
12. Is your legacy PLA campaign paused?
@rimmkaufman
Thanks for your time!
[email protected] @ToddBowman68
Todd Bowman Director, CSEs and Feeds
rimmkaufman.com | rkgblog.com
Sarah Carpenter Senior Analyst [email protected]