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Joint webinar series with Google and Vertical Nerve. Topic covered how to set up Google Dynamic Remarketing campaigns.
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How To Optimize Dynamic Marketing Campaigns
verticalnerve.com | 800.330.9450Google confidential l do not distribute
Today’s Presenters
Brian WinterAccount StrategistGoogle, Inc.
Dice NakamuraVP, Business Development & Ecommerce
StrategistVertical Nerve, Inc.
Dana RouleauBusiness Development
Mgr.Google, Inc.
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Analytics ConsultingSearch MarketingConversion Optimization
a few of our
CLIENTS
Agenda
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• Previous Google Shopping Series Webinars
• Dynamic Remarketing 101: How it Works
• How to Ensure Correct Campaign Setup
• Birddog Distributing Case Study
Google Shopping Seriesprevious two webinars
product specific PLAs & Google Shopping
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The PLA Success Plan Part I
Primary reasons on building product specific PLAs through Shopping Campaigns
• Bid intelligently based on margin & price point• Negative keyword strategies applied to specific products• Ability to build promotional text on various price points & subset of
categories
The ROI
attributed to
PLA campaigns
should become the
highest performing
strategy in a marketer’s portfolio.Utilizing promotional text in PLAs for the
holidays
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The PLA Success Plan Part II
Google Shopping Product Data
Attributes in the feed
Are your product titles optimized?
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Optimize Your Data Quality
The better your data quality, the better you can match your products to shopper’s search queries.
Update your feed daily
Submit high quality images
Submit all required
attributes
Mind your descriptions
and titles
Adhere to our editorial guidelines
Google confidential l do not distribute
Update your feed daily
Submit high quality images
Submit all required
attributes
Mind your descriptions
and titles
Adhere to our editorial guidelines
Google confidential l do not distribute
Optimize Your Data Quality
z
Update your feed daily
Submit all required
attributes
Mind your descriptions
and titles
Adhere to our editorial guidelines
Minimum: 250 x 250 pixels
Recommended: 800 x 800 pixels
Accepted formats: GIF, JPG, PNG, BMP & TIF
Google confidential l do not distribute
Optimize Your Data Quality
Submit high quality images
z
Update your feed daily
Submit all required
attributes
Mind your descriptions
and titles
Adhere to our editorial guidelines
Google improved support for merchant-defined multi packs
Google now recommends high-resolution display (800 pixels)
Google introduced ‘identifier exists’ attribute
Google recommends relevant attributes (i.e. color) in description field
Google confidential l do not distribute
Optimize Your Data Quality
Submit high quality images
z
Update your feed daily
Submit all required
attributes
Mind your descriptions
and titles
Adhere to our editorial guidelines
70 character limit for titles and 140 character limit for descriptions
Include important information at the beginning
Mirror product information on the website
Don’t waste characters with the brand name
Google confidential l do not distribute
Optimize Your Data Quality
Submit high quality images
z
Update your feed daily
Submit all required
attributes
Mind your descriptions
and titles
Adhere to our editorial guidelines
No promo text such as “Free Shipping” in descriptions
Do not use BLOCK CAPITAL LETTERS
Do not include a description of your store
Google confidential l do not distribute
Optimize Your Data Quality
Submit high quality images
Dynamic Remarketing 101
how it works
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What is Dynamic Remarketing?
Clean product data & product specific strategies are still extremely
important!
…and how does it apply to our Google Shopping Series?
Key systems that have to interact with one another:
• Client website
• Google New Remarketing Tag on the client website
• Client’s remarketing lists
• Client’s dynamic remarketing campaign in AdWords
• Client’s Merchant Center
Dynamic remarketing campaigns use cookie-level data collected from client websites to remarket specific products back to users when they browse sites on
the GDN.
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Make It Dynamic
Display a dynamic creative plugged to your Merchant Center inventory.
Target people who visited your website but didn’t convert.
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How Dynamic Remarketing Works Part I
1Anonymous user visits a client
URL containing the New Remarketing Tag (aka the smart
pixel).
2The New Remarketing Tag sets/collects
the DoubleClick cookie and passes dynamic variables to Google servers.
3
Google collects the cookie ID and variables, such as product viewed, page
type, product cost, category, etc.
4
Lists are created based on these variables (e.g. product viewers list)
Google Cookie ID: 0110101Prodid: ‘A8374’Pagetype: ‘Product’
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How Dynamic Remarketing Works Part II
1Now, this same anonymous user goes to a publisher page on the
GDN
2They’re on a remarketing list that is linked to the client’s dynamic
remarketing campaign in AdWords
3
Using the product IDs that are in the user’s cookie, AdWords connects to the Merchant Center and pulls the matching product images and data for this user.
4
A dynamic remarketing ad that contains the specific products the
user had been viewing gets displayed to the user.
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Common Problems
Client Website / Smart Pixel
• Client updated their site & accidentally removed the pixel on key pages or completely
• Pixel does not contain the correct data
Remarketing Lists
• Remarketing lists have no users
• Remarketing list size is declining
AdWords Account
• Dynamic remarketing campaign isn’t connected to the merchant center
• Conflicting campaign settings are used
Merchant Center Account
• The data feed expired in the Merchant Center and needs to be re-updated
• Product ads aren’t approved
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How to Ensure Correct Campaign Setup
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Some Basic Things Have to Happen
The pixel must be on the client site
The Merchant Center must have approved product ads
Prodids must match between the pixel and the Merchant Center
AdWords must be linked to the Merchant Center
Remarketing lists must have users
Bids and budgets must be high enough
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Quick “Sense Checks”
Impressions stop serving
Campaign volume changes drastically & suddenly
Campaign performance changes drastically & suddenly
Campaign impressions change drastically & suddenly
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If the campaign was running fine before, the setup is probably fine, unless…
How to Check Pixel Setup
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Use the Google Tag Assistant! (available for Chrome here)
Check if the Smart Pixel (aka “Remarketing Tag (new)”)
is working on the home page, product pages and cart page.
How to Check Product Ads Approval in the Merchant Center
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Look under Product Ads. If most product ads are active,
they’re ready to run a Dynamic Remarketing campaign!
You can check this in the Dashboard in the Merchant Center.
How to Check Prodid Match between the Pixel & the Merchant Center
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Look under the Tag Validation Summary. If more than 80% of Product IDs match, they’re fine. If less than 80% match, review the Prodid matching.
If less than 50% match, there is a bigger issue.
You can check this in the tag validation tool (link here)
How to Check AdWords Linkage to the Merchant Center
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Then, when you are creating your first dynamic remarketing campaign, you should see your Merchant Center linked. If not, you will be prompted to link them here.
First, use the Customer Information section of the tag
validation tool to make sure they’re whitelisted. If there is an ID used for serving GPA ads next
to Merchant Center ID, then they’re whitelisted.
The Bottom Line
Pixel is up
Product ads are approved
Prodids match
AdWords & the Merchant Center are linked
Check remarketing list size
Bids and budget are high enough
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If you complete these 6 checks…
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2
3
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5
6
…and everything checks out, then the campaign setup is probably fine!
Birddog Distributing
Case Study
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LED LightsOver 900 Products
Before Vertical Nerve –
Dec. 2012
Before Vertical Nerve – Jan. 2013
With Vertical Nerve –
Dec. 2013
With Vertical Nerve – Jan. 2014
Cost $607.88 $1,219.71 $1,339.55 $1,489.40
Revenue $367.62 $296.66 $1,726.75 $1,471.25
Impressions 263,997 688,375 483,124 665,966
Clicks 784 1,646 1,604 1840
Conversions 21 41 59 91
Client: Birddog Distributing, Inc.
Case Study Term: December 2013 – January 2014
“Working with Vertical Nerve has been a very positive experience for our company. We were seeing significant drops in all of our paid search campaigns. I attended a webinar that they hosted on PLAs and felt like they would be able to help us out with the problems that we were facing. After launching our PLA and Dynamic Remarketing campaigns with them we saw improvement in the first month, not just over the previous month, but also over the same time period last year.”
– Alisha Gaughan, Director of Marketing
Q&AContact Vertical Nerve
for a free shopping cart analysis & white paper:
Strategies for Successful Dynamic Remarketing
Dice Nakamura | Vertical Nerve
214-206-3470