Top tips from improving e-commerce AdWords campaigns - Rebekah Schelhout, Periscopix & Brogan Savage, Cath Kidston

© Periscopix 2014 www.periscopix.co.uk

Top Tips For Improving E-Commerce AdWords Campaigns

Rebekah Schelfhout & Brogan Savage @Rebekahtweet @SavageBrogan @Periscopix

17th June 2014


Agenda

• Extensions • Bid Multipliers • PLA’s/Google Shopping • How Cath Kidston use AdWords


Location Extensions Sitelinks Call Extensions






Device Location

Hour of day

Audiences (RLSA)

Time of day

GDN Targeting




Remarketing Lists For Search Ads




APL Express increased conversions by 332%



Background • Started working with Periscopix in Sept 2013

• Launched more features and territories

• Saw a better ROI and cost per click




Piccadilly Flagship Store Opening Covent Garden 20% Off Day




Our Strategy: - Bid on generic keywords, using lists of previous visitors

- Used generic search terms which had converted well in PLAs as inspiration,

and repeat purchase items

Make use of RLSA


Targeting: - Visited a certain category in last 3-7 days - Abandoned basket in last 3 days


Type

Size

Content

Time Periods

Audience Lists

From your users….

…to your ads

Test everything!


Six months after taking over the account...

156%

115%

98%

121%

CTR Clicks CVR ROI


Questions?

Internet

Top tips from improving e-commerce AdWords campaigns - Rebekah Schelhout, Periscopix & Brogan Savage, Cath Kidston