That's Hot! 3 Shopping Campaign Tips That Would Make Paris Hilton Proud By Purna Virji

#SMX #14C @PurnaVirjiBy Purna Virji, Senior Training Manager, Microsoft

That’s Hot!3 Shopping Campaign Tips that would make Paris Hilton Proud

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WRITER SPEAKER

All of the job titlesSENIOR PPC TRAINING MANAGER

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1.Our feeds2.Our creative3.Our budgets

Let’s optimize

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1. Goal: Cover Model

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Blanks are bad!

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Add descriptors

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Cheat sheet

- Include the following:• Brand + Product Name + Product Type + Gender + Size + Color (if applicable)

E.g. Patagonia Artic Thermal Winter Jacket, Men's Size

L, Blue

- Normalize to most common (Male vs Men’s)

- Know your limits: 35 | 150

TIP: Check the

search term report for ideas to make titles more relevant.

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Make your descriptions werk!

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Categorize as deeply as possibleAim for 4+ layers deep, help the system find your ads

Better relevance -> more triggers -> more impressions -> more clicks

Category 1 Category 2 Category 3 Category 4Apparel & Accessories Clothing DressesApparel & Accessories Clothing Dresses Cocktail DressesApparel & Accessories Clothing Dresses Day DressesApparel & Accessories Clothing Dresses Formal GownsApparel & Accessories Clothing Dresses Little Black DressesApparel & Accessories Clothing One-PiecesApparel & Accessories Clothing One-Pieces Jumpsuits & RompersApparel & Accessories Clothing One-Pieces Leotards & UnitardsApparel & Accessories Clothing One-Pieces Overalls

Better

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Loves it!

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2. “Don’t be boring and dress cute wherever you go.”

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Which ad catches your eye?

1. 2. 3.

4. 6. 5.

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Which ad catches your attention?

1. 2. 3. 4. 5.

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Which ad catches your eye?

1. 2. 3.

4. 6. 5.

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Core creative elements

Image

Enhancements

Price

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Image

Show multiple colors

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Image

Show product in use

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Try it out

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Image

Show multiple colors

Show product in use

High resolution images

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Price $Start with regular price

Add sale price

Or price competitively against other ads

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Price $

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Price $

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Enhancements

Local Promos Reviews

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Make your descriptions werk!Actions while shopping

90%of retail shoppers use smartphones in stores.

77%of searches mentioning “coupon” are initiated on a smartphone or tablet.

Source: Hitwise Source: Marketing Land

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Local inventory

https://support.google.com/merchants/answer/3057972?hl=en

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Merchant Promotions

http://help.bingads.microsoft.com/apex/index/3/en/56805

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Reviews and ratings

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Reviews and ratings

Ratings from advertiser’s site and trusted third parties

Product ratings3

Display only for merchants with high

ratings

Elite merchant badge

1

Automatically detected by price changes in

feeds

Price drop alerts2

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That’s hot!

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3. Singer, author, actress, DJ, reality TV star…

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Identify hidden opportunities

• Benchmark + Share of Impressions

• Dimensions• Search Term• Mobile performance

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Remarketing works too!

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Solid results

2.4% of Total Clicks

19.4% higher CPC

40.3% higher CTR

59.3% higher Conversion Rate

Source: UI Audience Reporting, Feb - Mar 2016

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Loves it!

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Do they sell walls?

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Unfortunately,misattribution is not hot.

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1.Title + Description

2.Photo + Price3.Benchmarking4.Remarketing5.Who sells

walls?

Key takeaways

© 2016 Microsoft Corporation. All rights reserved. Microsoft, Windows, and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries.

The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation.

Because Microsoft must respond to changing market conditions, it should not be interpreted as a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the dateof this presentation.

Microsoft MAKES NO WARRANTIES–EXPRESS, IMPLIED, OR STATUTORY–REGARDING THEI NFORMATION IN THIS PRESENTATION.

Thank you!

@PurnaVirji

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THANK YOU! SEE YOU AT THE NEXT #SMX