Channels & Devices - CPC Strategycdn-website.cpcstrategy.com/wp-content/uploads/...Raw Data Search Friendly Modern slim fit pin stripe pronto charcoal grey wool blazer: Item #25MZ345GH

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Products & Solutions

Management

& Optimization Forecasting

& Attribution

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& Reporting

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& Audiences

Channels & Devices

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2 © 2014 Kenshoo, Inc. Confidential and Proprietary Information

Kenshoo #1 in PLAs

Creating a Scalable & Complementary Approach to Text Ads & Shopping Campaigns

May, 13th 2015


• Shopping Campaigns & The Search Landscape

• Budget Allocation

• Use Text Ads to Inform Shopping Campaign Strategy

• Leverage Shopping Campaign Insights

• Scale & Expand

Agenda


Shopping Campaigns

&

The Search Landscape


A Brief History…

2002

2007

2012

2014

Monetization

of PLAs

Shopping

Campaigns: a

new way to

manage PLAs


PLAs Shake Up SERPs

• Move from text to

shopping-centric

• Increased page

ownership

• Labeled as “Sponsored”

as opposed to “Ads”


Don’t Forget About Mobile

• Smaller screen = less real estate

• Leverage mobile bid adjustments

• Online to offline

Mobile is predicted to account for 49% of digital ad spend in 2015

Source: eMarketer


Global retail PLA spend increased 138% YoY during the 2013 shopping season with nearly a

9-to-1 return on ad spend.*

*Kenshoo 2013 Online Retail Seasonal Shopping Report Final Edition


Continued Year-Over-Year Growth in 2014


PLA Performance vs. Paid Search Text Ads


Budget Allocation


Where Is Shopping Campaign Budget Coming From?

• --(shifts that Kenshoo has seen in terms of how retail advertisers are

allocating their ad budget, offer soft recommendations)

• cost split out

• in general… shift of text budget to shopping bc ROI is better

• CPC majority on text and 1k on shopping


13%

61%

26%

Spend

Brand Keywords

Non Brand Keywords

Shopping Campaigns

Spend Breakdown & Performance

Source: Kenshoo aggregated retailer data November & December 2014

$3.51

$6.13

Non Brand Keywords

Shopping Campaigns

ROI


PLAs & Text Ads: Better Together

Source: Kenshoo aggregated retailer data November & December 2014

Recommendation: Test running

Shopping campaigns and Text Ads in

tandem

$3.02

$17.90

$6.13 $3.51

$33.70

ShoppingCampaigns

Non BrandKeywords

BrandKeywords

ROI

Text Ads Only

Both ShoppingCampaigns andText Ads


Use Text Ads to Inform

Shopping Campaign Strategy


Optimize Feed to Resonate with Searchers Raw Data Search Friendly

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Optimize for Consumer


Segment Product Groups Based on Top Performers

Keyword-level Performance

Allows for smarter bids, budget allocation and prioritization

Product Group Structure

All products

Top Performing Brand One

Brand One Top Product

One

Brand One Top Product

Two

Top Performer Two

Everything Else


Minimize Inefficient Spend with Negative Keywords

• The more products in your product

group, the less control

• Improve relevancy

• Protect CTR and Quality Score

Leverage negatives from search to instantly refine traffic

Broad

Phrase

Exact


Leverage Promotional Ad Copy

• Capitalize on promotional

messaging that has worked for

text ads

• Add promotional text via

AdWords

• Add special offers via

Merchant Center feed


Leverage Shopping Campaign

Insights


Increase Your Text Ad Credibility Google Trusted Store Text Ad Reviews & Ratings


Inform Text Ad Structure & Optimization

• Find opportunities for keyword expansion

• Shift budgets based on product performance

• Adjust bids based on opportunity


Leverage Product-Level Insights Cross-Channel

Expand or improve performance in other channels


Scale & Expand


Where to Start

• Shopping Campaigns require a product feed

• Text Ads will provide insights for better Shopping campaign optimization

Search Text Ads

Shopping Campaigns

Cross-Channel

Expansion & Retargeting


Plan Your Shopping Campaign Structure

Campaign

Ad Group

Product Group

• Budget

• Geo & Language

• Priority

• Keyword Negatives

• Mobile Bid Adjustments

• Bids

• Competitive Metrics

• Margins

One SKU per product group will give you the most control, but will also make bidding more complex


Optimize for Scale

• Automation may be necessary based on campaign size and number of

product groups

• Portfolio optimization that will help deal with low data sets and predict where

your next dollar can be spent most efficiently

• Mobile bid adjustment recommendations

Consider An Automated Shopping Campaign-Specific Policy


Optimize Shopping Campaigns Within the Big Picture

Social Ad

Click

Search Text Ad

Click

Product Ad

Click

Purchase

Leverage multi-touch attribution for holistic optimization


Summary

• Shopping campaigns are important for page ownership

• Text Ad insights can help increase control of Shopping campaigns

• Product-level insights to improve strategy in text ads and beyond

• Create a good structure and optimize holistically


Questions

Submit your questions in the chat box on the right

Questions for Emily?

www.CPCStrategy.com | 619.501.6138 | [email protected]

www.CPCStrategy.com | 619.501.6138 | [email protected]

The 2015 Google Shopping Virtual Summit

Tomorrow (5/14, 11-12pm PST):

Using Your Competitors’ Data to Drive Performance on Google Shopping –

Presented by SEMrush


Meet the Presenter

Emily Helander

Kenshoo | Sr. Product Marketing Manager

Documents

Channels & Devices - CPC Strategycdn-website.cpcstrategy.com/wp-content/uploads/...Raw Data Search Friendly Modern slim fit pin stripe pronto charcoal grey wool blazer: Item #25MZ345GH