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#SMX #14C @PPCKirk
Shopping Ads: It’s the Setup, Silly
Shopping Ads:
Bid by Query or Slap Yourself.
#SMX #14C @PPCKirk
writer: SE Land, Moz, PPC Hero, Wordstream speaker: SMX, Hero Conf, State of Search tweeter: @PPCKirk meme creator: ¯\_(ツ)_/¯
Kirk Williams
owner & minion
#SMX #14C @PPCKirk
“I stick with SEO for my ecommerce clients…”
#SMX #14C @PPCKirk
“oooof”
#SMX #14C @PPCKirk
My Entire Screen on a 13” MacBook
#SMX #14C @PPCKirk
“FINE, I stick with good ole keyword targeted text ads…”
#SMX #14C @PPCKirk
“oooof”
#SMX #14C @PPCKirk
Crealytics: Shopping = 56% Spend Share
#SMX #14C @PPCKirk
Crealytics: Shopping = 56% Spend Share
#SMX #14C @PPCKirk
Merkle: Shopping = 46% Click Share
https://www.merkleinc.com/thought-leadership/digital-marketing-report
#SMX #14C @PPCKirk
Merkle: Shopping = 46% Click Share
https://www.merkleinc.com/thought-leadership/digital-marketing-report
hot snot, look at that
trend!
#SMX #14C @PPCKirk
Shopping Ads: The future of Ecommerce SERPs
#SMX #14C @PPCKirk
Uhhhhhh….... ...Houston, we have a pwobwem.
#SMX #14C @PPCKirk
Max $1.25 CPC
Search bidding = personal intent!
#SMX #14C @PPCKirk
Max $1.25 CPC
Shopping bidding = errrrrr…. ¯\_(ツ)_/¯
#SMX #14C @PPCKirk
[shoe]
Max $1.25 CPC
#SMX #14C @PPCKirk
[shoe]
[best heels] Max
$1.25 CPC
#SMX #14C @PPCKirk
[shoe]
[best heels]
[buy jimmy choo heels now for wife
in fight need expensive pair]
Max $1.25 CPC
#SMX #14C @PPCKirk
“dash it all, Holmes, how does one bid on
queries in Shopping?!”
#SMX #14C @PPCKirk
Martin Roettgerding @bloomarty http://www.ppc-epiphany.com/2014/12/08/taking-google-shopping-to-the-next-level/
#SMX #14C @PPCKirk
Kirk Williams (me!) @PPCKirk http://searchengineland.com/step-step-guide-query-level-bidding-google-shopping-228309
#SMX #14C @PPCKirk
It’s about filtering queries
#SMX #14C @PPCKirk
4 essential aspects
Campaign Priority
Negative Keywords
Shared Budget
Product Bids
#SMX #14C @PPCKirk
Filter Like Your Coffee Depends On It!
Shopping – Shoes – NB – US
Brand & SKU filter through
#SMX #14C @PPCKirk
Filter Like Your Coffee Depends On It!
Shopping – Shoes – NB – US
Brand & SKU filter through
Shopping – Shoes – BR – US
SKU filter through
#SMX #14C @PPCKirk
Filter Like Your Coffee Depends On It!
Shopping – Shoes – NB – US
Brand & SKU filter through
Shopping – Shoes – BR – US
SKU filter through
Shopping – Shoes – SKU – US
#SMX #14C @PPCKirk
Does it work?
SKU
BRAND
NO BRAND
#SMX #14C @PPCKirk
Does it work?
SKU
BRAND
NO BRAND
#SMX #14C @PPCKirk
Does it work?
SKU
BRAND
NO BRAND
#SMX #14C @PPCKirk
Does it work?
SKU
BRAND
NO BRAND
#SMX #14C @PPCKirk
Does it work?
SKU
BRAND
NO BRAND
#SMX #14C @PPCKirk
7 Things I’ve Learned From the Query Targeting Strategy
#SMX #14C @PPCKirk
thing 1 = You Be You. (NB > BR > SKU might not work for you)
“I. Just. LOVE.
Product 85049.0091”
#SMX #14C @PPCKirk
NB Converting> NB Non-Converting> Brand TOP>NB>Brand RLSA>NB>Brand
Figure out your filter!
#SMX #14C @PPCKirk
thing 2 = Transition Intelligently
Ideal Product
Grouping (not best, not worst)
Identify
#SMX #14C @PPCKirk
thing 2 = Transition Intelligently
Ideal Product
Grouping (not best, not worst)
New Product Grouping
Campaigns
Identify Build
#SMX #14C @PPCKirk
thing 2 = Transition Intelligently
Ideal Product
Grouping (not best, not worst)
New Product Grouping
Campaigns
Product Groups in Legacy Campaign
Identify Build Pause
#SMX #14C @PPCKirk
thing 3 = Ad groups TRUMP product groups.
“Let’s make
keyword funneling
great again!”
#SMX #14C @PPCKirk
(you right now)
#SMX #14C @PPCKirk
Use Optmyzr for fast Shopping ad group creation.
#SMX #14C @PPCKirk
thing 4 = low bids can kill the setup (google no likey timid bidding)
Priority Settings
#SMX #14C @PPCKirk
thing 5 = Beware of dangling negatives
NB Campaign
-[m]
#SMX #14C @PPCKirk
thing 5 = Beware of dangling negatives
NB Campaign
BR Campaign
SKU Campaign
(add the worst negative KWs to EVERY campaign)
-[m] “don’t forget here!”
“here, too!”
#SMX #14C @PPCKirk
thing 6 = Showcase Shopping Ads??
As of July 31, 2016
#SMX #14C @PPCKirk
thing 7 = Easy Import to Bing
(yay, shared budgets coming to Bing!)
#SMX #14C @PPCKirk
THANK YOU, & SEE YOU AT THE NEXT #SMX!
“NEVER GIVE UP, NEVER SURRENDER.”