That’s hot!3 Shopping Campaign Tips That Would Make Paris Hilton Proud

Purna Virji

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1. Labels are important: Feed optimization

2. Don’t be boring – dress cute: Creative optimization

3. Hire bodyguards: Defensive strategy

Our agenda

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1. Labels are important:Feed optimization

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Product Variants

Custom Labels (0-4)

Manufacturer part number

Item identification

Apparel Products

Gender, age_group, color, size

Material, pattern, etc.

Explore new options!

SDKU-7833 Down, synthetic, leather

• High margin• Sale items• Winter

Male / Female

Utilization of optional attributes opens the door for far more powerful segmentation

The Product Catalog: optional attributes

Why custom labels?

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Consider how Apparel House can plan their ad targeting

Custom Labels

High margin Summer Sale Daypacking

The Product Catalog: Powerful eCommerce

Custom labels give you more control

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Product feed not being refreshed

Be strategic: apply bids to high converting campaigns

Optimizing the feedA major electronics retailer is seeing sub-par product ad performance…what’s happening?

Ad groups not segmented appropriately

Top selling products aren’t consistently selling

Stronger bids aren’t resulting in stronger results

Slow sales performance across inventory

Optimizing product feeds: Best practices

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Optimizing product feeds: Best practices

Campaign organization

TVs Desktops

All TVs All speakers All tablets All

desktops

Bluetooth speakers TabletsCampaign

Ad group

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Optimizing product feeds: Best practices

Top sellers High margin SaleLimited

inventory

Bluetooth speakersCampaign

Ad group

Campaign organization

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Optimizing product feeds: Best practices

• Bids can be applied independently• Targeting adjusted to top geos• Increase budget for top selling products• Monitor low-inventory & move products

out

Top sellers

Bluetooth speakersCampaign

Ad group

Campaign organization

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High, low

High demand, low demand

Optimizing the feed

High end, low end, salePrice range

Popularity

Profit margin

Making the most of custom labels

Stock level Limited supply

Seasonal products Winter clothes, swimwear

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Loves it!

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

Which ad catches your attention?

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Which ad catches your attention?

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Which ad catches your attention?

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Sometimes you’re just not cute

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Sometimes you’re just not cute

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Core creative elements for a shopping ad

Image

Enhancements

Price

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Show multiple colors

Core Creative Elements for a Shopping Ad- Image

Show product in use

High resolution images

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Show multiple colors

Core Creative Elements for a Shopping Ad- Image

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Show multiple colors

Core Creative Elements for a Shopping Ad- Image

Show product in use

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Show multiple colors

Core Creative Elements for a Shopping Ad- Image

Show product in use

High resolution images

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Start with regular price

Core Creative Elements for a Shopping Ad- Price

Add sale price

Or price competitively against other ads

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Core Creative Elements for a Shopping Ad- Price

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Use local, product reviews and merchant promotions

Core Creative Elements for a Shopping Ad- Extensions/Enhancements

Use promo text

Create more than one ad per ad group

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Core Creative Elements for a Shopping Ad- Extensions/Enhancements

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Core Creative Elements for a Shopping Ad- Extensions/Enhancements

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That’s hot!

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3. Hire a team of bodyguards:Defensive strategy

Key defensive strategies

Negative keywords

Bids and bid modifiers

Campaign priority settings

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Negative keywords save you money

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Campaign Priority Settings

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Bids and Bid Modifiers Best seller Low sellerMedium

seller

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Smartphones and tablets

“Everything else”

Geographic bid modifiers

Bids and Bid Modifiers

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Loves it!

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Bonus tip:“What’s Wal-Mart? Do they sell walls?”

Unfortunately,misattribution is not hot

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o Labels are important

o Look hoto Hire bodyguardso Find out where to

buy walls.

Key Takeaways

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Thank you!See you at the next

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