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#SMX #14C @PurnaVirjiBy Purna Virji, Senior Training Manager, Microsoft
That’s Hot!3 Shopping Campaign Tips that would make Paris Hilton Proud
#SMX #14C @PurnaVirji
WRITER SPEAKER
All of the job titlesSENIOR PPC TRAINING MANAGER
#SMX #14C @PurnaVirji
#SMX #14C @PurnaVirji
#SMX #14C @PurnaVirji
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!
#SMX #14C @PurnaVirji
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!
#SMX #14C @PurnaVirji
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.
#SMX #14C @PurnaVirji
Which ad catches your attention?
1. 2. 3. 4. 5.
#SMX #14C @PurnaVirji
Which ad catches your eye?
1. 2. 3.
4. 6. 5.
#SMX #14C @PurnaVirji
#SMX #14C @PurnaVirji
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
#SMX #14C @PurnaVirji
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!
#SMX #14C @PurnaVirji
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!
#SMX #14C @PurnaVirji
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
#SMX #14C @PurnaVirjiLEARN MORE: UPCOMING @SMX EVENTS
THANK YOU! SEE YOU AT THE NEXT #SMX
