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Slide 1

Frederick Vallaeys | @SiliconVallaeys

CEO | Optmyzr

Google Shopping Ads

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@SiliconVallaeys @Optmyzr

Optmyzr

Google AdWords Tools for Advertisers, Consultants, and Agencies.

Tools to make it easier to run profitable advertising campaigns.

Google Confidential and Proprietary

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@SiliconVallaeys @Optmyzr

Froogle

running shoes

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Retailers Increase Reliance on Shopping Ads

47% growth in ad spending on PLAs YoY (Q4-14)

35% of ad clicks for retailers in Q1-15 came from PLAs

Rise in competition = Rise in auction CPCs

Sources: http://www.emarketer.com/Article/Retailers-Increase-Reliance-on-PLAs/1012022

http://www.rimmkaufman.com/content/quarterly/Merkle-RKG-Q1-2015-DMR.pdf

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Source: Adobe Digital Index (http://www.emarketer.com/Article/Retailers-Increase-Reliance-on-PLAs/1012022)

http://www.rimmkaufman.com/content/quarterly/Merkle-RKG-Q1-2015-DMR.pdf

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From Product Feed to Shopping Ad

Feed Optimization

AdWords Optimization

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Feed Optimization

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Complaince makes sure your feed is approved and products can show on Google

Completeness ensures all your products for sale are eligible to appear on Google

Relevance is like SEO for your feed.

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Compliance

Completeness

Relevance

Feed Compliance

Dont include restricted products

Dont overlay text on images

Keep inventory and prices updated

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Feed Relevance: SEO for Feeds

Title

Target 70 characters

Front load the most important words

Description

Normalize colors and other attributes

Images

High Quality

Product ID and Categorization

Helps Google know what your product is, and what queries it might map to

Google uses your internal product ID to save history (and Quality Score)

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Feed Optimization: Make Your Ads Stand Out

Include a special offer with a Promotions Feed

Pick an image that stands out

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AdWords Optimization

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Structure

Bids

Queries

First Forget What You Know About AdWords

There are NO keywords!

In a Shopping campaign, you are automatically eligible to show ads for every product you sell, simply by making a campaign

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Can double serve

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Add Structure With Product Groups

Use Product Groups to create groupings to exclude or set different bids for

Segment your inventory by criteria from the feed:

Product category (5 levels)

Product type (5 levels)

Brand

Condition

Item ID

Custom labels (5)

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All Products

Appliances

Microwaves

Best

sellers

Account Structure Still Matters

Campaigns

Budgets

Geo bid modifiers

Dayparting bid adjustments

Ad Groups

Device bid adjustments

Negative keywords

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The Right Account Architecture

Mimic the categorization used on your site

Dont put a product into more than one group for campaigns with the same priority

You can restructure and all your stats will be preserved

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Avoid Duplicate Product Targets

Different keywords, same landing page

Search Campaign

Different product groups, same product

Shopping Campaign

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With keywords, multiple keywords may lead to the same product but youre maintaining separate keywords with individual bids based on expected conversion rates

With product groups, you may include the same product in multiple targets, and if you bid differently, you lose control over which bid Google uses.

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Campaign: Colors

PG: Red

PG: White

Campaign: Style

PG: Long Sleeve

PG: Short Sleeve

Campaign: Style

AG: Long Sleeve

KW: long sleeve tshirts

KW: long sleeve shirts

Campaign: Colors

AG: Red T-Shirts

KW: red tshirts

KW: red shirts

Does It Matter How I Structure Product Groups

Brand Category

Category Brand

It makes no difference in what order you divide the product groups if you use the same divisions

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Campaign Priorities

The tie breaker for ad serving priority inside a campaign is CPC

With campaign priorities, you can specify which campaigns are more important

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$0.50

High

$1.00

Medium

$0.05

Low

$1.00

Medium

$0.50

Medium

$0.05

Medium

Use Campaign Priorities to Prioritize Best Sellers

Create custom labels for best sellers or clearance items

Check if your best products show for generic queries

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Beware of Everything Else

Use a low priority campaign with low bids for everything else

If you get a lot of traffic on everything else, find out why and add that new product line to a product group

If you forget to disable everything else, all your carefully planned structure can go unused

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Everything Else

In this example, about 30% of clicks go to everything else

This is like bidding high on generic broad match keywords

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AdWords Optimization Using Benchmark Data

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Fix relevance:

Negative keyword

Optimize feed

Use extensions

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Below Benchmark CTR

Optimize feed to make your ads stand out

Below Benchmark CPC

Raise bids

AdWords Optimization With Search Queries

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Low CTR

Add negative keyword

High CTR and High ROAS

Expected Query Missing

Remove from feed

Add as regular keywords in search campaigns.

Optimize your best products in the feed

AdWords Optimization: Bid Management

Bid to an ROAS goal

Group items with too few conversions to make bid decisions

Split groups with enough conversion data further

Bid more if you are losing IS and are below the benchmark CPC

Use a tool: Editor or Optmyzr

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Vallaeys Shopping Efficiency (VSE) Score

I wanted a Lin/Rodnitzky ratio for Shopping Ads

LR script: tptr.co/lrratio

VSE AdWords Script: tptr.co/vse-score

VSE Structure Score: Are most impressions coming from defined product groups

VSE Bid Ratio: Whether youre paying too much or too little for everything else

Optimization suggestions for groups to split or recombine

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Pitfalls

Rumored that Google only uses the first 10,000 products per campaign

Ad Group bids dont do anything

Product Group level bids get overwritten when you change higher level bids

Promotion text is hardly ever shown

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Thank You

Try Optmyzr:

Free trial: www.Optmyzr.com

[email protected]

@SiliconVallaeys

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