how to build shopping campaigns for growth and efficiency

March 3, 2015

BUILDING SHOPPING CAMPAIGNS FOR GROWTH & EFFICIENCYTODD BOWMANDirector, CSE and Feeds

@ToddBowman68

searchmarketingexpo.com@ToddBowman68

#SMX #11B


#SMX #11B

PLA SPEND COMPARISON

$4M

$8M

$12M

$16M

Q4

2012

Q4

2014

Q1

2013

Q2

2013

Q3

2013

Q4

2013

Q1

2014

Q2

2014

Q3

2014

Merkle | RKG

Tier 1

Tier 2

Source: Google Agency Review

GSC/PLA Spend Under Management

Merkle | RKG

manages

2Xthe investments in

GSC/PLAs relative to

other agencies.


#SMX #11B

BEFORE SHOPPING CAMPAIGNS

ID: CR123

Product Type: Kitchen > Dutch OvenCondition: New

Adwords Label: Cookware

All Products


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Utilizing Multiple Campaigns, Ad Groups & Product Groups


#SMX #11B

• Regularly updated and optimized feed

• Smart bidding technology

• Ability to track granular performance

WHAT’S NEEDED


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Provide as much accurate information as possible.

THE GUIDING PRINCIPLE


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Organizing Your Campaign


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CAMPAIGN PRIORITIES

Low Priority

Default Bids

Medium PriorityTrumps bids in

Low Priority Campaigns

for any product that applies

High PriorityTrumps bids in

Low & Medium Priority Campaigns



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USING CAMPAIGN PRIORITIES

Low Priority


#SMX #11B


Low Priority

All Products


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Medium Priority


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Medium Priority

Cookware Ad Group

Bar Accessories Ad Group


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High Priority


#SMX #11B


High Priority

Best SellersHigh ROI/Low ROIPoor PerformersSeasonalityMaterialColorOn SaleFree ShippingSizeLow InventoryGenderAge GroupTestingMargin


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AD GROUP STRUCTURE

All Products Campaign

Low Priority

Campaign with Bulk of Products

Medium PriorityBestsellers Campaign

High Priority


#SMX #11B

Google gives the option to subdivide by Google Product Category, Brand, Item ID, Condition, and Product Type

Use Custom Labels to define other valuable and relevant attributes

CREATING PRODUCT GROUPS

Custom Label Potential Opportunity

0 On Sale/Not on Sale

1 Free Shipping/Paid Shipping

2 High ROAS/Low ROAS

3 Price Bucket

4 Promotion


#SMX #11B

Negatives, Modifiers & Exclusions Oh My!


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NEGATIVES


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MODIFIERSKitchen Storage Ad Group

Computers

Mobile devices with full browsers

Tablets with full browsers

Cookware Sets Ad Group

Computers

Mobile devices with full browsers

Tablets with full browsers

-75%

-35%


#SMX #11B

EXCLUSIONS


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Priorities in Action


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HOW TRAFFIC IS SERVED

Low PriorityHigh PriorityMedium Priority

CAMPAIGN A CAMPAIGN B CAMPAIGN C

Default Bids

Product Group:

All Products

Ad Group:

Kitchen

Product Group:

Dutch Ovens

Trumps bids in Campaign A


Ad Group:

Kitchen

Product Group:

Dutch Ovens + Best Sellers

Trumps bids in Campaigns A & B


Bid: $0.25

Bid: $0.56 Bid: $1.05


#SMX #11B

HOW TRAFFIC IS SERVED

CAMPAIGN A CAMPAIGN B CAMPAIGN C

Product Group:

All Products

Ad Group:

Kitchen

Product Group:

Dutch Ovens

Ad Group:

Kitchen

Product Group:

Dutch Ovens + Poor PerformersBid: $0.25

Bid: $0.56 Bid: $0.05

Low PriorityHigh PriorityMedium Priority

Default BidsTrumps bids in Campaign A


Trumps bids in Campaigns A & B



#SMX #11B

Efficiency and Growth Success


#SMX #11B

14%

2%

Before After

Granular targets = Gained EfficiencyTraffic Coming through the All Products Group

IR Top 500® Client in the Home Goods Vertical

-71%


#SMX #11B

Q4 Y/Y SALES GROWTHQ4 Y/Y Sales Growth with Consistent ROI

IR Top 500® Client in the Home Goods Vertical

2013 2014

Sales+145% ROI

Sales


#SMX #11B

CATEGORY: HOME DECOR

ROI

Sales

Q4 Y/Y Sales Growth with Consistent ROI

IR Top 500® Client in the Home Goods Vertical / Home Decor

Sales+129%

2013 2014

ROI+34%


#SMX #11B

Setting Up Campaigns


#SMX #11B

• Bulk Uploads

• Bulk Shopping Ad Group Creator

• Template from Google Vertical Team

SETTING UP CAMPAIGNS


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SETTING UP: BULK UPLOADS


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SETTING UP: AD GROUP CREATOR


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SETTING UP: GOOGLE TEMPLATE

Level Attribute Name / Feature Details

Campaign Campaign Campaign Name

Merchant ID Account Id from Merchant Center

Sales Country 2-letter country code - http://www.nationsonline.org/oneworld/country_code_list.htm

"Budget" or "Campaign Daily Budget"

Priority [0,1,2] for Low, Medium, High

Inventory Filter Supports upto 5 levels of a single filter hierarchy. Levels specified in SC Builder format

AdGroup AdGroup Name

AdGroup Default Bid Specified on an AdGroup row without any Product Groups

Promotion Promotion text for the adgroup

AdGroup Status Active by default, can be set to "Paused"

Product Group

Product Group Hierarchy

Biddable attributes supported: Product Type, Brand, Condition, Custom Label [0-4], Item Id. Google Product Category IS

NOT currently supported

Specified in either Adwords Editor or SC Builder format (slightly easier-to-read)

Everything Else nodes are specified with “*”

Max CPC The actual bid value or “Excluded”

Destination URL


#SMX #11B

Todd BowmanMerkle | RKGDirector, CSE and Feeds(434) 970-1010 [email protected]

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