how to care for your shopping campaigns: what to do every day, every month, every season by kirk...
TRANSCRIPT
#SMX #33B @PPCKirk
Shopping Ads: It’s the Setup, Silly
How To Care For Your Shopping
Campaigns: What To Do Every Day,
Every Month, Every Season
#SMX #33B @PPCKirk
“How to optimize your account today, tomorrow…”
#SMX #33B @PPCKirk
“ouch”
#SMX #33B @PPCKirk
“You can optimize poo all day, every day, but at the end of the day it’s still poo.” Abraham Lincoln
#SMX #33B @PPCKirk
#SMX #33B @PPCKirk
My objective:
To help you set up your Shopping campaigns
for success so THEN you can optimize.
#SMX #33B @PPCKirk
Why is this bad? - 1 Campaign - 1 Ad Group - All Products
#SMX #33B @PPCKirk
Max $1.25 CPC
Because bidding.
#SMX #33B @PPCKirk
[shoe]
Max $1.25 CPC
#SMX #33B @PPCKirk
[shoe]
[best heels] Max
$1.25 CPC
#SMX #33B @PPCKirk
[shoe]
[best heels]
[buy jimmy choo heels now for wife
in fight need expensive pair]
Max $1.25 CPC
#SMX #33B @PPCKirk
#SMX #33B @PPCKirk
“dash it all, Holmes, how does one bid on
queries in Shopping?!”
#SMX #33B @PPCKirk
The Query Filtering Guide to Shopping Campaign Strategy 101
Martin Roettgerding
@bloomarty
#SMX #33B @PPCKirk
4 essential aspects (1) Campaign
Priority
(2) Negative Keywords
(3) Shared Budget
(4) Product Bids
#SMX #33B @PPCKirk
#1: Shopping – Shoes – NB - US
Campaign Priority
Negative Keywords
Shared Budget
Product Bids
HIGH
SKU & BRAND
LOW $.50
$700
#SMX #33B @PPCKirk
#1: Shopping – Shoes – NB - US
boots
heels
clogs
slippers
Nike cleats
Jimmy Choo
Ugg boots
#SMX #33B @PPCKirk
#2: Shopping – Shoes – BR - US
Campaign Priority
Negative Keywords
Shared Budget
Product Bids
MED
SKU ONLY
MID $2.00
$700
#SMX #33B @PPCKirk
Jimmy Choo Ugg boots
#2: Shopping – Shoes – BR - US
Nike Vapor
Jimmy Choo Daysha
Adidas Tubular X
Converse Chuck Taylor
#SMX #33B @PPCKirk
#3: Shopping – Shoes – SKU - US
Campaign Priority
Negative Keywords
Shared Budget
Product Bids
LOW
ZILCH
HIGH $5.00
$700
#SMX #33B @PPCKirk
ALERT ALERT! ALERT!
6 things I’ve
learned
#SMX #33B @PPCKirk
thing 1 = Ad groups TRUMP product groups.
“Let’s make
keyword funneling
great again!”
#SMX #33B @PPCKirk
thing 2 = You Be You. (NB > BR > SKU might not work for you)
“I. Just. LOVE.
Product 85049.0091”
#SMX #33B @PPCKirk
Identify natural query groupings
BY PROFIT.
#SMX #33B @PPCKirk
Possibilities: NB>BR>Name NB Converting> NB Non-Converting> Brand TOP>NB>BR
#SMX #33B @PPCKirk
thing 3 = Bids can overrule Priorities (google no likey timid bidding)
Priority Settings
#SMX #33B @PPCKirk
thing 4 = Beware of dangling negatives
NB Campaign
-[m]
#SMX #33B @PPCKirk
thing 4 = 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 #33B @PPCKirk
thing 5 = The Bing effect
(where shared
budgets should be)
#SMX #33B @PPCKirk
thing 5 = The Bing effect
(where shared
budgets should be)
(you worrying about SQR)
#SMX #33B @PPCKirk
thing 6 = It takes awhile to soar
(you HAVE to get your client/boss on board)
#SMX #33B @PPCKirk
THANK YOU, & SEE YOU AT THE NEXT #SMX!
“NEVER GIVE UP, NEVER SURRENDER.”