google shopping ads
TRANSCRIPT
Google Confidential and Proprietary 11@SiliconVallaeys @Optmyzr
Frederick Vallaeys | @SiliconVallaeys
CEO | Optmyzr
Google Shopping Ads
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Optmyzr
• Google AdWords Tools for Advertisers, Consultants, and Agencies.
• Tools to make it easier to run profitable advertising campaigns.
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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 CPCsSources: http://www.emarketer.com/Article/Retailers-Increase-Reliance-on-PLAs/1012022http://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
Compliance
Completeness
Relevance
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Feed Compliance
• Don’t include restricted products
• Don’t 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
1. Include a special offer with a Promotions Feed
2. Pick an image that stands out
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AdWords Optimization
Structure
Bids
Queries
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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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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)
All Products
Appliances
Microwaves
Best sellers
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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
• Don’t 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
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
Different keywords, same landing page
Search Campaign
Campaign: Colors
PG: Red PG: White
Campaign: Style
PG: Long Sleeve
PG: Short Sleeve
Different product groups, same
product
Shopping Campaign
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Does It Matter How I Structure Product GroupsBrand 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
$0.50
• High$1.00
• Medium$0.05
• Low
$1.00
• Medium$0.50
• Medium$0.05
• Medium
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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
• Optimize feed to make your ads stand out
Below Benchmark CTR
• Raise bidsBelow Benchmark CPC
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AdWords Optimization With Search Queries
• Add negative keyword• Remove from feedLow CTR
• Add as regular keywords in search campaigns.
High CTR and High
ROAS
• Optimize your best products in the feed
Expected Query
Missing
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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 AdsLR 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 you’re 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 don’t 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