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Google Shopping Campaigns: Crafty

Structures, Control Freak SolutionsPresented by:

Susan Wenograd

@SusanEDub

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Obligatory “Me” Slide.• Dallas. Hot. Flat.• Husband, 4 mo. old daughter, 3 cats, 1 dog. Full

house.• PPC. Love it. Get grumpy over it.• Sr. Mgr at Clix Marketing. PPC is our groove.

@SusanEDub

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Managing Paid Search

@SusanEDub

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Managing Shopping

@SusanEDub

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Why?• “Google does a good enough job.”• “My feed is solid, the rest will take care of

itself.”• “I don’t get it.”

@SusanEDub

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Don’t Do This.

@SusanEDub

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Or This.

@SusanEDub

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Or This. (You’ll wind up with this, anyway.)

@SusanEDub

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Let’s Start With the BasicsYou are bidding on this. Not on

this.

@SusanEDub

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Fundamental Issues• Lack of Control• Lack of Structure• Google’s Defaults

@SusanEDub

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Product Groups Mostly Suck.

Hey! Let’s go see our Product Group performance in Analytics…JUST KIDDING GUYZ.

@SusanEDub

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Product Groups ARE Good for Benchmarks

@SusanEDub

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Craft Your Structure Craftily• By ROAS• By Top Sellers• By Margin• By Product Types• By Brand Names• By SKUs

@SusanEDub

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Custom Labels, Y’all.You can have up to four custom labels per item in your feed.

@SusanEDub

Item Custom Label 0 Custom Label 1 Custom Label 2 Custom Label 3 Custom Label 4Thing 1 Winter High Margin New for 2015 DesignerThing 2 Winter Low Margin DesignerThing 3 Fall High Margin Best Seller In-House BrandThing 4 Summer Closeout In-House Brand

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Divide Up Smartly• Allocate spend • Account for geo-targeting differences• Use Priorities• Negative keyword mirroring

@SusanEDub

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Negative Keywords, Y’all.Craft your negative keyword strategy to help matching further.

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Campaign/Ad Group: Brand or SKU, etc

All Other Campaigns/Ad Groups: Brand or SKU as a

negative keyword

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Case Study: ROAS Division

@SusanEDub

- High vs. Low ROAS Campaigns

- Geographical modifiers

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“But I still have no control over query matching”• Meet Martin Roettgerding. Follow him on Twitter @bloomarty.

The guy is awesome at Shopping.

• Also meet Kirk Williams. Follow him, too @PPCKirk.

@SusanEDub

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Query-Level Bidding Simulation• Funneling brand queries• Funneling general queries• Funneling SKU queries

@SusanEDub

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The Tenets of Query-Funneling

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Use These Like So.

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Ok, Fancypants. Does It Work?

@SusanEDub

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Does it always work?• Slow build. • Restructuring should be done slowly.• You will have to experiment with your bids.• May not help CPA, depending on whether

industry is brand name/SKU heavy in nature.

@SusanEDub

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Try All the Betazz: Target ROAS

@SusanEDub

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Target by ROAS Learnings• Scale is required to make it work.• Stable account history.• Beware of volume decreases to hit ROAS.

@SusanEDub

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Wrap Up & Bonus Reading• Shopping is one ginormous Broad Match

campaign. Behave, structure, and plan accordingly.

• Think through creative ways to funnel keyword matching and craft your structure to help it happen. (Marty’s way: http://bit.ly/1Y52IlG)

• Experiment with keyword-level bids (want your brain to explode? http://bit.ly/1KaEehv)

@SusanEDub

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Find Me to Chat or Ask Questions!

@SusanEDub