top 5 game-changing ppc strategies to implement today

THE 2017

Ecommerce Marketer’sVirtual Summit

PPC Advertising. Ecommerce SEO. CRO Tactics. Multi-Channel Expansion.

DAY 1:Driving High Quality Traffic to Your Ecommerce Site

Top 5 Game-Changing PPC Strategies to Implement

Today 9am PST / 12 pm EST

Tuesday, March 28th

Advanced SEO Site Audit Revealing If Google can Find,

Crawl, Index, and Rank Your Site in 40 minutes or Less.11am PST / 2 pm EST

Tuesday, March 28th

DAY 2:Converting Traffic & Multi-Channel Expansion

Optimizing Your Key Conversion Points: 5 Things You Might’ve

Missed9am PST / 12 pm EST

Wednesday, March 29th

Why Omnichannel Selling Is Now Tablestakes In Ecommerce

11am PST / 2 pm EST

Wednesday, March 29th

ECOMMERCE SUMMIT LOGISTICS

All SESSIONS ARE BEING RECORDED & SENT OUT

HAVE A QUESTION? SUBMIT IN CHAT BOX

MORE RESOURCES IN ‘HANDOUTS’ SECTION

OVERVIEW

•Recognized as an Official Google Shopping Partner

•Recognized as a Google Premier Partner

•350+ Active Retail Clients

•Top 50 fastest growing company in San Diego 4 years

•Recognized as one of the Top 10 best places to work in SD

CLIENTS

SOLUTIONS

• Retail-focused Paid Search (PPC)

• Google Shopping Management

• Shopping Channel Management

• Amazon Sales Acceleration

• Facebook Advertising Management

About CPC Strategy

Let’s Begin Today’s Session!

DAY 1:

Driving High Quality Traffic to Your Ecommerce Site

Top 5 Game-Changing PPC Strategies to Implement Today

CPC Strategy PPC Experts

Lewis BrannonSr. Retail Search Manager

Jason BellSr. Retail Search Manager

Today’s Topics

• Google Shopping Title/Descriptions Enhancements

• Funneling Consumer Searches Through ISO™ Campaigns

• Bid Optimization Tactics & Automatization

• Leveraging RLSAs to Upsell & Re-target Shoppers

• Your Product Mix & How to Leverage for Increased Performance

• Live Q&A

Strategy #1

Google Shopping Title/Descriptions Enhancements

Google Shopping Product Title Enhancements

BrandAdded to the front of the titles however we can also test adding them to the end of the titles if we want to push more weight to other parts of the title. (e.g. If ‘Reebok’ is not searched often or included in most of our search terms history)

Example:

Attributes: Color / Size / GenderThe addition of attributes in the title is very important as attributes are often keywords used by customers who are looking for something specific.

Example:Other Options:

• Reebok Mens Weightlifting Shoes Size 10 in Neon Pacific• Mens Blue Weightlifting Shoes Size 10 by Reebok• Mens Weightlifting Shoes (Size 10) by Reebok - Blue

Reebok Weightlifting Shoes

Blue Mens Reebok Weightlifting Shoes – Size 10

vs.

Reebok Weightlifting Shoes

Weightlifting Shoes by Reebok

vs.

Google Shopping Product Description Enhancements

MPN / Style NumberTypically these are more useful for Electronics or Appliance merchants where customers are looking for a specific model or style number.

• Research into Google Analytics or Search Query Reports to see if MPN or Style Numbers are being used to search for products.

Feed:

Search Query Report: Google Results:

Product TypeDoes the title actually say what the product is?Example: “Reebok Mens Black Crossfit Trainer (Size 10)” works but it doesn’t have the keyword “shoe”. This still works, but isnt ideal

Google Single SKU Results:

Quick Tips to Takeaway from Today:

1) Use up your available characters2) Feature important keywords in your titles3) Does the title make sense?4) Understand your customers & their searches5) More Relevant Title = higher internal quality score & lower potential CPC

Google Shopping Product Feed Enhancements

Strategy #2

Funneling Consumer Searches Through ISO Campaigns

ISO Strategy – [Exact] or “Phrase” Match Targeting

What is it? Ability to target an exact keyword or phrase within Google Shopping w/o the need of a

daily negative keyword addition (ie: SQO Strategy) Shifting focus away from only product-level performance to search query performance

How is it accomplished?Through the use of both the campaign priority settings and negative keyword

sculpting

Customer Intent Example

Ability to bid based upon perceived customer intent Ensuring higher placement on terms which show higher customer intent to purchase

Test Drive CAPx Shopping Platform: www.cpcstrategy.com/capx-shopping-platform/

CPC Strategy Google Shopping ISO™ Strategy

Green ISO Strategy

Red ISO Strategy

Use Cases Improve ROI on Poor Performing Queries – lower average CPC

Use Cases Drive Impression Share - Exact/Phrase Match Target High Value KWs - Quickly Monitor &

React to Aggressive Competition – Control Product Mix – Stimulate Growth Through Aggressive Bidding

Green & Red ISO Working Together?


The Red ISO Strategy

30 Days Before & After Results

Cost Down 66% Avg. CPC Down 73%

ROAS Up 370%


GREEN

RED

Imp. Share Up 21% Conv. Up 14% Trackable Impression Share


Strategy #3

Leveraging RLSAs to Upsell & Re-target Shoppers

Advanced RLSA Audience Targeting Capabilities


**Similar Audiences** Automatically created Google audience based off users on your RLSA list. Users on RLSA lists are excluded

from “similar lists”, and the user duration is only 24 hours. Google will identify users searching for similar queries as users on your RLSA list.

CRITERIA RLSA CUSTOMER MATCH

SETUP

Pixel Required X

Upload Required X

Expires X Optional

User Login Required (Google)

X

ELIGIBLE CAMPAIGN

TYPES

Search X X

Shopping X Beta

Display X

Gmail X

Youtube X X



Setting audience bid modifiersSave filters for high converting audiences above target ROI / below

target CPASave filters for higher spending audiences below ROI / above target

CPACampaign/Adgroup View within AdWords

** Not enough data =(



Setting audience bid modifiersDownload audience report at the account levelPivot the data to see how an audience is doing across an entire accountThis will give you more insight into audiences that are doing well holisticallyThis can empower you to take action and potentially bid up/down on audiences

that don’t have enough data to act at the campaign/adgroup level.

Pivoted Audience Level Report



Google Analytics RLSAs to remarket users who purchased Sept – Oct, 2015

Uploaded emails lists of purchasers Sept – Oct over the past 5 years

Use in conjunction with ISO™ to capture “top funnel” traffic for proven converters from last year.

Halloween costume manufacturer sees YoY ROI gains through RLSA in Shopping



Apply Similar Audience, one per theme: “Engaged Visitors”, “Micro-Conversions”, and “Purchasers”.

11% of shopping sales now coming from similar audiences.

Personalized pet gear manufacturer sees increase in sales with Similar Audiences in Shopping



Micro-conversions — Using back-end data, we were able to determine that 80% of

approved finance applicants become a purchase, with the average application value

over $750.Engagements — Users who do a site search (+68%), engage with live chat (+50%),

or play a product video (+9%) on the site are more likely to convert.

Local furniture store increases conversions with RLSA for micro-conversions and engagements



Advanced RLSA Audience Targeting – Upsell/Cross-Sell

Strategy #4

Bid Optimization & Automation Tactics


Pulling Back on Wasted Ad SpendThese rules impact products/groups which are decreasing the profitability of our shopping campaigns• Non Converters – Products with high spend and 0 conversions (7, 14, 30 & 60 days)• Bleeders – Spending & converting but not profitable

Bid Increase Rule(s): Pushing converters to gain more visibility & overall traffic• On Target – Groupings which are meeting our profitability goals • Above Target – Groupings who are exceeding profitability goals• All Stars – Groupings whom are far exceeding targetsTypically I will look at both the Conversions (single vs multiple) & Search Impression Share to guide how aggressive I want to set my up bid percentages.

CPC Strategy’s Rule Based Bidding Strategies


Increasing Visibility On Products With Zero impressions: Most advertisers will push the majority of spend to the top converting products, which is expected, but that only covers a small range of the total catalog, typically anywhere from 5-20%. The rule will increase bids on individual products up until they hit a certain impression threshold. The point of this rule is to drive incremental growth via the rest of the catalog that doesn’t get much attention.

CPC Strategy’s Rule Based Bidding Strategies

Strategy #5

Your Product Mix & How to Leverage for Increased Performance


Understanding Your ‘Winning’ Products

What is your competitive edge Price? Exclusivity? Turn around time? Clout?

Leverage where customers see your valueSpend your time & effort correctly marketing where you provide the best value

Improving competitivenessResearch & understand why you may be losing out on conversions to competitorsLeverage your knowledge of your own products to provide more value where you can

afford

Execute Implement merchant promotions, RLSAs, specialized shopping campaignsContinue understanding the playing field and where you convert bestFind areas for opportunity that you can cultivate

Your Product Mix & Leveraging for Increased Performance


Google Merchant Promotions

What is it? Ability to highlight promotions within Google Shopping Improve CTR & Conversion Rates with no extra charge to participate

ImplementationThrough the Google Merchant Center within the Promotions Tab

7- Day Sale Result CTR up 19% Conv. Up 34% Conv. Rate up 14% CPC down -8%

PROMOTION TYPE ADDITIONAL INFO

DISCOUNTS

$ Off or % Off Discounts must be at least $5 or 5% off

x% Off. Maximum Discount $y n/a

$x Off $50+. $y Off $100. $z Off $150

Tiered discounts allowed

x% to y% Off Floor discounts (ie. minimum amount or percent saved) must be stated

Buy One Get One Free or Buy One Get 2nd x% Off

n/a

$x Cash Back or $x Cash Rebates

Must be reflected at cart or checkout

FREE GIFTS

Free Item Must clearly describe the free gift and item cannot be samples or trials

$x Gift Card on purchase xTitle must clearly state the gift card value and gift card must be from your own store

SHIPPING

Free or Discounted Shipping Must have valid redemption codeException: No redemption code necessary when combined with another permissible promotion (E.g. Free shipping + 10% off)

Utilizing Google Special Offers to Improve Performance

Questions for the Experts?

Lewis BrannonSr. Retail Search Manager

Jason BellSr. Retail Search Manager