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@ChappyMargot
Live WebinarFeaturing Margot Da Cunha Wordstream & Freestyle Solutions
09.29.2015
@ChappyMargot
Freestyle Solutions is a cloud based inventory and order management
software that seamlessly connects your eCommerce platform with your
sales channels, shipping providers and accounting software. They
automate the process of managing inventory, processing orders and
reconciling accounting. Their real-time inventory controls increase sales
and grow businesses.
Meet Our Partner: Freestyle Solutions
@ChappyMargot
Meet Margot
• PPC Expert & Content Creator at WordStream
• Background in PPC, social media, & blogging
• Fun Fact: My favorite thing to shop for is food
@ChappyMargot
• Launch Poll
We’d Like To Learn About You
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Source: MineWhat
81% of shoppers conduct online research before they make a purchase
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60% of people begin shopping by using a search engine to find the
products they wantSource: MineWhat
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Yet, Retail PPC for Isn’t Easy…
“Retail is black and white. You either make a sale or you don’t.” –
Jaclyn Jordan, WordStream Senior Paid Search Strategist
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Retailers spent 47% more on Google’s shopping ads than they did a year ago
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Shopping Ads vs. Search Ads
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What’s the difference?
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What’s the difference?
Shopping SearchVS.
• Quick & Easy ROI
• Image
• Special Offers
• Branding
• Returning Buyers
• Sitelink Extensions
@ChappyMargot
USE BOTH! Find Out Which Channel Works Best for
Your Business
@ChappyMargot
Shopping Ad Pro Tips!
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USE BOTH! Find Out Which Channel Works Best for
Your Business
@ChappyMargot
USE BOTH! Find Out Which Channel Works Best for
Your Business
PRO TIP #1: Separate Shopping Campaigns by Priority
Campaign Settings Shopping Settings Advanced Campaign Priority
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Group Products Based on Their Value Find
Out Which Channel Works Best for Your Business
VS
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USE BOTH! Find Out Which Channel Works Best for
Your Business
PRO TIP #2: Ensure Price Points Are Competitive
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USE BOTH! Find Out Which Channel Works Best for
Your Business
Use Google’s Ad Preview and Diagnosis Tool to See How Your Ads Compare to Competitors
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USE BOTH! Find Out Which Channel Works Best for
Your Business
PRO TIP #3: Stand Out Amongst Your Competition
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USE BOTH! Find Out Which Channel Works Best for
Your Business
Gather Product Ratings
88% of consumers say they trust online reviews as much as a personal recommendation
Source: BrightLocal
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50 Reviews from a Google Approved Review Aggregator
https://services.google.com/fb/forms/productreviews/Product Rating Interest Form
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Become a Google Trusted Store
https://www.google.com/retail/trusted-stores/
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Run Google Merchant Promotions
https://services.google.com/fb/forms/merchantpromotionsform/
Merchant Promotion Interest Form
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Search Ad Pro Tips!
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USE BOTH! Find Out Which Channel Works Best for
Your Business
PRO TIP #1: Structure Campaigns Based on Site Navigation and Product Groupings
http://bit.ly/1Kh1udG
@ChappyMargot
USE BOTH! Find Out Which Channel Works Best for
Your Business
Campaign: New Arrivals
Campaign: Dresses
Campaign: Tops and Bottoms
Campaign: Outwear
Campaign: Jumpsuits
Campaign: Accessories
@ChappyMargot
TH! Find Out Which Channel Works Best for Your
Business
Campaign: Dresses• Ad group: Most Popular• Ad group: Gowns• Ad group: Cocktail• Ad group: Night out• Ad group: Daytime• Ad group: Plus size
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USE BOTH! Find Out Which Channel Works Best for
Your Business
PRO TIP #2: Increase the Credibility (and Clickability) of Your Ad Copy with Numbers
“Numbers are easy to digest and understand, and studies show that incorporating them into your copy can make it
appear more accurate and credible.”
- Unbounce’s Johnathan Dane
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USE BOTH! Find Out Which Channel Works Best for
Your Business
PRO HACK: Implement Ad Customizers
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The Importance of Seasonality
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Understand Your Seasonal Peaks
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Ready Yourself for the Holidays!
Analyze past holiday trends
Q4 is prime time for most advertisers
Build ads and landing pages for seasonal peaks
Use labels to easily pause and un-pause seasonal ads
Re-allocate budgets
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Unsure of Your Seasonal Peaks?
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Bringing it All Together
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USE BOTH! Find Out Which Channel Works Best for
Your Business
Create Returning Buyers with REMARKETING
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USE BOTH! Find Out Which Channel Works Best for
Your Business
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Remarketing List Types
All visitors
Product categories (URL contains category name)
Upsell shoppers who already converted
Abandoned shopping cart
Certain time period after purchase
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• Launch Poll
Special Offer for Our Attendees
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Tweet me! @ChappyMargot
Give us a call:
(617) 963-0555 ext 2
Email: support@wordstream.com
Questions?
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