8 Tips To Optimize Your Google Shopping Campaigns

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Google Shopping Campaigns will completely replace Product Listing Ads (PLAs) in August 2014 and you have already prepared for the transition. Your accounts are ready, but are you taking advantage of every opportunity Shopping Campaigns have to offer? Chances are, there's something more you could be doing and more opportunities for optimizations you just might be missing. From small inventories to large inventories, you'll get a variety of tips to better your campaigns! In the presenation, Hanapin Marketing experts, Carrie Albright and Jacob Fairclough, discuss tips on how to expand your optimizations or retract from them when needed. You'll get expert-level tips like: *How to increase your coverage and targeting *Improving efficiencies and pulling back when you need to *Actionable tips to optimize small and large inventories


  • 1.#thinkppc How to Recover from the Holidays Faster Than Your Competition HOSTED BY: 8 Tips To Optimize Your Google Shopping Campaigns HOSTED BY:

2. #thinkppc Presenters Carrie Albright Account Manager at Hanapin Marketing Blogger on PPC Hero @Albright_C Jacob Fairclough Account Manager at Hanapin Marketing Blogger on PPC Hero @RealSecretJake 3. #thinkppc Join the conversation Include the hashtag #thinkppc in your Twitter tweets. Or use the webinar question box to send us questions. 4. #thinkppc Live Poll Question #1 How long have you been in PPC? #thinkppc A. Less than 1 year B. 1-3 years C. 3-5 years D. 5+ years 5. #thinkppc Live Poll Question #2 How do you manage your account(s)? #thinkppc a) I manage it myself. b) Im part of a team that manages it. c) I outsource my account management. d) Im rethinking how my account is managed. 6. #thinkppc Intro To Topic The Shopping Campaigns transition is officially here! Not Upgraded? See Upgrade Tool Upgraded? Lets go! Now to address Shopping performance Small Inventory Accounts Large Inventory Accounts Additional tips from your PPC Heroes! 7. #thinkppc How Were Addressing It Expansion versus Conserving Despite the easy migration, a new system is going to change how you work in your accounts. Similar to enhanced campaigns, you will want to revisit your goals and figure out what is best for your business and account. New tactics will be available, requiring you to adjust as needed. 8. #thinkppc Tip #1: Small Volume Expansion Start Segmenting Products Build tightly focused ad groups right away for More accurate competitive metrics. Tighter Bid Control. More specific metrics help you spot issues early. 9. #thinkppc Tip #2: Small Volume Review Dimensions Tab Search Terms Defining volume Search Term Report 10. #thinkppc Tip #2: Small Volume Review Negatives Improved product descriptions Test! SEO best practices Consider (but ultimately resist) keyword stuffing Test new descriptions for improved targeting No keyword targeting Identify spend-wasters and upload to negative keyword list Keep careful documentation of your changes! 11. #thinkppc Tip #3 Large Volume: Expansion Start By Creating High Level Product Groups Segment by your main feed categories. If you dont have these, set them up right away. Build a Catch-All Campaign Use your search data for initial negative keywords. 12. #thinkppc Tip #4: Large Volume SQR The new SQR What AdWords tells you Dimensions Tab Search Terms Defining volume 13. #thinkppc Tip #4: Large Volume SQR Dimensions Tab Product Type (Feed sourced) Category level (Google magic) 14. #thinkppc Tip #4: Large Volume SQR The other new SQR Analytics to the rescue! 15. #thinkppc Tip #5: Large Volume: Expansion II Further Refine Your Initial Expansion Create generic/category. Create higher priority model campaigns Edit Your Feed as needed. 16. #thinkppc Tip #6: Large Volume Inventory Optimization Product Inventory - When AdWords search term lists just arent enough Scenario: Product CTR is strong But: Conversion rate is terrible Meaning: Price point is competitive but shopping experience is lacking Solution: Identify those products that dont have great variety 17. #thinkppc Tip #6: Large Volume Inventory Optimization Step 1: Examine your inventory for most frequently viewed variation - Average apparel sizes such as mens track suits - Common product colors or styles such as kitchen mixers 18. #thinkppc Tip #6: Large Volume Inventory Optimization Step 2: Identify product styles that fail to offer a products in your most popular range and either reduce bids or pause entirely until inventory better supports these products Style Quantity Brand 1 Marilyn 247 Brand 1 Wheelie 227 Brand 3 Eureka 171 Brand 1 Larissa 97 Brand 2 Handstand 95 Brand 1 Wilkin 94 Brand 2 Girl Plush 83 Brand 3 Chranson 70 Brand 1 Rust 53 Brand 1 Willow 51 Brand 4 Nirvana 50 Great coverage Bid aggressively High CTR, Low inventory Reduce bids or pause until new inventory arrives 19. #thinkppc Live Poll Question #3 What area of Google Shopping campaigns is your biggest pain point? #thinkppc a) Appropriate coverage/segmentation b) Understanding efficient spend opportunities c) Analyzing my Shopping data d) All of these e) None of these- Ive been reading PPC Hero every day and I know my stuff! 20. #thinkppc Tip #7: Product Review Ratings! Product Reviews Beta: https://services.google.com/fb/forms/productreviews/ Higher Prices YES Fantastic Ratings YES Do I click? YES! Does Jake click? 21. #thinkppc Tip #8: Optimizing Performance Product groups are finicky Watch out for overwriting your old structure with new additions. Be careful of the select all in the interface. Double check your excluded selection. Make Use of The Dimensions Tab Break down metrics across campaigns. Easier Reporting . 22. #thinkppc Wrapping It Up As With Anything Your Strategy Depends on, Account Size Goals Time Invested Large/Expanding Accounts will want to focus on, Targeting many broad areas Gradually focusing over time Finding the most profitable areas and product offers. Smaller/Tighter focused accounts will want to focus on, Immediately advertise in specific areas. Heavily reducing inefficiencies from the start. 23. #thinkppc Need Help? Would you like help with your PPC accounts and management? Im interested in: o PPC Management: We handle the day-to-day management of your PPC account. o Account Audit: We review your account for optimizations. o PPC Retainer: We handle only specific needs within your account. o FREE Solutions Blueprint: We look at your account and provide analysis and consultation (For accounts with $20K+ in adspend). 24. #thinkppc Live Q&A Time! 25. #thinkppc Have more questions? Thank you for attending our webinar! #thinkppc Get a free Solutions Blueprint from Hanapin Marketing (for accounts greater than $20K/mo in adspend): http://www.hanapinmarketing.com/solutions-blueprint-sign-up Or Contact us Directly: Webinar Feedback: marketing@hanapinmarketing.com