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#thinkppc&
Best Practices To Optimize Your Holiday
Shopping Feed In Real-Time
HOSTED BY: &
#thinkppc
Presenters
• Liza Ansher
– Digital Consultant at Google
• Matt Umbro– Senior Account Manager at Hanapin Marketing– PPC Hero Blogger
– @Matt_Umbro
#thinkppc
Who is Hanapin?– Run the world’s most popular PPC
blog and conference.– We manage and optimize global paid
search, paid social, and display programs.
– Within 12 months, brands can expect a 250% increase in their growth trajectory.
#thinkppc
#thinkppc
Our Clients
#thinkppc
#thinkppc
Join the conversation
• Include the hashtag #thinkppc in your Twitter tweets.
Or use the webinar question box to send us questions.
#thinkppc
Live Poll Question #1
How long have you been in PPC?#thinkppc
A. Less than 1 yearB. 1-3 yearsC. 3-5 yearsD. 5+ years
#thinkppc
12 Business Days until Black Friday.
#thinkppc
88% of retailers started offering promotions in the first week of November in 2015.
#thinkppc
Expect higher purchase intent starting in late November
Nov 1 Dec 31
Thanksgiving
Day
Black Friday
Cyber Monday
Up to 60% growth in conversion rates during peak holiday season in 2015
Average conversion rate Nov-Dec 2015
#thinkppc
Shopping Ad Optimizations
123 Add Enhancements
Improve Product ContentOptimize Your Merchant Center Feed
Now - early Dec.
Holiday Checklist:
45
Review Shopping Campaign Setup
Optimize Shopping Campaigns
#thinkppc
Improve Product Content
● Increase click through and engagement from Shoppers ● Get items to show up in relevant queries ● Grow total impressions to reach more shoppers
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First, standardize to match Google’s requirements
Not all clients label items as ‘new’. A value of ‘man’ is different than ‘male’. Comb through these attributes and update their values to Google standards
OptimizationAttribute
Gender
Age
Condition
Availability
Before Optimization
Mens, Girls, Ladies
16+, Young Adult, Teen
OEM, Refurb, Reconditioned
OOS, Presale
Update all values to male, female or unisexNewborn, infant, toddler, kids and adult
New, used, refurbished
Preorder, In Stock, Out of Stock
#thinkppc
Better match values to consumers’ behavior
Consumers are specific in what they want
What are possible search queries to try to find this specific boot?
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Importance of data optimization
Consumers are specific in what they want
“Rain boots”
“Spotted yellow rain boots”
“Polka dot boots”
“Women’s rain boots”
#thinkppc
Using Google Trends to determine shopper preference
Figure out how the targeted audience is searching for products.
Example“Spotted boots” vs “polka dot boots”
potential impressions
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Importance of data optimization
Yellow Rain Boots$49.99Acme Boots
Women’s Polka Dot Rain Boot$49.99Acme Boots
Highlight the attributes which make the products unique
#thinkppc
Standard optimizations to ‘title’
Add sizes of items to the end of ‘title’
Indoor Running Shoes$49.99Acme Shoes
Indoor Running Shoes Size 9$49.99Acme Shoes
#thinkppc
Standard optimizations to ‘title’
If a high-value or known ‘brand’ is in the merchant’s feed, place the ‘brand’ at the beginning or end of the ‘title’ attribute
Studio headphones$99.99
AcmeElectronics
Beats Studio Headphones$99.99
AcmeElectronics
#thinkppc
Using product titles that speak with users
Think of your titles as ad copy - they help a customer choose your product:✓ Titles: Avoid ‘spam’ such as all capitals, keyword-stuffing, promo text✓ Sizes, Color, High-value Brand✓ Structure: include high value product brands at the beginning of the title followed by product
variant info; move important keywords to the front✓ Length: scrutinize it well as truncation occurs at 35 and 70 characters
Review the titles for your most important products and ensure you’re appealing to what your customers want
#thinkppc
Optimize titles
#thinkppc
Optimize Your Merchant Center Feed
Enable automatic item updates to help scale
data management
Easily coordinate changes to
products and find missing inventory
for your feed
#thinkppc
Automatic Item Updates to avoid disapprovals
Update price and/or availability values served in Shopping Ads when the information in a merchant’s feed doesn’t match the information on their website.
Enabling AIU, and having accurate associated microdata, reduces the risk of account suspension for price and availability mismatches.
$5.99
$5.99
$7.99
$7.99
$7.50
$7.50
#thinkppc
Optimize Your Merchant Center FeedThere are 2 steps to turn AIU on for an account:
1. Make website price and availability information available to Google by implementing schema.org microdata on product landing pages.
2. Enable automatic item updates in the Google Merchant Center account.
#thinkppc
Easily transform the data with Feed Rules
Update shipping labels
Create custom labels for campaign management
Use to separate groups by price or margin for better sales potential
Bucket categories or brands in a custom label for easy product group segmentation in AdWords
Why: IT Resourcing is hard to find, and advertising needs may get deprioritized. Take feed changes into your own hands!
#thinkppc
Find missing inventory for your feed
Available in Google
Merchant Center
5 reference prices from sample merchants as competitive price points in the market for this product
CSV downloadof the top 100 products missing from your feed
#thinkppc
Enhancements: Merchant Promotions
● % or $ off: “15% off all shoes”● Free Gift: “Free lipstick with
purchase” or Free Gift Card● Free Shipping: “Free shipping
on orders $49+” (VALID CODE REQUIRED)
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Enhancements: Trusted Stores
#thinkppc
Campaign StructureDetermine Shopping structure according to your products. Attributes may include:
● Highest profit margin products● Highest profit margin brands● Top sellers● Product types● Inventory
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Campaign StructureSet campaign priority and inventory filter
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Campaign StructureConsider:
● Adding negative keywords to individual campaigns to ensure query shows in right campaign
● Running Shopping campaigns on the Search Partner Network● Running an “All Products” campaign at a low bid to act as a
catch-all
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Filters
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Filters
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Filters
Use filters to find converting queries that can be added into text ad campaigns, or, create new text
ad campaigns if the queries aren’t present
#thinkppc
Filters
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Shopping RLSA
Layer your Shopping campaigns with remarketing audiences or create new, RLSA-only Shopping
campaigns
#thinkppc
Shopping RLSA
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Shopping RLSA
● Assign audiences at the ad group level - campaign level assignments coming soon!
● Begin bid adjustment at roughly +50% - +75%
● Just like text ad RLSAs, continually monitor traffic and make adjustments as necessary
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Customer Match
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TrueView For Shopping
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Key Takeaways: Part One
✓ Mirror product information on the website so that users know what they’ll find once they click.
✓ Place important information first, as titles might be truncated on the results page.✓ Take advantage of Auto Item Updates, Feed Rules, and Assortment Reporting ✓ Apply for Merchant Promotions and Trusted Stores
Checklist
#thinkppc
Key Takeaways: Part Two
✓ Determine a campaign structure that complies with your goals
✓ Utilize campaign priorities and custom inventory filters where applicable
✓ Constantly run product group and search query filters for optimization efforts
✓ Add RLSA audiences to your Shopping campaigns and consider Customer Match
Checklist
#thinkppc
Offers!
A. Get an account analysis by the experts at Hanapin (For accounts spending 15k+/month)
B. No Thanks!
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Live Q&A Time!
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Thank you for attending our webinar! #thinkppc
• Contact Us Directly: [email protected]
Hanapin Marketing | The PPC Agency of Experts Behind PPC Hero and Hero conf