CPC Strategy: 5 Google Changes You Need To Make In Less Than 25 Days On

transcript

5 Google Changes You Need To Make in Less Than 25 Days

#cpcwebinar

More than $35 million a year in managed ad spend

Founded in 2007

Over +250 active clients

Top 50 fastest growing companies in San Diego

Google Partner

Services Include

Retail-focused Paid Search (PPC)

Product Listing Ads Management

Dynamic Remarketing

Product Feed Management

Visit CPCStrategy.com/packages

We Drive Conversions by Matching Retail Inventory with Consumer Intent.

#cpcwebinar www. CPCStrategy.com | (619) 677-2453 | contact@cpcstrategy.com

Webinar Housekeeping

Mary WeinsteinDirector of Content @MerryWhy

Webinar Recording & Questions

Stay tuned for webinar recording email

Q&A following the presentation

Submit questions in the Chat box to the right

Tweet #cpcwebinar

Logistics

Jeff ColemanDirector of Retail Search

Speakers

Webinar Housekeeping

Jeff ColemanDirector of Retail Search

@CPC_Jeff

7+ years of CPC program expertise

Google Analytics certified

Google AdWords certified

Runs our Google Shopping & CSE training program

New Dad

What We’ll Cover

What We’ll CoverNew Campaign Creation In AdWords

Feed Updates

PLA Shopping Transition Checklist

Bid Modifier Setup

Campaign Optimization

What We’ll Cover

New Campaign Creation

Select the new Shopping campaign from the campaign creation drop-down menu

Set your Campaign Priority

Campaign Priority Online vs. Local

Now Pause Your Campaign

Adding Product Groups

Category (Google Product Category) Brand Item ID Condition Product Type Custom Label 0 - 4

Building Out Your Campaign

Using A 2nd Attribute

All Products

Conair Health & Beauty

Everything Else Conair

Exclusions

All Products

Everything Else Conair

What We’ll Cover

Feed Updates

Bid Modifier Setup

What We’ll Cover

Feed Updates

All Products

Custom Labels

Custom Labels – A new name for the old AdWords Labels column

You can include up to 5 Custom Label columns

Each Custom Label column can only contain ONE value

Feed Updates

All Products

Revisit Feed Optimization

Title Character Limit: 150 Characters

Description Character Limit 5,000 Characters

Recommended Columns Optional, if you don’t want to rank well

Feed Updates

X Bad Title

Feed Updates

X Bad Title

Good Title

What We’ll Cover

Feed Updates

Bid Modifier Setup

What We’ll Cover

Shopping Transition Checklist

Upgrade Without Losing Profit

Create Your New Campaign & Pause It Immediately

Copy Over Your Settings – Budget, Mobile Bid Adjustment, Ad Schedules, etc.

Copy Over Your Settings – Budget, Mobile Bid Adjustment, Ad Schedules, Etc.

Copy Your Adwords Labels Over To Custom Label Columns

Be sure to change AdWords labels to Custom Labels when transitioning to Shopping Campaigns

Copy Your Adwords_labels Over To Custom Label Columns

Build Out Your Campaign

Copy Your Bids Over

Ensure Processing – Monitor Product Count

Copy over your settings – Budget, Mobile Bid Adjustment, Ad Schedules, etc.

Copy your AdWords_Labels over to Custom Label columns

Build out your campaign

Copy your bids over

Turn It On!

Copy Your Bids Over

Turn It On!

Pause Your Old Pla Campaign

What We’ll Cover

Feed Updates

Bid Modifier Setup

What We’ll Cover

Bid Modifier Setup

What Is A Bid Modifier?

NOT A New Bid

Percentage Change On Product Group Bid

3 Common Types

Mobile

Location

Ad Scheduling

Bid Modifier Setup

Mobile Bid Modifiers

Mobile is the fastest growing segment of ecommerce

Conversion rate on mobile traffic remains low

If you don't have a mobile optimized site, start with a bid of

-25% to -50% on Mobile traffic 33% of Google

search clicks come from

mobile

Bid Modifier Setup

Mobile Bid Modifiers

Analyze your ad performance using the Dimensions tab in AdWords:

Bid Modifier Setup

Location Targeting

Start tracking Geographic performance as soon as you make the switch to the new Campaign - the State level is a perfect place to start

Decide which regions to target based on your site, audience, and performance goals.

Consider segmenting for online and B&M locations.

Start with State-level bids

Adjust geo bids every 30 days based on performance

Bid Modifier Setup

Location Targeting

Bid Modifier Setup

What Time Do Your Visitors Shop The Most And Convert Highest?Create an Ad Schedule as soon as you make the switch. Break it out into six, 4-hour blocks:

i.e. Midnight - 4 AM, 4 AM - 8 AM, 8 AM - Noon, etc.

Consider running ads during peak times on off-days to measure

and test performance

Modify spend and budget based on high converting days

and times

Remember to look at performance for individual campaigns, ads, and your campaign as a whole.

Bid Modifier Setup

Ad Scheduling

What We’ll Cover

Feed Updates

Bid Modifier Setup

What We’ll Cover

Campaign Optimization Using Competitive Metrics

Impression Share

Bid Simulator

SKU Reporting On The Dimensions Tab

Impression Share (How Often You’re Showing Up For Relevant Searches)

You want your best converting products to have high impression share.

Bid Simulator

Increase bids to find the sweet spot between traffic and ROI Consult this tool when making bid changes

SKU Level Reporting You can find data all the way down to the SKU

Use these reports to identify Top Sellers or Poor Performers

Identify different brands or product types to construct new product groups

All reports from Dimensions Tab are downloadable

Get Started with Google Shopping

Build out slowly- Build out based on product performance. Optimize & format feed properly Use new metrics & reporting to your advantage

Google Shopping Guides http://cpcstrategy.com/resources-retail-search/

Get Started with Google Shopping Campaigns

CPCStrategy.com/Packages

Questions? Shoot Us An Email

We’re On The Front Lines Of Understanding The Latest Developments Of Retail Search.

Not just from Google or what people say, but through the use of our own experience and best practice.

Product Listing Ads Paid Search (PPC) Amazon Marketplace Consulting

Questions? Shoot Me An Emailmary@cpcstrategy.com

@MerryWhy

Check Out Our Extensive Library Of Resources On Retail Search

CPCStrategy.com/Resources-Retail-Search

CPC Strategy: 5 Google Changes You Need To Make In Less Than 25 Days On

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