Post on 17-Jan-2017
transcript
Pavol Adamčák ui42
with help of Magic Script
How do we automate Google shopping
Automation agenda:
1. Set up2. Management3. Bidding automation
Back in 2014...
@bloomarty
@bloomarty
> running shoes
> asics running shoes
> asics gel 1170 running shoes
@bloomarty
@bloomarty
> running shoes
> asics running shoes
> asics gel 1170 running shoes
> running shoes
> asics running shoes
> asics gel 1170 running shoes
@bloomarty
> running shoes
> asics running shoes
> asics gel 1170 running shoes
@bloomarty
> running shoes
> asics running shoes
> asics gel 1170 running shoes
@bloomarty
edit
> running shoes
> asics running shoes
> asics gel 1170 running shoes
€0,10
€0,30
€0,50
€0,30
€0,50
@bloomarty
Generic
Brands
Products€0,50€0,50
> running shoes
> asics running shoes
> asics gel 1170 running shoes
€0,10
€0,30
€0,50
€0,30
€0,50
@pavoladamcak
Campaign Bids
Generic
Brands
Products
Low
€0,50
VeryHigh
High
@bloomarty @pavoladamcak
Campaign Negative Keywords Bids
Generic
Brands
Products
product specific terms
brands
product specific termsLow
€0,50
VeryHigh
High
@pavoladamcak
Campaign PriorityNegative Keywords Bids
low
medium
highRest
Brands
Products
product specific terms
brands
product specific termsLow
€0,50
VeryHigh
High
@pavoladamcak
Campaign PriorityNegative Keywords Bids Budgets
low
medium
highRest
Brands
Products
product specific terms
brands
product specific terms
separatebudgetsharedbudget
Low
€0,50
VeryHigh
High
@pavoladamcak
Campaign PriorityNegative Keywords
Bids Budgets
low
medium
highRest
Brands
Products
product specific terms
brands
product specific terms
separatebudgetsharedbudget
Low
€0,50
VeryHigh
HighStatic
@pavoladamcak
Automate:
1. Set up2. > Managing <3. Bidding
asics gel 1180Priority: low
Products Campaign
0.75
asics running shoes
orange running shoes
Priority: med. Brands Campaign
0.50
Negatives:gel 1170gel 1180
...
Priority: high.
Rests Campaign
0.25
Negatives:gel 1170gel 1180
AsicsNike
...
@pavoladamcak
NB ml5749Priority: low
Products Campaign
0.75
NB running shoes
Blue running shoes
Priority: med. Brands Campaign
0.50
Negatives:gel 1170gel 1180ML 5749
Priority: high.
Rests Campaign
0.25
Negatives:gel 1180ML 5749
AsicsNike
NewBalance
@pavoladamcak
1660 changesRan in 10 mins
Campaign PriorityNegative Keywords
Bids Budgets
low
medium
highRest
Brands
Products
product specific terms
brands
product specific terms
separatebudgetsharedbudget
Low
€0,50
VeryHigh
High
Negative keywords scripts
Account level script: https://goo.gl/Wnl0wp
MCC level script: https://goo.gl/YiGy18
@pavoladamcak
Agenda:
1. Set up2. Managing3. > Bidding <
Options:
1. eCPC2. Target ROAS
Options:
1. eCPC2. Target ROAS
Options:
1. eCPC2. Target ROAS
“There are not so many e-commerce projects around that have enough data for ROAS bidding to be successful, you are better of with eCPC bidding”
#googleunofficial
Options:
1. eCPC2. Target ROAS
“There are not so many e-commerce projects around that have enough data for ROAS bidding to be successful, you are better of with eCPC bidding”
#googleunofficial
Options:
3. ???
Options:
3. Build something yourself?
... bidding on each product in XML feed*with good structure and negatives, that’s as close to actual “search term” bidding as you can get
@pavoladamcak
... take more than 30 days of conversion data
@pavoladamcak
... share statistics among product groups*even among adgroups
@pavoladamcak
Product 1170
Product 1180Sub-brand A1 (Asics Gel)
Product 5
Product 6
Product 7
Product 8
Brand A (Asics)
adgroup
Product group
Product 1190
Sub-brand A2 (Asics else)
Product 1199
@pavoladamcak
Product 1170
Product 1180Sub-brand A1 (Asics Gel)
Product 5
Product 6
Product 7
Product 8
Brand A (Asics)
adgroup
Product group
Product 1190
Sub-brand A2 (Asics else)
Product 1199
@pavoladamcak
Product 1170
Product 1180Sub-brand A1 (Asics Gel)
Product 5
Product 6
Product 7
Product 8
Brand A (Asics)
Product group
Product 1190
Sub-brand A2 (Asics else)
Product 1199Structure maintenance scripts
Account level: https://goo.gl/fB8ury
MCC level: https://goo.gl/9O2508
@pavoladamcak
<script>
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<script>
<script>
<script>
<script>
2179 changes to bidsOver last night only
@pavoladamcak
@pavoladamcak