Bratislava, 28. October 2019

Google SHOPPING

PPCEE

SlopeLift in a nutshell:

aONE-STOP-SHOP

for PERFORMANCE

MARKETING in

DACH & CEE

Florian FischerHead of Paid Performance

Konstantin KasapisCEO & Head of Sales

Richard MaurerHead of SEO

SlopeLift ONE-STOP-SHOP

SEA SEO

RTB

PAID

CREATIVES

ORGANIC

DATA

CONTENT MARKETING

SlopeLift Clients

… and many more!

-

““

Never before were customers so hard to satisfy...

Sundar Pichai

-

““

...but never before, marketeers had so many tools at hand.

Sundar Pichai

Account Management yesterday ...

OPERATIVES MANAGEMENT

REPORTING

DATA

ANALYSE

STRATEGIE

… Account Management today

STRATEGIE

REPORTING

OPERATIONS

DATA

ANALYSE

Pillars of Efficiency

CONSULTING

HANDS ON

AUTOMATION

GOALS

Google Ads Spaces

TextAd (ETAs) SERP SER

VIC

ES

MA

PS

FLIG

HTS

HO

TELS

SHO

PP

ING

SHOPPING

THE BASICS

You’re a shop, Know your goals!

Visibility Conversions

Clicks Cost-Revenue

Revenue

Cos

t

Learn from your customer!

GOOG

SEARCH

GOOGLE ADS

ANALYTICS

TRACKING

Last Click

First Click

Position based

Linear

Advancing model

Data Driven

Know your touchpoints & ATTRIBUTE!

Smart Success with Smart Campaigns

Old School MANUAL BIDDING Hot BUZZ! SMART SHOPPING

Match Type

Device

DSA

RLSA

BROAD Campaign

EXACT Campaign

PHRASE Campaign

MOBILE Product

DESKTOP Product

TABLET Product

10 Days

20 Days

30 Days

DYNAMIC SEARCH

KAMPAGNE

Match Types / Devices / Audiences / DSA

AdGroup

AdGroupAdGroup

AdGroup

AdGroupAdGroup

AdGroup

AdGroupAdGroup

AdGroup

AdGroupAdGroup

AdGroup

AdGroupAdGroup

AdGroup

AdGroupAdGroup

AdGroup

AdGroupAdGroup

AdGroup

AdGroupAdGroup

AdGroup

AdGroupAdGroup

AdGroup

AdGroupAdGroup

Smart Campaigns with Smart Bidding

Different strategies for your Smart Campaigns

Optimize Revenue with flexible budgetstROAS

Optimize Bids with flexible budgetstCPA

Maximize conversions with fixed budgetsConvMax

Optimize Bids partially manualeCPC

Decision time - What bidding strategy?

Do you have Conversion-Tracking?

NO

Add Conversion-Tracking!

YESDo you pass conversion

values in addition to conversions?

Do you have a specific ROAS goal?

Do you have a specific CPA goal?

Use Target ROAS!

Use Maximise Conversion Value!

Use Maximize Conversions!

Use Target CPA!

YES

NO

YES

NO

NO

YES

SHOPPING ADS SINGLE PRODUCT GRAPH IMAGE SEARCH

FEED, FEED, FEED

CASESTUDY RUNNING SHOES

SITUATIONWell formatted feed, good exposure in Google Shopping.

But...

Titles with low search volumine keywords.

No “Money Keywords” in description.

Some columns not filled properly.

Feed Exports - Feed Experts

RAW DATA ENRICH SPECIFICS

IMPORT INTERMEDIATE EXPORTS

CASESTUDY RUNNING SHOES

STEP 3

Anreicherung von Titles & Descriptions

“Salomon Speedcross 4”“Salomon Speedcross 4

Trailrunningschuh - blau”

Titel in der Kontrollgruppe

unverändert

Titel in der Testgruppe

angereichert

CASESTUDY RUNNING SHOES

Salomon Speedcross 4 Trailrunner blue-

Brand Product categoryProduct name Color

“Salomon Speedcross 4 Trailrunner - blue”

CASESTUDY SPORTSCHUHE

52% more visibility in the first year

87%more revenue without higher bids in the first year

Only by brushing up your feed ...

RESULTS

… wait until you start to optimize your campaigns.

COMPARISON SHOPPINGSERVICES

Google & the EU

Google’s “CSS”

20% lower CPCs

centralized management

Complete CEE roll-out imminent (some started already)

Special, dedicated Google Support and contact for Shopping Campaigns

A SLOPELIFT CSS

GET ONLINE, PUSH OFFLINE

… just do or both

Get from OFFLINER to ONLINER

STEP 1

STEP 2

STEP 3

STEP 4

Develop an Online-Presence!

Launch your Online-Shop!

Establish your Online-Shop as alternative!

Treat your Online-Shop as a REAL branch!

Or help the ONLINE customer OFFLINE

Local Inventory Ad

Product SearchPrice ComparisionAvailabilityStore

When do you need what platform

SEARCH

SHOPPING

DISPLAY

MY BUSINESS

STEP 1 STEP 2 STEP 3 STEP 4

Tools,Navietc.

The “enemy” is everywhere

YOUR QUESTIONS

LET’S DISCUSS

Konstantin Kasapis

konstantin.kasapis@slopelift.com

Mobile +43 699 19 02 29 84Line +43 1 945 29 62

www.SlopeLift.com

Ihr KONTAKT

COPYRIGHT

Alle hier vorgestellten Ideen und Vorschläge sind geistiges Eigentum von SLOPELIFT PM MEDIA GMBH und unterliegen dem Urheberrecht. Jede Vervielfältigung im Ganzen oder in Teilen sowie die Weitergabe an Dritte ist nicht gestattet. Für den Fall, dass es nicht zur Auftragsvergabe an pilot kommt, dürfen die hier vorgestellten Ideen und Vorschläge nicht vom Kunden verwendet werden.