Post on 12-Feb-2017
transcript
#SMX #33B @SusanEDubWhat to look at, analyze & do to evolve!
REAPING THE FIELDS IN GOOGLE
SHOPPING: ONGOING
OPTIMIZATIONS
#SMX #33B @SusanEDub
Paid Search Tools
#SMX #33B @SusanEDub
Shopping Tools
“It doesn’t matter, it’s just one big broad match campaign anyway.”
#SMX #33B @SusanEDub
#SMX #33B @SusanEDub
Accrue DataRevisit It Maximize Your Money!
So, you launched…
#SMX #33B @SusanEDub
TITLE SLIDE ALTERNATIVE LAYOUT w/ IMAGESTRENGTH TRAINING
AIR TRAFFIC CONTROL: QUERY MAPPING
AIR TRAFFIC CONTROL: QUERY MAPPING
#SMX #33B @SusanEDub
Where would YOU want it matching to?
Account-Level Query Mapping
Search Term Campaign Sum of Impressions Sum of Cost Average of CTR Sum of Conversions Average of Cost / conv.knee high socks 1,330,317 13,371.89$ 7.5% 481 27.80$
Campaign #1 854,643 10,352.95$ 1.7% 293 35.33$ Campaign #2 426,882 2,126.73$ 0.9% 118 18.02$ Campaign #3 23,728 680.98$ 16.1% 46 14.80$ Campaign #4 5,858 135.26$ 7.2% 15 9.02$ Campaign #5 9,843 38.42$ 0.4% 5 7.68$ Campaign #6 2,848 13.69$ 0.7% 2 6.85$ Campaign #7 1,283 9.65$ 0.6% 2 4.83$
#SMX #33B @SusanEDub
1. Search Query Report.
2. Export to Excel.3. Create pivot
table. Rows: Search termAd Group
How You Do It
#SMX #33B @SusanEDub
Create negative keywords to funnel search queries towards the groups that are most profitable.
Negative Keyword All The Things!
Search Term Campaign Sum of Impressions Sum of Cost Average of CTR Sum of Conversions Average of Cost / conv.knee high socks 1,330,317 13,371.89$ 7.5% 481 27.80$
Campaign #1 854,643 10,352.95$ 1.7% 293 35.33$ Campaign #2 426,882 2,126.73$ 0.9% 118 18.02$ Campaign #3 23,728 680.98$ 16.1% 46 14.80$ Campaign #4 5,858 135.26$ 7.2% 15 9.02$ Campaign #5 9,843 38.42$ 0.4% 5 7.68$ Campaign #6 2,848 13.69$ 0.7% 2 6.85$ Campaign #7 1,283 9.65$ 0.6% 2 4.83$
#SMX #33B @SusanEDub
DON’T BURN MONEYSTRUCTURING FOR ROAS &
LIMITED BUDGETS
#SMX #33B @SusanEDub
This is where Ad Groups come in handy vs. Product Groups.
(Remember: No Product Group tracking in Analytics!)
Evaluate your strongest ROAS performersAd Groups ROAS
Ad Group #1 507.60%Ad Group #2 305.07%Ad Group #3 389.39%Ad Group #4 820.26%Ad Group #5 695.12%Ad Group #6 737.80%Ad Group #7 1088.71%Ad Group #8 850.16%Ad Group #9 2230.52%Ad Group #10 3306.22%Ad Group #11 1588.01%Ad Group #12 1455.85%
#SMX #33B @SusanEDub
Test Grouping Strong ROAS & Allocating Budget
#SMX #33B @SusanEDub
Remember What You’re Actually Bidding On
You are bidding on the product
Not on the search query
#SMX #33B @SusanEDub
• Inherent attributes – Physical attributes • These can help with making more granular ad groups
• Client-made attributes – Business-type attributes• These can help with bid and Campaign prioritization.
Evaluate Product Attributes Beyond Feed-Standard Fields
#SMX #33B @SusanEDub
Custom Labels to the Rescue!
Item Custom Label 0 Custom Label 1 Custom Label 2 Custom Label 3 Custom Label 4Thing 1 Winter High Margin New for 2015 DesignerThing 2 Winter Low Margin DesignerThing 3 Fall High Margin Best Seller In-House BrandThing 4 Summer Closeout In-House Brand
#SMX #33B @SusanEDub
Hi. I’m a gorgeous high heel.
I’m teal. I’m a size 8.
But I also now belong in to the following groups because of my Custom Labels:• Designer• High Margin
So where do I live when you build your campaign? Will I wind up in a few ad groups?
The Conundrum
#SMX #33B @SusanEDub
Campaign: Womens’ Shoes – High Margin Ad Group: Heels- Designer
Campaign: Womens’ Shoes – Low MarginAd Group: Heels-Designer
With the right structure, where an item should live becomes easier. These structures can evolve over time as you analyze performance.
All Together Now: Plan Your Structure!
#SMX #33B @SusanEDub
Granular Tends To Be Better
Womens’ Boots
New 20162015 CloseoutsKnee HighAnkle HighHigh MarginBrownBlack
189% ROAS
232% ROAS
Womens’ Boots: High ROAS
#SMX #33B @SusanEDub
BID STRATEGY FUSSING
#SMX #33B @SusanEDub
Manual CPCMaximize ClicksEnhanced CPCTarget Return on Spend (New-ish)
Who Says There’s One Best Way?
#SMX #33B @SusanEDub
Shared Library Bid Strategies
How Does the New-ish One Work?
#SMX #33B @SusanEDub
Exceeded 220% target for a high volume campaign, but volume fell slightly.
And…How Does It Do?
• ROAS before: 261.5%• ROAS after: 279.8%
• Conversion rate before: 4.3%• Conversion rate after:
4.4%
• Transactions per day before: 6• Transactions per day after:
4
#SMX #33B @SusanEDub
Didn’t do so hot with a campaign that had lower volume.
And…How Does It Do?
Conclusion: YMMV.
#SMX #33B @SusanEDub
YOU KNEW I WAS GOING TO SAY THE M-WORD AT SOME POINT.
#SMX #33B @SusanEDub
Physical Storefront & Local Inventory Ads = Value in Radius
Increase bid modifiers to a radius around your physical locations to capture nearby searchers and help drive in-store foot traffic.
#SMX #33B @SusanEDub
Regularly Evaluate Performance By Distance
Remember to make sure your Business account is linked to your AdWords!
#SMX #33B @SusanEDub
Details Auction Insights
Segment Device Type
Export, Add Segment Time Month
How Are You Competing?
#SMX #33B @SusanEDub
Check Out Seasonality Wins & Weak Spots
#SMX #33B @SusanEDub
Check Out Seasonality Wins & Weak Spots
#SMX #33B @SusanEDub
• Query map & negative keywords like a crazy person
• Consider grouping items based on ROAS/margin to drive how aggressive you bid
• Utilize Custom Labels to create more specific groupings and increase your control
• Evaluate mobile user performance based on distance from physical storefronts
• Evaluate mobile performance vs. competition
Let’s Wrap It Up
#SMX #33B @SusanEDubSEE YOU AT THE NEXT #SMX
THANK YOU!