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HOSTED BY Get Ready for the Holiday Season with Shopping Campaigns
HOSTED BY
Get Ready for the Holiday Season with Shopping Campaigns
WEBINAR housekeeping
• The webinar is recorded and will be made available by email
• The slides will also be available by email
• Q&A session at the end of the webinar
• Use the Chat box to submit your questions at any time
SPEAKERS
Elizabeth Marsten
Vice President of Search Marketing
Portent Inc.
Sara Waters
Account Strategist
POLL Question
What is your level of expertise with PLA/Shopping Campaigns?
1. I’m an expect in PLA/Shopping Campaigns
2. I have some experience in PLA/Shopping Campaigns
3. I have no experience
Agenda
Shopping campaigns at-a-glance
The Holiday Season: What to Expect and How to Prepare
Beyond the Basics
Google Confidential and Proprietary
Why Shopping Campaigns
Google Confidential and Proprietary
Retailers organize, plan and price their inventory
Google Confidential and Proprietary
Retail-centric campaign management
Advanced reporting
Competitive landscape data• Track against your competitors with benchmark CTR and max.
CPC• Get insights into your competitive landscape with impression
share• Estimate your impression and click opportunity with Bid
Simulator
• Browse your products in AdWords• Merchandise your products into product groups• Promote your sales with campaign priorities
• View performance data by product attribute• Analyze item-level performance regardless of structure
Shopping campaign benefits
● Campaign structure should allow you to bid according to products’ values
● For example, you want to bid up on your high margin items and bestsellers
● So, identify which of these behaviors aligns with your existing PLA campaign
Most campaigns use 1 of 3 approaches
Products Performance Hybrid
“I bid on my top- and low-performers differently.”
“I bid according to my catalog
and performance.”
“I bid on my brands and
product lines differently.”
Merchandise by product lines and brands
● Create product groups to bid differently on various product lines or categories
● Attributes: product_type (or Google product category), brand
ApparelProduct type level
1
WomensProduct type
level 2
MensProduct type
level 2
Everything else
Acme ApparelBrand
Everything else
Beta BrandedBrand
Everything Else
Catalan ClassicsBrand
Everything else
Best SellersCustom label 0
High marginCustom label 1
Low marginCustom label 1
Everything Else
111Item ID
Everything Else
222Item ID
Everything Else
333Item iD
Everything Else
Merchandise purely by performance
● Subdivide your inventory by performance, margins or sales
● Get as specific as bidding on individual, high-value products by ID
● Attributes: custom labels, item ID
Merchandise by products and performance
● Segment your inventory with a combination of attributes
● At deeper-levels, focus on a smaller number of products
● Consider using custom labels for cross-product line promotions like Back to School
Everything Else
ApparelProduct type level
1
WomensProduct type
level 2
MensProduct type
level 2
Everything Else
BestsellersCustom label 0
Everything Else
1111id
High marginCustom label 1
Everything Else
SHOPPING CAMPAIGNSdon’t
Beyond the Basics
Multiple ad groups:
The Do’s and Don’ts
Aim for 1 ad group per campaign
● Shopping campaigns helps you easily subdivide and bid on your products within one ad group
Benefits of using a single ad group
● Eliminate product bidding overlap
● Easily subdivide your inventory into product groups
● Identify which products don’t have specific bids
● Streamline your campaign management
Use multiple ad groups only if you...
● Adjust mobile bid modifiers differently across products
● Use a more granular negative keywords strategy
Prevent overlap across multiple ad groups
● If you do use multiple ad groups, you’ll end up with multiple automatically created Everything else in ‘All products’ groups
● To prevent bidding overlap, exclude all but one of these groups
Ad group #1 Ad group #2
Multiple campaigns:
When to…
There are 3 main reasons for multiple campaigns:
1
2
3
Allocate budget across a subset of products
Respond to the retail calendar / promotions
Target multiple countries
Google Confidential and Proprietary
Upgrade multiple campaigns to allocate budget across inventory - ask yourself:
● Do you have different product lines / departments with separate budgets?
● Do you have certain products that drive more revenue than others?
● Do you have seasonal or promotional products?
Drive Incremental Traffic to Bestsellers
If you answered yes, create multiple Shopping campaigns to
allocate budget to specific subsets of products and improve your
return
ACME
Bikes
PartsBicycles$35
0Everything else
Everything else
$150
Parts
Bicycles$20
0
Google Confidential and Proprietary
Use at least 1 of 2 new functionalities to thoughtfully divide your inventory across campaigns and prevent bidding / budgeting overlap:
campaign priority and exclusions.
Support Retail Sales with Multiple Campaigns
Core Campaign
BestsellersCampaign
On-Sale / Seasonal Campaign
Flexible, efficient structure for short-lived promotions
Uncapped potential for your top performing products
Foundation for long-term testing and optimization
Google Confidential and Proprietary
● Exclusions let you not bid on certain products
Exclusions Prevent Multiple Bids on Products
Google Confidential and Proprietary
● Use campaign priority to tell Google which campaign’s bid to use for a single product when multiple are available across multiple campaigns in an account
● For products with multiple bids in campaigns with the same priority, Google uses the highest bid available
Campaign Priority Lets You Tier Campaigns
Example: campaign for summer apparel
● Your core campaign is structured to bid on product lines and brands, but you want to promote a few items as part of a summer sale
● Instead of editing your core campaign, create a campaign just for sale items -use high priority to tell Google to use the bids in the seasonal campaign
● When your sale is over, simply pause the sale campaign
Apparel
Womens
Mens
Everything else
Acme Apparel
Everything else
Beta Branded
Everything Else
Catalan Classics
Summer SaleShort-sleeved shirts + Shorts
Low Priority
Everything else
High Priority
Target different countries
● Because tax, shipping, language, and currency vary from country-to-country, you’ll need to create a separate campaign for each country where you sell products
● Ensure the country of sale in your AdWords location settings matches the country your data feed is targeting and customized for in Merchant Center
Campaign 1
US
Campaign 2
Germany
Campaign 3
France
Tip: required attributes may vary across countries - check the feed specification.
NEW: Upgrade Tools
Check out the Shopping campaigns upgrade tool
● See which campaigns are not upgraded in your AdWords Settings tab
● Click on the name of a campaign with the “Not submitted” status to get started
The upgrade tool creates a Shopping campaign based on your regular PLA campaign and its historical performance data.
$100/day
Tip: get upgrade tool step-by-step instructions.
The tool walks you through a few steps
1. Choose a status for your campaigns once the Shopping campaign is created
○ Recommended: keep your regular PLA campaign enabled and pause your Shopping campaign so you can review it before it goes live
2. Click “Create campaign(s)”
○ Can take up to 24 hours - don’t edit your regular PLA campaign at this point
Upgrade tool alerts
Certain settings aren’t compatible with Shopping campaigns
● E.g. AdWords labels / groupings, automatic bidding, etc.
● We’ll flag these with a yellow triangle and give you details
!
!
Other issues may prevent a campaign from being eligible to use the upgrade tool at all
● E.g. exceeds campaign limits, invalid inventory filter values, etc.
● To use the tool, you’ll need to address the issues listed next to the red triangle and wait 24 hours before re-visiting the upgrade tool
While many campaigns are compatible with the upgrade tool, some features / settings are not. If parts or all of a campaign is ineligible, an alert with appear:
A Christmas
Journey
Winning Online Sales in 2014
EARLY START29% of shoppers will have
started holiday shopping before Halloween
Top US Online & In-Store Spending Days - Holiday 2013Mon Tue Wed Thu Fri Sat Sun
Nov 25 26 27 28 29 30 Dec 1
2 3 4 5 6 7 8
9 10 11 12 13 14 15
16 17 18 19 20 21 22
23 24 25 26 27 28 29
30 31
Cyber Monday
Green Monday
Black FridayT-Giving &Hanukkah
Christmas
Top In-Store Spending Days Top Online Spending Days
Free Shipping Day
#2 In-Store
#3 In-Store
#4 In-Store
#5 In-Store
#6 In-Store
#1 Online #2 Online#3 Online
#1 In-Store
#4 Online
#5 Online
#6 Online
Submit your whole inventory in the feed and make sure you stay competitive when promoting your offers - competition also wants to take advantage of Christmas season
Clean your feed well ahead of Black Friday (mid-November)
Make sure to include your full & up to date inventory in the feed. Upload your feed more frequently if your products are likely to be out of stock. Use high quality images. No price/availability mismatch between the feed and landing page to avoid account disapprovals. Check the Data Quality and Dashboard page in Google Merchant Center to solve errors.
Optimize Your Shopping Presence
Stay competitive as queries raise and competition intensifies
Regularly check Impression Share, CPC and CTR benchmarks. Avoid budget limitations especially for profitable product types. Help yourself with automatic bidding (eCPC). Be present both on Shopping Campaigns and text ads as shoppers who see your brand on both PLA+Text ads are 3.8x more likely to visit your site. Use custom labels to bid higher on seasonal products.
Be present on all devices for people researching gift ideas on the go
Remember to be present on mobile devices as people using mobile search to make up their mind are 51% more likely to make a final purchase.
Everything else
MERRY CHRISTMAS!
Oh…too soon?
Level Up Your New
Google Shopping Campaigns
Is it Cyber Monday yet?
1. Quick as St. Nick Tips
2. Reporting (for Santa’s List)
3. Feed Management (for Reindeer)
4. Not Google Shopping…Technically
.Quick Tips by St. Nick
Custom Labels
Set ceilings & floors.
Negatives vs. Exclusions
Don’t go crazy.
Negatives vs. Exclusions
Sculpt & suppress.
Multiple Languages, One Country
Multiple Languages, One Country
Country Specific Promotions
Image Testing
You should do this.
Reporting: Santa’s List
Separating Search & PLAs
Separating PLAs & Search
GA Dashboards
Log File Analysis
Feed Management
Manual or Automatic Upload
Google Spreadsheets
Run a Script or Macro
Updated Shipping Options
Not Technically Shopping
Product Ratings - PLAs
Seller Ratings
Google Consumer Ratings
Google Trusted Store - PLAs
Google Catalogs
Free! Audits! For!
Everyone!
Special Offers for Webinar Attendees
Offers - would you be interested in:
1. Free Demo of the Acquisio Performance Media Solution
2. Free PLA /Shopping Campaigns Audit from Portent Interactive
LIVE Q&A
Google Confidential and Proprietary
Resources
Shopping campaigns microsite
Tutorial videos, recorded hangouts, and more
Merchant Center Help CenterSearchable database of everything feeds-related
AdWords Help CenterSearchable database of campaign-related information
Google AdWords blogAll the latest news about AdWords features and opportunities
Google Commerce blogMost up-to-date source of info about Google Shopping and Commerce
Thank you for attending this webinar!
Request more information on Google Shopping Campaigns athttp://www.acquisio.com/contact-us
Or Contact us Directly: [email protected]
Have more questions?
