Owning The Q4 Google Shopping Search Results

The 2016

Annual Q4 PPC Virtual Summit

H o w P P C A d v e r t i s e r s C a n P r e p a r e f o r t h e U p c o m i n g H o l i d a y S h o p p i n g S e a s o n

Q4 Summit Layout

Day 1 Owning the Q4 Google Shopping Search Results

Day 2 Lesson from Holidays Past: Maximize Your Q4 Paid Search Campaigns

Day 3 Making Better Marketing Decisions Using Campaign Attribution Models

Event Logistics

• Submit Questions In the Chat Box to the Right

• Session Recording Will Be Sent 9/2/16

• More Resources In the Handouts Section to the

Right

• Poll Questions Throughout Presentation

Q4 Summit Event Coordinator

Nick CotterMarketing Operations Coordinator

OVERVIEW

•Founded in 2007

•Recognized as an Official Google Shopping Partner

•300+ Active Retail Clients

•Top 50 fastest growing company in San Diego 4 years

CLIENTS

SOLUTIONS

• Retail-focused Paid Search (PPC)

• Google Shopping Management

• Shopping Channel Management

• Amazon Sales Acceleration

About CPC Strategy

The CAPx Shopping PlatformProgrammatic Bidding & Management Software

for Google Shopping Advertisers

What is The CAPx Shopping Platform?

• A Programmatic Approach to Google Shopping Management

• Product Feed Optimizer – Product Title Changes• Efficient Custom Label Management• Granular Programmatic Bidding Rules

cpcstrategy.com/CAPx-Shopping-Platform/

September 13th, 14th & 15th

Register: Link in Chat Box

The 2016 Facebook Advertising Summit

How to Approach Facebook Performance Marketing During the Q4 Shopping Rush

Today’s Speakers

Jason BellSenior Retail Search Manager

Lewis BrannonSenior Paid Media

Manager

Owning The Q4 Google Shopping Search Results

Preparing Your Google Shopping Strategy for Q4 Success

Event Agenda

• The Growth & Competition Spikes of Google Shopping

• Importance of Account Structure – Best Practices for Shopping Architecture

• Ever Heard of our ISO Campaign™ Strategy? We’ll teach you.

• Upcoming AdWords you Need to Know About

• Live Q&A

Poll For The Audience…Are you currently targeting search terms for Google Shopping campaigns?

A. Yes

B. No

C. That’s not possible...

The Growth & Competition Spikes of Google Shopping

The Rise of CPCs

Prepping Your Budget ~12% increase in average CPC overall in 2015 ~20% increase MoM in November 2015

YOY Google Shopping Costs

Graph annotation refers to only days leading up to Thanksgiving

30% increase spend without increase in Revenue Be sure to have proper attribution models in place

Time lag Tools > Attribution

RLSAs - Re-engagement

The Rise of YOY Revenue on Google Shopping

The major days―Thanksgiving, Black Friday, and Cyber Monday―all saw large increases in overall revenue, resulting in a 55%, 38%, and 24% increases in conversion value YOY, respectively.

YOY Google Shopping Cost of Sale (CoS)

An interesting trend here is that while the raw numbers for spend and revenue on Black Friday and Cyber Monday were the highest during this 2-week span for 2014 and 2015, both days still saw the best COS percentages.

In short, Shopping is still a very profitable program, but the barriers to

entry for low spend, SMB advertisers have clearly risen over the past 12 months.

Auction Insights

2014

Auction Insights

2015

Best Practices for Google Shopping Account Structures

Basic Google Shopping Account Structure

Basic Account Structure

Custom Labels Even if you don’t plan to actually build out the campaign and pull these levers at launch,

it is always a good idea to collect data along as many points as possible. What data would be useful for you to collect?

Pro Tip: Product attributes work

great to fill up empty custom label columns

Basic Account StructureFinding Search Term Reports You can run this on all your campaigns as well if you want to know your account

wide top performing search queries

Finding Your Site Search DataThis is where you pull the data through Google Analytics

*Note: These are typically not the keywords you are bidding on (PPC). Instead this shows you metrics on the auctions you are winning based upon what the user is actually typing in the search bar.

Ever Heard of our ISO Campaign™ Strategy? We’ll teach you.

What is ISO and why is it so important?

ISO Strategy – [Exact] or “Phrase” Match Targeting

What is it? Ability to target an exact keyword or phrase within Google Shopping w/o the need of

a daily negative keyword addition (ie: SQO Strategy) Shifting focus away from only product-level performance to search query

performance

How is it accomplished?Through the use of both the campaign priority settings and negative keyword

sculpting PROS CONS

Target high or low value queries Potential overexposure of specific products which can lead to lower overall CTR for a given search query

Better control the product mix for these queries on the SERP

Limiting of traffic on Shopping tab if not careful

Control spend/bids on the search query level and not only the product level

Test Drive CAPx Shopping Platform: www.cpcstrategy.com/capx-shopping-platform/

"Isolation Strategy" (ISO) how to set up using priority settings / negativesThe Setup

In a nutshell…

You want your more targeted traffic to actually be housed in your lower priority campaigns Use negatives in your higher priority campaigns to funnel either the [exact] match or “phrase” match

queries into your lower priority campaigns If multiple ISO campaigns™ are created, be sure to exclude their [exact] or “phrase” queries from each

other as well

Pro-Tip: Typically I use negatives lists for each ISO

campaign ™ I create to make it easy to wrap my

head around where these lists should be applied

Catch All / Broad / Explorer – High Priority: because of high priority, this will catch all traffic from queries that are not added as negativesMedium Priority: can be use to capture “phrase” match queries or groups of queries that perform decent but not well-enough to warrant an exact [ISO] campaignISO / Exact – Low Priority: Our actual ISO campaign™, in this example used to target queries which include our brand name


"Isolation Strategy" (ISO) how to set up using priority settings / negatives

The Setup cont.

Further Explanation Think of it instead from the most targeted campaigns to the least targeted campaigns instead of

highest priority to lowest priority – it’s backwards Our most targeted campaign (Bottom of the funnel) is the lowest priority Followed by our Middle of the funnel campaign Lastly by our Top of the funnel campaign which receives the highest priority

Why? The key is, that the highest priority campaign will bid unless there is something holding the higher

priority campaigns from bidding. We force negatives to remove the higher priority campaigns from the ability to bid on these specific

search queries. If you were to structure the priority settings opposite of what I have laid out, you will need to constantly

monitor negative keywords in your highest priority campaigns.


Use Cases & Alternate Structures

The Green ISO Strategy

Isolate to Boost [Green] - Overview

Impression Share Targeting / SERP Ownership Targeting very high impression share (90%+) on specific key

terms

CAMPAIGNPRIORITY SETTING


Isolate to Boost [Green] - The Set Up

Best Performing Queries Go in Low Priority Campaign (Green) Priority Must Always Be Lower Than Red Campaign Quick ROAS Boost Control Poor Cost Analagous to Broad vs. Exact Text Ad Campaigns


Isolate to Boost [Green] - Results

Results From Green ISO Strategy TestBackground Info

Goal - Increase & Monitor Impression Share on Top Performing Queries Push For More Offline Engagement (Phone Calls) on These Terms Control Product Mix On Top Terms Tested In Waves To Monitor Overall Impact on Business & Lessen Risk Unable to See Impression Share on Terms Prior - Tough To Monitor Performance Increase

Learnings Increased Ability to Dominate a SERP Easily Monitor Competitor Performance & React Accordingly Recommended When Looking to Dominate SERP on High Relevant Terms Can Lead to Lower CTR if New Products are Introduced - Thus Leading to Higher CPCs


The Red ISO Strategy

Isolate to Throttle Quick ROAS Gain [Red] - Overview

Improve ROI on Poor Performing Queries Grouping of poor performing keywords into a single campaign

where the average bid will be lower


Isolate to Throttle Quick ROAS Gain [Red] - The Set Up

Value Behind Red ISO

Test this out on some of your poorest performing search terms. Include some of the terms that you have previously added as negatives (unless they are totally irrelevant)

Idea is to re-introduce these search queries into a separate campaign with lower bids than the queries had previously. I recommend keeping bid levels around half of what your current average Max CPC bids are (not avg. cpc)


Isolate to Throttle Quick ROAS Gain [Red] - Results

30 Days Before & After Results

I am only concerned with my main metrics of testing during this test due to the introduction of previous negative keywords which could skew click and overall order totals

One main difference is that I also allowed ALL products to be available for this campaigns where as in other campaigns I may have bid down or suppressed specific products.

- Here, I am focused on the query level and not necessarily the product level. These numbers can still be a bit misleading but performance improvement is clearly visible and we will

be continuing to add search queries which are not profitable but still relevant to this campaign to further testing.

Cost Down 66% Avg. CPC Down 73% ROAS Up 370%


DABS

Separate Brand From Non-Brand & Separate by Device [DABS] - Overview

Brand vs Non-Brand + Desktop vs Mobile Clean Segmentation of Branded Searches from Non-Branded Own more of the SERP on branded searches Allow for better attribution Use Path Reports


Separate Brand From Non-Brand & Separate by Device [DABS] - The Set Up

Value Behind DABS

It is easy enough to create a Brand vs Non-Brand breakout without using ISO/priority settings. This is used for the ability to break out Brand vs Non-Branded while simultaneously splitting out your

Desktop vs Mobile traffic


Separate Brand From Non-Brand & Separate by Device [DABS] - Results

* Large Apparel / Brand Manufacturer

4% ROAS improvement across all Shopping campaigns 65% Conversion Rate improvement 38% lift in branded impression share


Separate Brand From Non-Brand & Separate by Device [DABS] - Results

* Large Athletic Apparel Vertical / Brand Reseller

113% ROAS improvement across all Shopping campaigns 26% Conversion Rate improvement 46% Decrease in Spend for Non-Branded searches


Upcoming AdWords Developments

Device Segmented Campaigns

Ability to now bid on every single device gives a lot more flexibility However don’t blindly bid down specific devices without data to back it up Device specific campaigns/ad groups are now available for creation


Showcase Shopping Ads

The primary goal of the new format is to help shoppers with non-branded searches explore and discover what they want to buy and where they want to buy it.

Advertisers currently running ISO non-branded campaign for Shopping are in a prime position for the new Google Showcase Shopping ad format.


Shopping Insights Tool

Poll For The Audience…Would you like to speak with one of our Google Shopping Experts about your current Q4 strategy?

A. Yes, please.

B. No, Thank You.

Questions for the Experts?Submit your questions in the chat box on the right

www.CPCStrategy.com | 619.501.6138 | [email protected]

cpcstrategy.com/retail-search-audit/

Schedule A Free 60 min. Retail Search Evaluation

Date post:	14-Jan-2017
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