© Periscopix 2014 www.periscopix.co.uk

Top Tips For Improving E-Commerce AdWords Campaigns

Rebekah Schelfhout & Brogan Savage @Rebekahtweet @SavageBrogan @Periscopix

17th June 2014

© Periscopix 2014 www.periscopix.co.uk

Agenda

• Extensions • Bid Multipliers • PLA’s/Google Shopping • How Cath Kidston use AdWords

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Location Extensions Sitelinks Call Extensions

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© Periscopix 2014 www.periscopix.co.uk

© Periscopix 2014 www.periscopix.co.uk

© Periscopix 2014 www.periscopix.co.uk

© Periscopix 2014 www.periscopix.co.uk

Device Location

Hour of day

Audiences (RLSA)

Time of day

GDN Targeting

© Periscopix 2014 www.periscopix.co.uk

© Periscopix 2014 www.periscopix.co.uk

© Periscopix 2014 www.periscopix.co.uk

Remarketing Lists For Search Ads

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© Periscopix 2014 www.periscopix.co.uk

© Periscopix 2014 www.periscopix.co.uk

APL Express increased conversions by 332%

© Periscopix 2014 www.periscopix.co.uk

© Periscopix 2014 www.periscopix.co.uk

Background • Started working with Periscopix in Sept 2013

• Launched more features and territories

• Saw a better ROI and cost per click

© Periscopix 2014 www.periscopix.co.uk

© Periscopix 2014 www.periscopix.co.uk

© Periscopix 2014 www.periscopix.co.uk

Piccadilly Flagship Store Opening Covent Garden 20% Off Day

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© Periscopix 2014 www.periscopix.co.uk

© Periscopix 2014 www.periscopix.co.uk

Our Strategy: - Bid on generic keywords, using lists of previous visitors

- Used generic search terms which had converted well in PLAs as inspiration,

and repeat purchase items

Make use of RLSA

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Targeting: - Visited a certain category in last 3-7 days - Abandoned basket in last 3 days

© Periscopix 2014 www.periscopix.co.uk

Type

Size

Content

Time Periods

Audience Lists

From your users….

…to your ads

Test everything!

© Periscopix 2014 www.periscopix.co.uk

Six months after taking over the account...

156%

115%

98%

121%

CTR Clicks CVR ROI

© Periscopix 2014 www.periscopix.co.uk

Questions?