For HeroConf: 4 Search Query Focused Techniques You Must Be Using in Your Shopping Campaigns

4 Advanced Search Query Techniques You Must Be Using In Your Shopping

CampaignsLiam WadePPC Manager | Impress ion | @Digi ta l_L iam

impression.co.uk/HeroConf

Where are we going?1. Search Query Filtering- Many ways of doing it 2. Search Query Mapping- - Great source of data

+ v. granular targeting3. Inspirational photography


Who am I? - PPC Manager at Impression

- Trust data, distrust people

@Digital_Liam


Customer-focused

Impression.co.uk/HeroConf

Shopping Campaigns


Why do they ROCK?- High intent to purchase

- Typically lower CPCs than Search Ads (for now!)


Why do they SUCK?- Rely on Google to match

products to user search queries


How do we manage them?

- Feed optimisation

- Bid automation scripts

- Other targeting (RLSA / Demographic / Location)

- Negative keywords… sort of?


Shopping campaigns are great


… But most management is based on products, not customers


Enter Martin

Roettgerding(@bloomarty)


Search Query Filtering


There are endless

applications of this technique



Filtering search queries into separate

campaigns, using a combination of

Campaign Priority and Negative Keywords.


How does it work?- Campaign Priority setting overrides

bids

- Negative Keywords block queries


Bid on search

queries, rather than just products


Bid on customer intent*,

rather than just products



#1 – Brand (Classic)


Example 1.1 - Segment brand terms

“cool trainers” “adidas trainers”VS


3 Easy Steps1. Set campaign priorities (#1 = High / #2 = Low)

2. Add negatives to be filtered to Campaign #1

3. Use shared budget to ensure filtering is always running



“wicked running trainers for men”

“coolest adidas trainers

in 2016”

- Negative keywords ‘block’ branded searches from triggering campaign #1, forcing them into campaign #2 only.



- Adjust bids based on the ROI generated from queries- Bid more aggressively for those queries more likely to convert


Why bother?


The more aggressive your bid,

the more generic searchesyou enter the auction for

Need to then reference / note the "increase bids = more generic search queries" pattern-Liam Wade


Allows you to bid more selectively, so you can be more

aggressive for key queries without sacrificing traffic quality

Liam Wade

Need to then reference / note the "increase bids = more generic search queries" pattern


Maximise impression share

for high converting

queries


Example 1.2 - Segment brand + model

- Add an extra campaign for extra granularity


“What if I don’t have branded

products?”

OR “this doesn’t work for me”


Use Your Search Query Data!

#1 How do brand queries perform? ✔️

#2 How do different query lengths perform?

#3 How do individual words affect performance?



#2 – Query Length


Use your search query

dataHow does brand perform?

How do query lengths perform?

Individual query performance?

Insert data of query length performance-Liam Wade


Example 2 - Search query length


Pros / Cons Search Query Length

- Tends to work in most cases, though the extent varies

- Quick to set up, but needs regular / automated management

- The longer it runs, the more efficient it will be

- Scripts recommended


Use Your Search Query Data!

#1 How do brand queries perform? ✔️

#2 How do different query lengths perform? ✔

#3 How do individual words affect performance?



#3 – Specific Queries


Use your search query

dataHow does brand perform?

How do query lengths perform?

Individual query performance?

Insert data of query length performance-Liam Wade


Example 3.1 – Broad queries


Our focus has been on filtering through ‘broad’ queries so far.

How can we use [exact match] negatives?


Example 3.2 – Broad queries + high volume exact


[Exact] queries in Shopping

- We’ve filtered through queries into different campaigns for separate management.

- How do we gain more control?


Example 3.3 – Target multiple [exact] terms


No hard & fast rules. Get creative!


Example 3.4 – Colours


Example 3.5 – Sizes


Example 3.6 – Plural!


BrandModelProduct TypeLocationColourSizeMeasurementPluralisation

CelebritiesPatterns“Near Me”“Best”“Compare”First NamesUse Scenario

The possibilities are endless!


“…Are you finished?”


Meet the younger sibling:

Search Query Mapping



Search Query Mapping

Filtering search queries into separate

campaigns, using a combination of

Campaign Priority and Negative Keywords

Forcing specific products to show for

specific search queries, by filtering target

queries, and excluding unwanted products.


Search query mapping

Is DANGEROUS


9/10, have faith in


BUT, sometimes products are

served equally by Google,

despite conversion rates

being wildly different


Without analysing

search queries & product ID

at the same time,

search query performance can be hidden


eg. Product IDs with a good ROI,

can perform poorly for specific search queries


^ could equal =

An example


Is Search Query Mapping For You?1. Get your data: PRODUCT ID / SEARCH QUERY report

2. Filter high volume queries

3. Analyse conversion rates and ROI


“How do we get this data?”

Impression./HeroConf

Sneaky tip!In Shopping SQR,

the “Keyword” column contains “product

grouping / product ID” when exported


“How do we use this data?”


Is there a significant difference in performance of a query,

based on the product clicked?

YES

NO

Relax,There’s no need to make

any drastic changes.

High # Clicks, Low Sales / No ROI

= Implement Search Query Filtering

+Remove Offending Product From This Query Focused Ad Group Only

High # Clicks,Below Acceptable ROI

= Implement Search Query Filtering

+ Adjust bids based on performance for specific query

OR


This data is also an invaluable source of

info.Use it to optimise:- on-site content- related products


Interesting examples where Mapping has

worked well- 2 products running for the same exact search query, - one

that converts!

- One product converts better for plural searches than another

- Wrong colour products converting well!


The case forSearch-query

focused Shopping Campaigns


All of the same principles apply

product level biddin

g

ROI scripts

feed optimisati

on

audience

targeting

promotions

RLSA


Taking back control


Brings focus back to intent

impression.tips/HeroConf

Brand, Model, Product TypeLocation, Colour, Size,Pluralisation

CelebritiesPatterns“Near Me”“Best”“Compare”First NamesUse Scenario

Filtering Mapping +RLSA?Review product

performance on a per-search query

basis.

React to differing performance, either in bids, exclusion of

products, or on-site optimisation

Force specific queries into campaigns and ad groups, based on the variables that most

greatly affect performance.

Create separate campaigns for RLSA traffic, and you’ll be surprised at

differing query performance

for returning / new users.


Thank You!

@Digital_Liam

For HeroConf: 4 Search Query Focused Techniques You Must Be Using in Your Shopping Campaigns

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Transcript of For HeroConf: 4 Search Query Focused Techniques You Must Be Using in Your Shopping Campaigns