Reaping The Fields in Google Shopping: Ongoing Optimizations By Susan Wenograd

#SMX #33B @SusanEDub

What to look at, analyze & do to evolve!

REAPING THE FIELDS IN GOOGLE

SHOPPING: ONGOING

OPTIMIZATIONS

Although this is a template, these slides have been created as examples to show you what’s possible within the template. PLEASE DELETE ALL EXAMPLE SLIDES AND NOTES BEFORE CREATING OR IMPORTING YOUR OWN DECK. YOU MUST USE THE SMX FOOTER ON YOUR TITLE SLIDE! The template works best if you use it to create a presentation from scratch. However, this blank layout offers you flexibility to insert your own slides above the SMX footer. You must use this footer at on almost all of your slides. If a screenshot overlaps the footer on occasion, that’s fine – but do your best to crop appropriately! Before you do anything else, replace “#XXa” in the footer with your session’s specific hashtag. In PowerPoint, Select VIEW>SLIDE MASTER to edit and include it on all slides of your presentation. Also add your @twitterhandle (or @companyhandle if you prefer). Ask your session coordinator for the session’s specific hashtag! This template is high-‐resolution 16:9. DO NOT change it to 4:3. Also note that if you import a 4:3 presentation into 16:9 you may encounter display issues. The template uses Century Gothic & Corbel as default fonts. Arial is a secondary font that may appear. Note that older versions of PowerPoint may not have these as an option; change to Arial or other standard sans-‐serif-‐font. When inserting text, you *MUST* use only standard fonts. We cannot guarantee event laptops will have specialty fonts installed, nor can we do so onsite. Powerpoints with animations may not translate well to pdf/slideshare format – you may also submit a 2nd version / scrubbed deck more appropriate for posting online by SMX production staff.

Example Title Slide:

Although this is a template, these slides have been created as examples to show you what’s possible within the template. PLEASE DELETE ALL EXAMPLE SLIDES AND NOTES BEFORE CREATING OR IMPORTING YOUR OWN DECK. YOU MUST USE THE SMX FOOTER ON YOUR TITLE SLIDE! The template works best if you use it to create a presentation from scratch. However, this blank layout offers you flexibility to insert your own slides above the SMX footer. You must use this footer at on almost all of your slides. If a screenshot overlaps the footer on occasion, that’s fine – but do your best to crop appropriately! Before you do anything else, here’s how to replace “#XXa” in the footer with your session’s specific hashtag. In PowerPoint, Select VIEW>SLIDE MASTER to edit SLIDE #1 to include it on all slides of your presentation. Also add your @twitterhandle (or @companyhandle if you prefer). Ask your session coordinator for the session’s specific hashtag! This template is high-‐resolution 16:9. DO NOT change it to 4:3. Also note that if you import a 4:3 presentation into 16:9 you may encounter display issues. The template uses Century Gothic & Corbel as default fonts. Arial is a secondary font that may appear. Note that older versions of PowerPoint may not have these as an option; change to Arial or other standard sans-‐serif-‐font. When inserting text, you *MUST* use only standard fonts. We cannot guarantee event laptops will have specialty fonts installed, nor can we do so onsite. Powerpoints with animations may not translate well to pdf/slideshare format – you may also submit a 2nd version / scrubbed deck more appropriate for posting online by SMX production staff.


Paid Search Tools Text Slide with Solid Blue Banner:

This blank layout offers you flexibility to insert your own standard slides above the SMX footer YOU MUST USE THIS FOOTER AT MINIMUM ON ALMOST ALL OF YOUR SLIDES. If a screenshot overlaps the footer on occasion, that’s fine – but do your best to crop appropriately. If explicit fonts are important, you may provide a pdf to the event organizers to maintain look & feel during live presentation and in the version smx will upload to slideshare. DELETE THIS SLIDE IF YOU DO NOT USE.


Shopping Tools Text Slide with Solid Blue Banner:

This blank layout offers you flexibility to insert your own standard slides above the SMX footer YOU MUST USE THIS FOOTER AT MINIMUM ON ALMOST ALL OF YOUR SLIDES. If a screenshot overlaps the footer on occasion, that’s fine – but do your best to crop appropriately. If explicit fonts are important, you may provide a pdf to the event organizers to maintain look & feel during live presentation and in the version smx will upload to slideshare. DELETE THIS SLIDE IF YOU DO NOT USE.

“It doesn’t matter, it’s just one big broad match campaign anyway.”


Accrue Data Revisit It Maximize Your Money!

So, you launched…


TITLE SLIDE ALTERNATIVE LAYOUT w/ IMAGE STRENGTH TRAINING

AIR TRAFFIC CONTROL: QUERY MAPPING

AIR TRAFFIC CONTROL: QUERY MAPPING


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$


1.  Search Query Report. 2.  Export to Excel. 3.  Create pivot table.

Rows: Search term

Ad Group

How You Do It


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$


DON’T BURN MONEY STRUCTURING FOR ROAS & LIMITED

BUDGETS


This is where Ad Groups come in handy vs. Product Groups. (Remember: No Product Group tracking in Analytics!)

Evaluate your strongest ROAS performers Ad 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%


Test Grouping Strong ROAS & Allocating Budget


Remember What You’re Actually Bidding On

You are bidding on the product

Not on the search query


•  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


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


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


Campaign: Womens’ Shoes – High Margin Ad Group: Heels-‐ Designer

Campaign: Womens’ Shoes – Low Margin

Ad 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!


Granular Tends To Be Better

Women’s Boots

New 2016 2015 Closeouts

Knee High

Ankle High

High Margin

Brown

Black

189% ROAS

232% ROAS

Womens’ Boots: High ROAS


BID STRATEGY FUSSING


Manual CPC Maximize Clicks Enhanced CPC Target Return on Spend (New-‐ish)

Who Says There’s One Best Way?


Shared Library à Bid Strategies

How Does the New-ish One Work?


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


Didn’t do so hot with a campaign that had lower volume.

And…How Does It Do?

Conclusion: YMMV.


YOU KNEW I WAS GOING TO SAY THE M-WORD AT SOME POINT.


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.


Regularly Evaluate Performance By Distance

Remember to make sure your Business account is linked to your AdWords!


Details à Auction Insights Segment à Device Type Export, Add Segment à Time à Month

How Are You Competing?


Check Out Seasonality Wins & Weak Spots


•  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


SEE YOU AT THE NEXT #SMX

THANK YOU!

Reaping The Fields in Google Shopping: Ongoing Optimizations By Susan Wenograd

Marketing

Transcript of Reaping The Fields in Google Shopping: Ongoing Optimizations By Susan Wenograd