Reverse Engineering Google AdWords/Shopping Strategies For 2018
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Transcript of Reverse Engineering Google AdWords/Shopping Strategies For 2018
![Page 1: Reverse Engineering Google AdWords/Shopping Strategies For 2018](https://reader031.fdocuments.us/reader031/viewer/2022022419/5aad029b7f8b9a003b8b480b/html5/thumbnails/1.jpg)
Copyright 2017 - Q4 Amazon Virtual Summit
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Reverse Engineering Four Google AdWords/Shopping Strategies
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● Session Recording + Slides Will Be Sent Out
● Submit Questions to Our Panelists
Today’s Logistics
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Overview
Founded in 2007
Google Premier Partner
400+ Active Retail Clients
Top 50 Fastest Growing Company San Diego
D E L I V E R I N G L A S T I N G
R E S U L T S F O R O U R C L I E N T S
Solutions
Retail-focused PPC & Shopping
Amazon Sales Acceleration
Facebook Performance Marketing
Creative Services
About CPC Strategy
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Solutions
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Lewis BrannonSr. Retail Search Manager
Today’s Speaker
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● Test 1 - Enhanced CPC
● Test 2 - Target CPA
● Test 3 - Target ROAS
● Test 4 - Target Audiences for Search
● Live Q&A
Today’s Agenda
BONUS:Live Amazon SERP
Walk-Through
BONUS:Live Amazon SERP
Walk-Through
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Copyright 2017 - Q4 Amazon Virtual Summit
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Test 1 -Enhanced CPC
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● Enhanced CPC: Algorithmic-based bidding strategy that allows Google to raise or
lower your manual bids based on likelihood of conversion.
Test 1 - Enhanced CPC (eCPC)
SPECS
● Available for Search & Shopping● eCPC bid adjustment is done after your other bid modifiers have been applied● Tries to keep CPCs at or below max CPC, but can be higher● Uses data sampling model rather than full traffic● Uses a wide range of auction-time signals such as demographics, browser, geo, time● Tailors bids to unique context, but not to full extent of other Smart Bidding strategies● Target CPA and Target ROAS are said to be more complex
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Copyright 2017 - Q4 Amazon Virtual Summit
eCPC - Results for Search
Results OvervieweCPC for Text Ads
● Clicks significantly up
● Cost and CPCs up
● Minimal impact on CVR
● Boosted Volume but efficiency was
down
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Copyright 2017 - Q4 Amazon Virtual Summit
eCPC - Results for Shopping
Results OvervieweCPC for Shopping / PLA
● Clicks significantly up
● Nice conversion boost
● Cost and CPC increase
● Lower AOV orders
● Less Efficient Return, but less
drastic than Search
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Enhanced CPC - Potential Use Cases
Growth oriented, flexible budget & ROAS goals
Seasonal, high traffic time periods
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eCPC - How to implement
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Test 2 -Target CPA
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● Target Cost-Per-Acquisition (CPA): Smart Bidding strategy that adjusts
bids to get as many conversions as possible given your target CPA.
Test 2 - Target CPA
SPECS
● Available for Search & Smart Display* (not Shopping)● Set ad the ad group level (overrides campaign setting)● Uses historical information + present contextual information● Finds optimal CPC for each auction to hit your CPA target● Uses real-time signals like device, browser, location, time of day, remarketing lists & more● Google recommends removing mobile bid adjustment for best results
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Copyright 2017 - Q4 Amazon Virtual Summit
Target CPA - Results
Results OverviewTarget CPA for Text Ads
● Clicks significantly up
● CPC, CPA, and Cost all up
● Slight Boost in Conversion Volume
● Less Efficient Return
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Target CPA - Potential Use Cases
Want to scale volume as efficiently as possible
Prefer to manage bids at ad group level vs keyword
Advertisers with limited resources and clear CPA targets
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Target CPA - How to implement
● Portfolio strategy or campaign-level
● Adjust ad ad group level● Careful with mobile bid
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Test 3 -Target ROAS
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● Target Return on Ad Spend (ROAS): smart bidding strategy that attempts to
get as much conversion value as possible at the target return on ad spend
(ROAS) you set.
Test 3 - Target ROAS
SPECS
● Available for Search & Shopping● Predicts future conversions and revenue based on historical values● Must have at least 15 conversions in past 30 days (50 recommended for best results)● Must have revenue tracking● Applied at campaign or ad group level
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Copyright 2017 - Q4 Amazon Virtual Summit
Target ROAS - Results
Results OverviewTarget ROAS for Text Ads
● Cost Savings
● Hit goal of 7:1 ROAS
● Sacrificed Volume
● More Efficient Return
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Target ROAS - Potential Use Cases
Need quick ROAS turnaround
Inefficient Dynamic Search Ads (DSA)
Non-Brand (Generic) Search campaigns
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Target ROAS - How to implement
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Target CPA vs. ROAS vs eCPCBid Application Levels Comparison
● As of November, no longer can you mix bid strategies in a campaign
● Can still have different ad-group level targets - but all ad groups within a campaign must have same bid strategy
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Test 4 -Targeting Audiences for Search
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● Targets your ads to only specified audience criteria
● Audiences can be remarketing lists, video viewers, customer e-mails, or
similar-to lists
● Uses “Target & Bid” rather than “Bid Only”
Test 4 - Target & Bid RLSA for Search
● RLSA = “remarketing lists for search ads”● In new UI, “Target & Bid” = “Targeting” (limits reach to just that criteria)● In new UI, “Bid Only” = “Observation” (allows reporting, but doesn’t limit reach)
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Copyright 2017 - Q4 Amazon Virtual Summit
Target Audiences - Results
Results OverviewTarget Audiences for Text Ads
● Huge Cost Savings
● Much Improved Conv. Rate
● Doubled ROAS
● Sacriced Volume for Efficiency
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Target Audiences - Potential Use Cases
Non Brand (Generic) keywords with poor ROAS
Dynamic Search (DSA)
Re-Engage Past Purchasers
Reach New Audiences Similar to Your Customers
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Target Audiences - How to implement
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Schedule YourRetail Search Evaluation
CPC Strategy’s Retail Search Evaluation is an extensive
60-minute analysis and assessment of a retailer's existing
Google Shopping campaign architecture, targeting settings,
product feed, product pages, and profitability metrics.
What Now?
SCHEDULE MY EVALUATION
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Lewis BrannonSr. Retail Search Manager
Questions for Today’s Speaker?