The Holidays Are Coming (Again!): 4 Ecommerce PPC Tricks to Master for Success
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Transcript of The Holidays Are Coming (Again!): 4 Ecommerce PPC Tricks to Master for Success
Allison is the Product Marketing & Content Manager atKissmetrics. She’s a conversion copywriter, creating high
converting websites and email campaigns. She’sobsessed with finding and testing messaging and copy
that sells.
ALLISON CARPIOProduct Marketing Content Manager,
Kissmetrics
@allisoncarpio
Kirk is with ZATO, his boutique PPC Marketing agencyand has been working in Paid Search since 2010. He has
published articles on Search Engine Land, Moz, PPCHero, and the Bing Ads blog and has spoken on PPC at
SMX, Hero Conference, and State of Search.
KIRK WILLIAMSOwner and Minion, Zato
@ppckirk
1 Introduction
Shopping Ads SetupRLSA for Shopping
RLSA for DSA (RDSA)Easy Countdown Customizer Setup
2 4 Things to Master in Ecommerce PPC
3 Q & A
TABLE OF CONTENTS
One Major Problem in Shopping.
SHOPPING ADS: GET SET UP FOR SUCCESS
SEARCH Bidding =
SHOPPING Bidding =
Why it is significant:
SHOPPING ADS: GET SET UP FOR SUCCESS
MAX
$1.50CPC =
[sword]
[lightsaber]
[buy customlightsaber fromultrasaber.com]
TWEET OF THE DAY
The reason bidding by product is sucha major weakness in Shopping, isbecause products do not reveal
personal intent like queries.
@NEILPATEL
@Kissmetrics @PPCKirk #KissWebinar #PPCChat
SHOPPING ADS: GET SET UP FOR SUCCESS
“dash it all, Holmes,how does one bid for
queries inShopping?!”
“Quite the conundrum,dear Watson.”
SHOPPING ADS: GET SET UP FOR SUCCESS
Martin Roettgerding@bloomartyhttp://www.ppc-epiphany.com/2014/12/08/taking-google-shopping-to-the-next-level/
SHOPPING ADS: GET SET UP FOR SUCCESS
(me!)@PPCKirk
http://searchengineland.com/step-step-guide-query-
level-bidding-google-shopping-228309
SHOPPING ADS: GET SET UP FOR SUCCESS
CampaignPriority
NegativeKeywords
SharedBudget
ProductBids
4 Essential Aspects
SHOPPING ADS: GET SET UP FOR SUCCESS
Shopping – Shoes – NB – US
Shopping – Shoes – BR – US
Brand & SKU filter through
SKU filter through
SHOPPING ADS: GET SET UP FOR SUCCESS
Shopping – Shoes – NB – US
Shopping – Shoes – BR – US
Shopping – Shoes – SKU – US
Brand & SKU filter through
SKU filter through
TWEET OF THE DAY
The key to implementing the Query-Filtering strategy in your account is tonot bite off more than you can chew.
Transition intelligently.
@NEILPATEL
@Kissmetrics @PPCKirk #KissWebinar #PPCChat
SHOPPING ADS: GET SET UP FOR SUCCESS
IdealProduct
Grouping (notbest, not worst)
IdentifyTransition Intelligently & Slowly
SHOPPING ADS: GET SET UP FOR SUCCESS
IdealProduct
Grouping (notbest, not worst)
New ProductGrouping
Campaigns
Identify BuildTransition Intelligently & Slowly
SHOPPING ADS: GET SET UP FOR SUCCESS
IdealProduct
Grouping (notbest, not worst)
New ProductGrouping
Campaigns
Product Groupsin LegacyCampaign
Identify Build PauseTransition Intelligently & Slowly
RLSA FOR SHOPPING
How could the offspring of remarketing and shopping not bewonderfully life-changing for ecommerce PPC?
4 Reasons to Separate out RLSA from Regular Shopping
1 Random bid modifiers = monsters
RLSA FOR SHOPPING
4 Reasons to Separate out RLSA from Regular Shopping
vs
Shopping Client
353% Increase in ROAS588% Increase in CVR
1 Random bid modifiers = monsters
2 Return customers ≠ new customers
RLSA FOR SHOPPING
4 Reasons to Separate out RLSA from Regular Shopping
1 Random bid modifiers = monsters
2 Return customers ≠ new customers
3 Budget control, FTW
RLSA FOR SHOPPING
4 Reasons to Separate out RLSA from Regular Shopping
1 Random bid modifiers = monsters
2 Return customers ≠ new customers
3 Budget control, FTW
4 I already bought that… why do I wantanother?
RLSA FOR SHOPPING
Build YourRemarketing Lists
RLSA FOR SHOPPING
How should you construct your RLSA Shopping Campaigns?
TWEET OF THE DAY
RLSA for Shopping isn’t the same asSearch bc of products. Use broaderlists and let Google narrow down the
targeting auto-magically.
@NEILPATEL
@Kissmetrics @PPCKirk #KissWebinar #PPCChat
RLSA FOR SHOPPING
How should you construct your RLSA Shopping Campaigns?
Pro Tip:Try experimenting
with differentMicro-ConversionGoals as Lists.
RLSA FOR SHOPPING
How should you construct your RLSA Shopping Campaigns?
- Copy Current Shopping
Campaign
- Paste & Rename
- Add Remarketing Lists toAd Groups in Bulk
- Set Appropriate Bid
Modifiers
- MAGIC
RLSA FOR SHOPPING
Copy RLSA lists, select “Make multiple changes”,paste into the new window and select your ad groups.
RLSA FOR SHOPPING
ALL
TOP
Utilize 1 main“master” campaign
Pull TopBrands/Categories intoindividual Campaigns
RLSA FOR SHOPPING
ALL
TOP
Utilize 1 main“master” campaign
Pull TopBrands/Categories intoindividual Campaigns
Use Optmyzr to Auto-magically create a new
Ad Group for everyProduct in those TopBrands/Categories
RLSA FOR SHOPPING
Watch Out For Trolls!
Be aware of “Bid only” Be aware that you cannotexclude audiences yet inShopping Campaigns.
RLSA FOR SHOPPING
Spotted: The Rare & Priceless Night Fury!
Customer Match for Shoppingnow in Beta!
Sign up here:http://bit.ly/shopping-match-beta
RLSA FOR DSA
My confession: I don’t hate DSA anymore. SHHHHHHHH.
http://searchengineland.com/adwords-dynamic-search-ads-work-better-think-194435
TWEET OF THE DAY
If using DSA as your primary Searchstrategy (lead), you’re doing it wrong.But if for the purpose of finding new
traffic (assist)? Hooray!
@NEILPATEL
@Kissmetrics @PPCKirk #KissWebinar #PPCChat
RLSA FOR DSA
Read Matt Umbro’s article onRDSA (his discovery, btw) https://www.semrush.com/blog/rdsa-a-powerful-new-google-adwords-campaign/
@Matt_Umbro#ppcchat
THE 15 MINUTE COUNTDOWN CUSTOMIZER SETUP
Industry reported benefit to utilizingcustomizer ads.
http://searchengineland.com/gauging-impact-adwords-countdown-customizer-222419
TWEET OF THE DAY
In a test done by @Matt_Umbro,Countdown Customizer ads increasedCTR by 40%, decreased CPA by 41%,
and increased CVR by a whopping80%!
@NEILPATEL
@Kissmetrics @PPCKirk #KissWebinar #PPCChat
THE 15 MINUTE COUNTDOWN CUSTOMIZER SETUP
Create a new Label for that Ad
…then label all live text ads.
THE 15 MINUTE COUNTDOWN CUSTOMIZER SETUP
Add your Customizer Code to all live Pre-Sale Ads & remove duplicates
1 Introduction
Shopping Ads SetupRLSA for Shopping
RLSA for DSA (RDSA)Easy Countdown Customizer Setup
2 4 Things to Master in Ecommerce PPC
3 Q & A
TABLE OF CONTENTS
KIRK WILLIAMSOwner and Minion,
Zato
@ppckirk
ALLISON CARPIOProduct Marketing Content Manager,
Kissmetrics
@allisoncarpio
Questions?