Google Shopping Campaigns will completely replace Product Listing Ads (PLAs) in August 2014 and you have already prepared for the transition. Your accounts are ready, but are you taking advantage of every opportunity Shopping Campaigns have to offer? Chances are, there's something more you could be doing and more opportunities for optimizations you just might be missing. From small inventories to large inventories, you'll get a variety of tips to better your campaigns! In the presenation, Hanapin Marketing experts, Carrie Albright and Jacob Fairclough, discuss tips on how to expand your optimizations or retract from them when needed. You'll get expert-level tips like: *How to increase your coverage and targeting *Improving efficiencies and pulling back when you need to *Actionable tips to optimize small and large inventories

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How to Recover from the
Holidays Faster Than Your
Competition
HOSTED BY:
8 Tips To Optimize Your
Google Shopping Campaigns
HOSTED BY:

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Presenters
• Carrie Albright
– Account Manager at Hanapin Marketing
– Blogger on PPC Hero
– @Albright_C
• Jacob Fairclough
– Account Manager at Hanapin Marketing
– Blogger on PPC Hero
– @RealSecretJake

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Join the conversation
• Include the hashtag #thinkppc in your Twitter tweets.
• Or use the webinar question box to send us questions.

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Live Poll Question #1
How long have you been in PPC?
#thinkppc
A. Less than 1 year
B. 1-3 years
C. 3-5 years
D. 5+ years

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Live Poll Question #2
How do you manage your account(s)?
#thinkppc
a) I manage it myself.
b) I’m part of a team that manages it.
c) I outsource my account management.
d) I’m rethinking how my account is managed.

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Intro To Topic
The Shopping Campaigns transition is officially here!
Not Upgraded? See Upgrade Tool
Upgraded? Let’s go!
Now to address Shopping performance
Small Inventory Accounts
Large Inventory Accounts
Additional tips from your PPC Heroes!

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How We’re Addressing It
Expansion versus Conserving
• Despite the easy migration, a new system is going to change how you work in
your accounts.
• Similar to enhanced campaigns, you will want to revisit your goals and figure
out what is best for your business and account.
• New tactics will be available, requiring you to adjust as needed.

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Tip #1: Small Volume Expansion
Start Segmenting Products
Build tightly focused ad groups right away for
• More accurate competitive metrics.
• Tighter Bid Control.
• More specific metrics help you spot issues early.

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Tip #2: Small Volume Review
Dimensions Tab
Search Terms
Defining volume
Search Term Report

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Tip #2: Small Volume Review
Negatives
Improved product descriptions
Test!
SEO best practices
Consider (but ultimately resist)
keyword stuffing
Test new descriptions for
improved targeting
No keyword targeting…
Identify spend-wasters and upload to negative keyword list
Keep careful documentation of your changes!

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Tip #3 Large Volume: Expansion
Start By Creating High
Level Product Groups
• Segment by your main feed
categories.
• If you don’t have these, set
them up right away.
• Build a Catch-All Campaign
• Use your search data for initial
negative keywords.

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Tip #4: Large Volume SQR
The “new” SQR – What AdWords tells you
Dimensions Tab
Search Terms
Defining volume

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Tip #4: Large Volume SQR
Dimensions Tab
Product Type
(Feed sourced)
Category level
(Google magic)

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Tip #4: Large Volume SQR
The “other new” SQR – Analytics to the rescue!

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Tip #5: Large Volume: Expansion II
Further Refine Your Initial
Expansion
• Create generic/category.
• Create higher priority model campaigns
• Edit Your Feed as needed.

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Tip #6: Large Volume Inventory Optimization
Product Inventory - When AdWords search term lists just aren’t enough
Scenario:
Product CTR is
strong
But: Conversion
rate is terrible
Meaning: Price
point is
competitive but
shopping
experience is
lacking
Solution: Identify
those products
that don’t have
great variety

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Tip #6: Large Volume Inventory Optimization
Step 1: Examine your inventory for most frequently viewed variation
- Average apparel sizes such as mens’ track suits
- Common product colors or styles such as kitchen mixers

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Tip #6: Large Volume Inventory Optimization
Step 2: Identify product styles that fail to offer a products in your
most popular range and either reduce bids or pause entirely until
inventory better supports these products
Style Quantity
Brand 1 Marilyn 247
Brand 1 Wheelie 227
Brand 3 Eureka 171
Brand 1 Larissa 97
Brand 2 Handstand 95
Brand 1 Wilkin 94
Brand 2 Girl Plush 83
Brand 3 Chranson 70
Brand 1 Rust 53
Brand 1 Willow 51
Brand 4 Nirvana 50
Great coverage 
Bid aggressively
High CTR, Low
inventory 
Reduce bids or
pause until new
inventory arrives

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Live Poll Question #3
What area of Google Shopping campaigns is your
biggest pain point?
#thinkppc
a) Appropriate coverage/segmentation
b) Understanding efficient spend opportunities
c) Analyzing my Shopping data
d) All of these
e) None of these- I’ve been reading PPC Hero every day and I know
my stuff!

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Tip #7: Product Review Ratings!
Product Reviews Beta:
https://services.google.com/fb/forms/productreviews/
Higher Prices – YES
Fantastic Ratings – YES
Do I click? – YES!
Does Jake click?

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Tip #8: Optimizing Performance
Product groups are finicky
• Watch out for overwriting your old structure with new
additions.
• Be careful of the “select all” in the interface.
• Double check your “excluded” selection.
Make Use of The Dimensions Tab
• Break down metrics across campaigns.
• Easier Reporting
.

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Wrapping It Up
As With Anything Your Strategy Depends on,
• Account Size
• Goals
• Time Invested
Large/Expanding Accounts will want to focus on,
• Targeting many broad areas
• Gradually focusing over time
• Finding the most profitable areas and product offers.
Smaller/Tighter focused accounts will want to focus on,
• Immediately advertise in specific areas.
• Heavily reducing inefficiencies from the start.

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Need Help?
Would you like help with your PPC accounts and management?
I’m interested in:
o PPC Management: We handle the day-to-day management of
your PPC account.
o Account Audit: We review your account for optimizations.
o PPC Retainer: We handle only specific needs within your
account.
o FREE Solutions Blueprint: We look at your account and provide
analysis and consultation (For accounts with $20K+ in adspend).

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Live Q&A Time!

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Have more questions?
Thank you for attending our webinar! #thinkppc
• Get a free Solutions Blueprint from Hanapin Marketing
(for accounts greater than $20K/mo in adspend):
http://www.hanapinmarketing.com/solutions-blueprint-sign-up
• Or Contact us Directly:
• Webinar Feedback: marketing@hanapinmarketing.com