Case Study Marketing Festival 2016

1. Pavol Adamčák ui42
with help of Magic Script
How do we automate
Google shopping

2. Automation agenda:
1. Set up
2. Management
3. Bidding automation

4. Back in 2014...

5. @bloomarty

6. @bloomarty

7. > running shoes
> asics running shoes
> asics gel 1170 running shoes
@bloomarty

8. @bloomarty
> running shoes
> asics running shoes
> asics gel 1170 running shoes

9. > running shoes
> asics running shoes
> asics gel 1170 running shoes
@bloomarty

10. > running shoes
> asics running shoes
> asics gel 1170 running shoes
@bloomarty

11. > running shoes
> asics running shoes
> asics gel 1170 running shoes
@bloomarty

12. edit
> running shoes
> asics running shoes
> asics gel 1170 running shoes
€0,10
€0,30
€0,50
€0,30
€0,50
@bloomarty

13. Generic
Brands
Products€0,50€0,50
> running shoes
> asics running shoes
> asics gel 1170 running shoes
€0,10
€0,30
€0,50
€0,30
€0,50
@pavoladamcak

14. Campaign Bids
Generic
Brands
Products
Low
€0,50
Very
High
High
@bloomarty
@pavoladamcak

15. Campaign
Negative
Keywords
Bids
Generic
Brands
Products
product specific terms
brands
product specific terms
Low
€0,50
Very
High
High
@pavoladamcak

16. Campaign Priority
Negative
Keywords
Bids
low
medium
highRest
Brands
Products
product specific terms
brands
product specific terms
Low
€0,50
Very
High
High
@pavoladamcak

17. Campaign Priority
Negative
Keywords
Bids Budgets
low
medium
highRest
Brands
Products
product specific terms
brands
product specific terms
separate
budget
shared
budget
Low
€0,50
Very
High
High
@pavoladamcak

18. Campaign PriorityNegative
Keywords
Bids Budgets
low
medium
highRest
Brands
Products
product specific terms
brands
product specific terms
separate
budget
shared
budget
Low
€0,50
Very
High
High
Static
@pavoladamcak

19. Automate:
1. Set up
2. > Managing <
3. Bidding

20. asics gel 1180
Priority: low
Products Campaign
0.75
asics running shoes
orange running shoes
Priority: med.
Brands Campaign
0.50
Negatives:
gel 1170
gel 1180
...
Priority: high.
Rests Campaign
0.25
Negatives:
gel 1170
gel 1180
Asics
Nike
...
@pavoladamcak

21. NB ml5749
Priority: low
Products Campaign
0.75
NB running shoes
Blue running shoes
Priority: med.
Brands Campaign
0.50
Negatives:
gel 1170
gel 1180
ML 5749
Priority: high.
Rests Campaign
0.25
Negatives:
gel 1180
ML 5749
Asics
Nike
NewBalance
@pavoladamcak

22. 1660 changes
Ran in 10 mins

23. Campaign PriorityNegative
Keywords
Bids Budgets
low
medium
highRest
Brands
Products
product specific terms
brands
product specific terms
separate
budget
shared
budget
Low
€0,50
Very
High
High
Negative keywords scripts
Account level script:
https://goo.gl/Wnl0wp
MCC level script:
https://goo.gl/YiGy18
@pavoladamcak

24. Agenda:
1. Set up
2. Managing
3. > Bidding <

25. Options:
1. eCPC
2. Target ROAS

26. Options:
1. eCPC
2. Target ROAS

27. Options:
1. eCPC
2. Target ROAS
“There are not so many e-commerce projects around that have enough data for ROAS bidding to be successful,
you are better of with eCPC bidding”
#googleunofficial

28. Options:
1. eCPC
2. Target ROAS
“There are not so many e-commerce projects around that have enough data for ROAS bidding to be successful,
you are better of with eCPC bidding”
#googleunofficial

29. Options:
3. ???

30. Options:
3. Build something yourself?

31. ... bidding on each
product in XML feed
*with good structure and negatives, that’s as close to actual “search term”
bidding as you can get

32. @pavoladamcak

33. ... take more than 30
days of conversion
data
@pavoladamcak

34. ... share statistics
among product
groups
*even among adgroups
@pavoladamcak

35. Product 1170
Product 1180Sub-brand A1
(Asics Gel)
Product 5
Product 6
Product 7
Product 8
Brand A (Asics)
adgroup
Productgroup
Product 1190
Sub-brand A2
(Asics else)
Product 1199
@pavoladamcak

36. Product 1170
Product 1180Sub-brand A1
(Asics Gel)
Product 5
Product 6
Product 7
Product 8
Brand A (Asics)
adgroup
Productgroup
Product 1190
Sub-brand A2
(Asics else)
Product 1199
@pavoladamcak

37. Product 1170
Product 1180Sub-brand A1
(Asics Gel)
Product 5
Product 6
Product 7
Product 8
Brand A (Asics)
Productgroup
Product 1190
Sub-brand A2
(Asics else)
Product 1199
Structure maintenance scripts
Account level:
https://goo.gl/fB8ury
MCC level:
https://goo.gl/9O2508
@pavoladamcak

38. <script>

39. <script>
<script>

40. <script>
<script>
<script>

41. 2179 changes to bids
Over last night only
@pavoladamcak

42. @pavoladamcak