1.
I Don’t Know How to Run
Shopping Ads
And at this Point I’m Too
Afraid to Ask
Kirk Williams // ZATO
SLIDESHARE.NET/PPCKirk
@PPCKirk

2.
1,279 KM = MONTANA

3.
1,271 KM = LONDON TO LIEZEN

4.
GLOBAL ECOMMERCE RETAIL
HAS HIT IT’S APEX…
£26 Trillion
http://bit.ly/global-ecom-2019
@PPCKIRK | ZATO #BRIGHTONSEO | SEP 2019

5.
…LOL… except not.
Grocery (£557B)
Real-Estate (£177T)
Automobile Sales (£4T)
…Services?! (LOTSA £££)
@PPCKIRK | ZATO #BRIGHTONSEO | SEP 2019

6.
…ALSO, 6.2B
PEOPLE NOT
CURRENTLY
ONLINE
@PPCKIRK | ZATO #BRIGHTONSEO | SEP 2019

7.
WHY SHOPPING ADS?
src: Merkle Q2 2019 Report

8.
@PPCKIRK | ZATO #BRIGHTONSEO | SEP 2019

9.
“How does this
shopping adz stuff
work… Kathy?”
- Vince V

10.
WHERE DO
SHOPPING ADS
APPEAR?
@PPCKIRK | ZATO #BRIGHTONSEO | SEP 2019

11.
DESKTOP

12.
M
O
B
I
L
E
@PPCKIRK | ZATO #BRIGHTONSEO | SEP 2019

13.
IMAGE TAB
SHOPPING TAB

14.
YOUTUBE
LOCAL INVENTORY
ADS

15.
JUST THE BEGINNING… THROUGH
SHOPPING ACTIONS
@PPCKIRK | ZATO #BRIGHTONSEO | SEP 2019

16.
FEED SETUP
@PPCKIRK | ZATO #BRIGHTONSEO | SEP 2019

17.
@PPCKIRK | ZATO #BRIGHTONSEO | SEP 2019

18.
@PPCKIRK | ZATO #BRIGHTONSEO | SEP 2019

19.
Hi, I’m
Feedy.
It looks like you’re
trying to create a
feed.

20.
• Small feed/team?
Use a Google Sheet
• Large feed? Use your
dev team or a Feed
Provider.
@PPCKIRK | ZATO #BRIGHTONSEO | SEP 2019

21.
What about those pesky item disapprovals?
@PPCKIRK | ZATO #BRIGHTONSEO | SEP 2019

22.
Google Policy Filter Levels:
Train Them to Leave You Alone.
@PPCKIRK | ZATO #BRIGHTONSEO | SEP 2019

23.
Microsoft Advertising?
Easy GMC Feed Import, FTW
@PPCKIRK | ZATO #BRIGHTONSEO | SEP 2019

24.
“Uhh, we’re too busy to optimize all fields…
… how are you?”

25.
3 Key Fields for Optimization
@PPCKIRK | ZATO #BRIGHTONSEO | SEP 2019

26.
•Title
 Identify the ideal title
formula for your products
Tips & Tricks:
@PPCKIRK | ZATO #BRIGHTONSEO | SEP 2019

27.
+ + + 10
Brand Gender Product Name Size
@PPCKIRK | ZATO #BRIGHTONSEO | SEP 2019

28.
•Product
Type
@PPCKIRK | ZATO #BRIGHTONSEO | SEP 2019

29.
Send Key Product
Attributes Through Product
Type to Give Google
Contextual Signals.
Couches > Netflix Couches > Leather Couches > Red
@PPCKIRK | ZATO #BRIGHTONSEO | SEP 2019

30.
•Price
@PPCKIRK | ZATO #BRIGHTONSEO | SEP 2019

31.
of US online shoppers rank price
“very/extremely influential” in
purchase decision.
@PPCKIRK | ZATO #BRIGHTONSEO | SEP 2019

32.
MEET
HAROLD.
HAROLD LIKES
TO CLICK ON
YOUR ADS…
EVEN WHEN
YOUR PRICE
STINKS.

33.
TAKE THAT, HAROLD.
@PPCKIRK | ZATO #BRIGHTONSEO | SEP 2019

34.
CAMPAIGN
SETUP
@PPCKIRK | ZATO #BRIGHTONSEO | SEP 2019

35.
@PPCKIRK | ZATO #BRIGHTONSEO | SEP 2019

36.
MAX CPC = £0.50
@PPCKIRK | ZATO #BRIGHTONSEO | SEP 2019

37.
👉 Product Type
👉 Product Brand
👉 Custom Labels
(Pricepoint or
Top Performers)
Wisely
Segment,
You Must

38.
Demand Creation - TOFU Queries - £0.25
Demand Capture - BOFU Queries - £1.00
@PPCKIRK | ZATO #BRIGHTONSEO | SEP 2019

39.
@PPCKIRK | ZATO #BRIGHTONSEO | SEP 2019

40.
TIME CONSUMING
BUILDS?
USE
@PPCKIRK | ZATO #BRIGHTONSEO | SEP 2019

41.
@PPCKIRK | ZATO #BRIGHTONSEO | SEP 2019

42.
DATA
TRANSPARENCY
@PPCKIRK | ZATO #BRIGHTONSEO | SEP 2019
Want Data?
Not on
Google’s pitch.

43.
@PPCKIRK | ZATO #BRIGHTONSEO | SEP 2019

44.
@PPCKIRK | ZATO #BRIGHTONSEO | SEP 2019

45.
MACHINE
LEARNING
VOLATILITY
@PPCKIRK | ZATO #BRIGHTONSEO | SEP 2019

46.
SOLUTION?
Better Together!
@PPCKIRK | ZATO #BRIGHTONSEO | SEP 2019

47.
SMART
Top Products
Clearance Products
LEGACY
Group Wisely
Bid By Query
@PPCKIRK | ZATO #BRIGHTONSEO | SEP 2019

48.
some of our clients