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4 Advanced Search Query
Techniques You Must Be
Using In Your Shopping
CampaignsLiam Wade
PPC Manager | Impression | @ Digi...
impression.co.uk/HeroConf
Where are we going?
1. Search Query Filtering
- Many ways of doing it
2. Search Query Mapping
- ...
impression.co.uk/HeroConf
Who am I?
- PPC Manager at Impression
- Trust data, distrust people
@Digital_Liam
impression.co.uk/HeroConf
Customer-focused
Impression.co.uk/HeroConf
Shopping Campaigns
impression.co.uk/HeroConf
Why do they ROCK?
- High intent to purchase
- Typically lower CPCs than Search
Ads (for now!)
impression.co.uk/HeroConf
Why do they SUCK?
- Rely on Google to match products
to user search queries
impression.co.uk/HeroConf
How do we manage them?
- Feed optimisation
- Bid automation scripts
- Other targeting (RLSA / De...
impression.co.uk/HeroConf
Shopping
campaigns
are great
impression.co.uk/HeroConf
… But most management
is based on products,
not customers
impression.co.uk/HeroConf
Enter
Martin
Roettgerding
(@bloomarty)
Impression.co.uk/HeroConf
Search Query Filtering
impression.co.uk/HeroConf
There are endless
applications of
this technique
Impression.co.uk/HeroConf
Search Query
Filtering
Filtering search queries
into separate campaigns,
using a combination of
...
impression.co.uk/HeroConf
How does it work?
- Campaign Priority setting overrides bids
- Negative Keywords block queries
impression.co.uk/HeroConf
impression.co.uk/HeroConf
Bid on
search queries,
rather than
just products
impression.co.uk/HeroConf
Bid on
customer intent*,
rather than
just products
Impression.co.uk/HeroConf
Search Query Filtering
#1 – Brand (Classic)
impression.co.uk/HeroConf
Example 1.1 - Segment brand terms
“cool trainers” “adidas trainers”VS
impression.co.uk/HeroConf
Example 1.1 - Segment brand terms
impression.co.uk/HeroConf
3 Easy Steps
1. Set campaign priorities (#1 = High / #2 = Low)
2. Add negatives to be filtered t...
impression.co.uk/HeroConf
Example 1.1 - Segment brand terms
“wicked running
trainers for men”
“coolest
adidas trainers
in ...
impression.co.uk/HeroConf
Example 1.1 - Segment brand terms
- Adjust bids based on the ROI generated from queries
- Bid mo...
impression.co.uk/HeroConf
Why bother?
impression.co.uk/HeroConf
The more aggressive your bid,
the more generic searches
you enter the auction for
impression.co.uk/HeroConf
Allows you to bid more
selectively, so you can
be more aggressive for
key queries without
sacrif...
impression.co.uk/HeroConf
Maximise impression
share for high
converting queries
impression.co.uk/HeroConf
Example 1.2 - Segment brand + model
- Add an extra campaign for extra granularity
impression.co.uk/HeroConf
impression.co.uk/HeroConf
“What if I don’t have
branded products?”
OR “this doesn’t work for me”
impression.co.uk/HeroConf
Use Your Search Query Data!
#1 How do brand queries perform? ✔️
#2 How do different query length...
Impression.co.uk/HeroConf
Search Query Filtering
#2 – Query Length
impression.co.uk/HeroConf
Use your search
query data
How does brand perform?
How do query lengths perform?
Individual quer...
impression.co.uk/HeroConf
Example 2 - Search query length
impression.co.uk/HeroConf
Example 2 - Search query length
impression.co.uk/HeroConf
impression.co.uk/HeroConf
Pros / Cons Search Query Length
- Tends to work in most cases, though the extent varies
- Quick ...
impression.co.uk/HeroConf
Use Your Search Query Data!
#1 How do brand queries perform? ✔️
#2 How do different query length...
Impression.co.uk/HeroConf
Search Query Filtering
#3 – Specific Queries
impression.co.uk/HeroConf
Use your search
query data
How does brand perform?
How do query lengths perform?
Individual quer...
impression.co.uk/HeroConf
Example 3.1 – Broad queries
impression.co.uk/HeroConf
Our focus has been on
filtering through ‘broad’
queries so far.
How can we use
[exact match] neg...
impression.co.uk/HeroConf
Example 3.2
– Broad queries + high volume exact
impression.co.uk/HeroConf
[Exact] queries in Shopping
- We’ve filtered through queries into different campaigns
for separa...
impression.co.uk/HeroConf
Example 3.3
– Target multiple [exact] terms
impression.co.uk/HeroConf
No hard & fast rules.
Get creative!
impression.co.uk/HeroConf
Example 3.4
– Colours
impression.co.uk/HeroConf
Example 3.5
– Sizes
impression.co.uk/HeroConf
Example 3.6
– Plural!
impression.co.uk/HeroConf
Brand
Model
Product Type
Location
Colour
Size
Measurement
Pluralisation
Celebrities
Patterns
“Ne...
impression.co.uk/HeroConf
“…Are you finished?”
Impression.co.uk/HeroConf
Meet the
younger sibling:
Search Query Mapping
Impression.co.uk/HeroConf
Search Query
Filtering
Search Query
Mapping
Filtering search queries
into separate campaigns,
us...
impression.co.uk/HeroConf
Search query mapping
Is DANGEROUS
impression.co.uk/HeroConf
9/10, have faith in
impression.co.uk/HeroConf
BUT, sometimes
products are served
equally by Google,
despite conversion
rates being wildly
diff...
impression.co.uk/HeroConf
Without analysing
search queries &
product ID
at the same time,
search query
performance
can be ...
impression.co.uk/HeroConf
eg. Product IDs with a good ROI,
can perform poorly for specific
search queries
impression.co.uk/HeroConf
^ could equal =
An example
impression.co.uk/HeroConf
Is Search Query Mapping For You?
1. Get your data:
PRODUCT ID / SEARCH QUERY report
2. Filter hi...
impression.co.uk/HeroConf
“How do we
get this data?”
Impression./HeroConf
Sneaky tip!
In Shopping SQR,
the “Keyword” column
contains “product
grouping / product ID”
when expor...
impression.co.uk/HeroConf
“How do we
use this data?”
impression.co.uk/HeroConf
Is there a
significant difference in
performance of a query,
based on the product
clicked?
YES
N...
impression.co.uk/HeroConf
This data is also an
invaluable source of info.
Use it to optimise:
- on-site content
- related ...
impression.co.uk/HeroConf
Interesting examples where
Mapping has worked well
- 2 products running for the same exact searc...
Impression.co.uk/HeroConf
The case for
Search-query focused
Shopping Campaigns
impression.co.uk/HeroConf
All of the same
principles apply
product
level
bidding
ROI
scripts
feed
optimisation
audience
ta...
impression.co.uk/HeroConf
Taking back control
impression.co.uk/HeroConf
Brings focus
back to intent
impression.tips/HeroConf
Brand,
Model,
Product Type
Location,
Colour, Size,
Pluralisation
Celebrities
Patterns
“Near Me”
“...
impression.co.uk/HeroConf
Thank You!
@Digital_Liam
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For HeroConf: 4 Search Query Focused Techniques You Must Be Using in Your Shopping Campaigns

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This session will guide you through advanced applications of search query filtering for Shopping campaigns. Discover 4 advanced ways to proactively use search queries to improve your ROI and explore how considering user intent, analysing product performance and utilizing RLSA audience targeting will open up new possibilities for advertisers to use search queries more effectively. You will learn:
The 4 techniques
Real-life examples of how the techniques have individually improved ROI of already successful Shopping campaigns
How to use the hidden AdWords column which matches product ID and search query data
Liam Wade
IMPRESSION DIGITAL

Publicado en: Marketing
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For HeroConf: 4 Search Query Focused Techniques You Must Be Using in Your Shopping Campaigns

  1. 1. 4 Advanced Search Query Techniques You Must Be Using In Your Shopping CampaignsLiam Wade PPC Manager | Impression | @ Digital_Liam
  2. 2. impression.co.uk/HeroConf Where are we going? 1. Search Query Filtering - Many ways of doing it 2. Search Query Mapping - - Great source of data + v. granular targeting 3. Inspirational photography
  3. 3. impression.co.uk/HeroConf Who am I? - PPC Manager at Impression - Trust data, distrust people @Digital_Liam
  4. 4. impression.co.uk/HeroConf Customer-focused
  5. 5. Impression.co.uk/HeroConf Shopping Campaigns
  6. 6. impression.co.uk/HeroConf Why do they ROCK? - High intent to purchase - Typically lower CPCs than Search Ads (for now!)
  7. 7. impression.co.uk/HeroConf Why do they SUCK? - Rely on Google to match products to user search queries
  8. 8. impression.co.uk/HeroConf How do we manage them? - Feed optimisation - Bid automation scripts - Other targeting (RLSA / Demographic / Location) - Negative keywords… sort of?
  9. 9. impression.co.uk/HeroConf Shopping campaigns are great
  10. 10. impression.co.uk/HeroConf … But most management is based on products, not customers
  11. 11. impression.co.uk/HeroConf Enter Martin Roettgerding (@bloomarty)
  12. 12. Impression.co.uk/HeroConf Search Query Filtering
  13. 13. impression.co.uk/HeroConf There are endless applications of this technique
  14. 14. Impression.co.uk/HeroConf Search Query Filtering Filtering search queries into separate campaigns, using a combination of Campaign Priority and Negative Keywords.
  15. 15. impression.co.uk/HeroConf How does it work? - Campaign Priority setting overrides bids - Negative Keywords block queries
  16. 16. impression.co.uk/HeroConf
  17. 17. impression.co.uk/HeroConf Bid on search queries, rather than just products
  18. 18. impression.co.uk/HeroConf Bid on customer intent*, rather than just products
  19. 19. Impression.co.uk/HeroConf Search Query Filtering #1 – Brand (Classic)
  20. 20. impression.co.uk/HeroConf Example 1.1 - Segment brand terms “cool trainers” “adidas trainers”VS
  21. 21. impression.co.uk/HeroConf Example 1.1 - Segment brand terms
  22. 22. impression.co.uk/HeroConf 3 Easy Steps 1. Set campaign priorities (#1 = High / #2 = Low) 2. Add negatives to be filtered to Campaign #1 3. Use shared budget to ensure filtering is always running
  23. 23. impression.co.uk/HeroConf Example 1.1 - Segment brand terms “wicked running trainers for men” “coolest adidas trainers in 2016” - Negative keywords ‘block’ branded searches from triggering campaign #1, forcing them into campaign #2 only.
  24. 24. impression.co.uk/HeroConf Example 1.1 - Segment brand terms - Adjust bids based on the ROI generated from queries - Bid more aggressively for those queries more likely to convert
  25. 25. impression.co.uk/HeroConf Why bother?
  26. 26. impression.co.uk/HeroConf The more aggressive your bid, the more generic searches you enter the auction for
  27. 27. impression.co.uk/HeroConf Allows you to bid more selectively, so you can be more aggressive for key queries without sacrificing traffic quality
  28. 28. impression.co.uk/HeroConf Maximise impression share for high converting queries
  29. 29. impression.co.uk/HeroConf Example 1.2 - Segment brand + model - Add an extra campaign for extra granularity
  30. 30. impression.co.uk/HeroConf
  31. 31. impression.co.uk/HeroConf “What if I don’t have branded products?” OR “this doesn’t work for me”
  32. 32. impression.co.uk/HeroConf Use Your Search Query Data! #1 How do brand queries perform? ✔️ #2 How do different query lengths perform? #3 How do individual words affect performance?
  33. 33. Impression.co.uk/HeroConf Search Query Filtering #2 – Query Length
  34. 34. impression.co.uk/HeroConf Use your search query data How does brand perform? How do query lengths perform? Individual query performance?
  35. 35. impression.co.uk/HeroConf Example 2 - Search query length
  36. 36. impression.co.uk/HeroConf Example 2 - Search query length
  37. 37. impression.co.uk/HeroConf
  38. 38. impression.co.uk/HeroConf Pros / Cons Search Query Length - Tends to work in most cases, though the extent varies - Quick to set up, but needs regular / automated management - The longer it runs, the more efficient it will be - Scripts recommended
  39. 39. impression.co.uk/HeroConf Use Your Search Query Data! #1 How do brand queries perform? ✔️ #2 How do different query lengths perform? ✔️ #3 How do individual words affect performance?
  40. 40. Impression.co.uk/HeroConf Search Query Filtering #3 – Specific Queries
  41. 41. impression.co.uk/HeroConf Use your search query data How does brand perform? How do query lengths perform? Individual query performance?
  42. 42. impression.co.uk/HeroConf Example 3.1 – Broad queries
  43. 43. impression.co.uk/HeroConf Our focus has been on filtering through ‘broad’ queries so far. How can we use [exact match] negatives?
  44. 44. impression.co.uk/HeroConf Example 3.2 – Broad queries + high volume exact
  45. 45. impression.co.uk/HeroConf [Exact] queries in Shopping - We’ve filtered through queries into different campaigns for separate management. - How do we gain more control?
  46. 46. impression.co.uk/HeroConf Example 3.3 – Target multiple [exact] terms
  47. 47. impression.co.uk/HeroConf No hard & fast rules. Get creative!
  48. 48. impression.co.uk/HeroConf Example 3.4 – Colours
  49. 49. impression.co.uk/HeroConf Example 3.5 – Sizes
  50. 50. impression.co.uk/HeroConf Example 3.6 – Plural!
  51. 51. impression.co.uk/HeroConf Brand Model Product Type Location Colour Size Measurement Pluralisation Celebrities Patterns “Near Me” “Best” “Compare” First Names Use Scenario The possibilities are endless!
  52. 52. impression.co.uk/HeroConf “…Are you finished?”
  53. 53. Impression.co.uk/HeroConf Meet the younger sibling: Search Query Mapping
  54. 54. Impression.co.uk/HeroConf Search Query Filtering Search Query Mapping Filtering search queries into separate campaigns, using a combination of Campaign Priority and Negative Keywords Forcing specific products to show for specific search queries, by filtering target queries, and excluding unwanted products.
  55. 55. impression.co.uk/HeroConf Search query mapping Is DANGEROUS
  56. 56. impression.co.uk/HeroConf 9/10, have faith in
  57. 57. impression.co.uk/HeroConf BUT, sometimes products are served equally by Google, despite conversion rates being wildly different
  58. 58. impression.co.uk/HeroConf Without analysing search queries & product ID at the same time, search query performance can be hidden
  59. 59. impression.co.uk/HeroConf eg. Product IDs with a good ROI, can perform poorly for specific search queries
  60. 60. impression.co.uk/HeroConf ^ could equal = An example
  61. 61. impression.co.uk/HeroConf Is Search Query Mapping For You? 1. Get your data: PRODUCT ID / SEARCH QUERY report 2. Filter high volume queries 3. Analyse conversion rates and ROI
  62. 62. impression.co.uk/HeroConf “How do we get this data?”
  63. 63. Impression./HeroConf Sneaky tip! In Shopping SQR, the “Keyword” column contains “product grouping / product ID” when exported
  64. 64. impression.co.uk/HeroConf “How do we use this data?”
  65. 65. impression.co.uk/HeroConf Is there a significant difference in performance of a query, based on the product clicked? YES NO Relax, There’s no need to make any drastic changes. High # Clicks, Low Sales / No ROI = Implement Search Query Filtering +Remove Offending Product From This Query Focused Ad Group Only High # Clicks, Below Acceptable ROI = Implement Search Query Filtering + Adjust bids based on performance for specific query OR
  66. 66. impression.co.uk/HeroConf This data is also an invaluable source of info. Use it to optimise: - on-site content - related products
  67. 67. impression.co.uk/HeroConf Interesting examples where Mapping has worked well - 2 products running for the same exact search query, - one that converts! - One product converts better for plural searches than another - Wrong colour products converting well!
  68. 68. Impression.co.uk/HeroConf The case for Search-query focused Shopping Campaigns
  69. 69. impression.co.uk/HeroConf All of the same principles apply product level bidding ROI scripts feed optimisation audience targeting promotions RLSA
  70. 70. impression.co.uk/HeroConf Taking back control
  71. 71. impression.co.uk/HeroConf Brings focus back to intent
  72. 72. impression.tips/HeroConf Brand, Model, Product Type Location, Colour, Size, Pluralisation Celebrities Patterns “Near Me” “Best” “Compare” First Names Use Scenario Filtering Mapping +RLSA? Review product performance on a per-search query basis. React to differing performance, either in bids, exclusion of products, or on- site optimisation Force specific queries into campaigns and ad groups, based on the variables that most greatly affect performance. Create separate campaigns for RLSA traffic, and you’ll be surprised at differing query performance for returning / new users.
  73. 73. impression.co.uk/HeroConf Thank You! @Digital_Liam

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