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The Holidays Are Coming (Again!): 4 Ecommerce PPC Tricks to Master for Success

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Each year a completely unexpected and startling phenomenon occurs... the holidays. Of course, each year we digital marketers are told that we should be getting ready extra early, and each year we tend to put it off longer than we intended.

Well, let this year be different as in this webinar, we tackle 4 ways to take your ecommerce PPC account to the next level in time for the holidays!

In this webinar we will discuss:

The best way to set up your Shopping account, and why this is so important to master
How Remarketing for Shopping and DSA can give you that additional conversion boost
How to completely change out your account ads with countdown customizer ads in 15 minutes

Publicado en: Empresariales
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The Holidays Are Coming (Again!): 4 Ecommerce PPC Tricks to Master for Success

  1. 1. The Holidays Are Coming (Again)! 4 Ecommerce PPC Tricks to Master for Success KIRK WILLIAMS
  2. 2. @Kissmetrics #KissWebinar @ allisoncarpio
  3. 3. Allison is the Product Marketing & Content Manager at Kissmetrics. She’s a conversion copywriter, creating high converting websites and email campaigns. She’s obsessed with finding and testing messaging and copy that sells. ALLISON CARPIO Product Marketing Content Manager, Kissmetrics @allisoncarpio Kirk is with ZATO, his boutique PPC Marketing agency and has been working in Paid Search since 2010. He has published articles on Search Engine Land, Moz, PPC Hero, and the Bing Ads blog and has spoken on PPC at SMX, Hero Conference, and State of Search. KIRK WILLIAMS Owner and Minion, Zato @ppckirk
  4. 4. #KissWebinar @PPCKirk
  5. 5. 1 Introduction Shopping Ads Setup RLSA for Shopping RLSA for DSA (RDSA) Easy Countdown Customizer Setup 2 4 Things to Master in Ecommerce PPC 3 Q & A TABLE OF CONTENTS
  6. 6. Shoppings Ads IT’S THE SETUP, STUPID
  7. 7. One Major Problem in Shopping. SHOPPING ADS: GET SET UP FOR SUCCESS SEARCH Bidding =
  8. 8. One Major Problem in Shopping. SHOPPING ADS: GET SET UP FOR SUCCESS SEARCH Bidding = SHOPPING Bidding =
  9. 9. Why it is significant: SHOPPING ADS: GET SET UP FOR SUCCESS MAX $1.50 CPC = [sword]
  10. 10. Why it is significant: SHOPPING ADS: GET SET UP FOR SUCCESS MAX $1.50 CPC = [sword] [lightsaber]
  11. 11. Why it is significant: SHOPPING ADS: GET SET UP FOR SUCCESS MAX $1.50 CPC = [sword] [lightsaber] [buy custom lightsaber from ultrasaber.com]
  12. 12. TWEET OF THE DAY The reason bidding by product is such a major weakness in Shopping, is because products do not reveal personal intent like queries. @NEILPATEL @Kissmetrics @PPCKirk #KissWebinar #PPCChat
  13. 13. SHOPPING ADS: GET SET UP FOR SUCCESS “dash it all, Holmes, how does one bid for queries in Shopping?!” “Quite the conundrum, dear Watson.”
  14. 14. SHOPPING ADS: GET SET UP FOR SUCCESS Martin Roettgerding @bloomarty http://www.ppc-epiphany.com/2014/12/08/taking- google-shopping-to-the-next-level/
  15. 15. SHOPPING ADS: GET SET UP FOR SUCCESS (me!) @PPCKirk http://searchengineland.co m/step-step-guide-query- level-bidding-google- shopping-228309
  16. 16. SHOPPING ADS: GET SET UP FOR SUCCESS Campaign Priority Negative Keywords Shared Budget Product Bids 4 Essential Aspects
  17. 17. SHOPPING ADS: GET SET UP FOR SUCCESS Shopping – Shoes – NB – US Brand & SKU filter through
  18. 18. SHOPPING ADS: GET SET UP FOR SUCCESS Shopping – Shoes – NB – US Shopping – Shoes – BR – US Brand & SKU filter through SKU filter through
  19. 19. 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
  20. 20. SHOPPING ADS: GET SET UP FOR SUCCESS
  21. 21. TWEET OF THE DAY The key to implementing the Query- Filtering strategy in your account is to not bite off more than you can chew. Transition intelligently. @NEILPATEL @Kissmetrics @PPCKirk #KissWebinar #PPCChat
  22. 22. SHOPPING ADS: GET SET UP FOR SUCCESS Ideal Product Grouping (not best, not worst) Identify Transition Intelligently & Slowly
  23. 23. SHOPPING ADS: GET SET UP FOR SUCCESS Ideal Product Grouping (not best, not worst) New Product Grouping Campaigns Identify Build Transition Intelligently & Slowly
  24. 24. SHOPPING ADS: GET SET UP FOR SUCCESS Ideal Product Grouping (not best, not worst) New Product Grouping Campaigns Product Groups in Legacy Campaign Identify Build Pause Transition Intelligently & Slowly
  25. 25. RLSA for Shopping DREAMS DO COME TRUE
  26. 26. RLSA FOR SHOPPING How could the offspring of remarketing and shopping not be wonderfully life-changing for ecommerce PPC?
  27. 27. RLSA FOR SHOPPING
  28. 28. Don’t listen to Google. Separate out RLSA from Regular Search! RLSA FOR SHOPPING
  29. 29. RLSA FOR SHOPPING
  30. 30. 4 Reasons to Separate Out RLSA from Regular Shopping Campaigns.
  31. 31. 4 Reasons to Separate out RLSA from Regular Shopping 1 Random bid modifiers = monsters RLSA FOR SHOPPING
  32. 32. 4 Reasons to Separate out RLSA from Regular Shopping vs Shopping Client 353% Increase in ROAS 588% Increase in CVR 1 Random bid modifiers = monsters 2 Return customers ≠ new customers RLSA FOR SHOPPING
  33. 33. 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
  34. 34. 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 want another? RLSA FOR SHOPPING
  35. 35. How should you construct your RLSA Shopping Campaigns? RLSA FOR SHOPPING
  36. 36. Build Your Remarketing Lists RLSA FOR SHOPPING How should you construct your RLSA Shopping Campaigns?
  37. 37. TWEET OF THE DAY RLSA for Shopping isn’t the same as Search bc of products. Use broader lists and let Google narrow down the targeting auto-magically. @NEILPATEL @Kissmetrics @PPCKirk #KissWebinar #PPCChat
  38. 38. RLSA FOR SHOPPING How should you construct your RLSA Shopping Campaigns?
  39. 39. RLSA FOR SHOPPING How should you construct your RLSA Shopping Campaigns? Pro Tip: Try experimenting with different Micro-Conversion Goals as Lists.
  40. 40. RLSA FOR SHOPPING How should you construct your RLSA Shopping Campaigns? - Copy Current Shopping Campaign - Paste & Rename - Add Remarketing Lists to Ad Groups in Bulk - Set Appropriate Bid Modifiers - MAGIC
  41. 41. RLSA FOR SHOPPING Copy RLSA lists, select “Make multiple changes”, paste into the new window and select your ad groups.
  42. 42. RLSA FOR SHOPPING ALL Utilize 1 main “master” campaign
  43. 43. RLSA FOR SHOPPING ALL TOP Utilize 1 main “master” campaign Pull Top Brands/Categories into individual Campaigns
  44. 44. RLSA FOR SHOPPING ALL TOP Utilize 1 main “master” campaign Pull Top Brands/Categories into individual Campaigns Use Optmyzr to Auto- magically create a new Ad Group for every Product in those Top Brands/Categories
  45. 45. RLSA FOR SHOPPING Watch Out For Trolls! Be aware of “Bid only”
  46. 46. RLSA FOR SHOPPING Watch Out For Trolls! Be aware of “Bid only” Be aware that you cannot exclude audiences yet in Shopping Campaigns.
  47. 47. RLSA FOR SHOPPING Spotted: The Rare & Priceless Night Fury! Customer Match for Shopping now in Beta! Sign up here: http://bit.ly/shopping-match-beta
  48. 48. RLSA for DSA A.K.A., RDSA
  49. 49. RLSA FOR DSA The savvy PPCer’s response to DSA:
  50. 50. RLSA FOR DSA Left unchecked… DSA accuracy is, well...
  51. 51. RLSA FOR DSA My confession: I don’t hate DSA anymore. SHHHHHHHH. http://searchengineland.com/adwords-dynamic-search-ads-work-better-think-194435
  52. 52. RLSA FOR DSA Lead = Bad
  53. 53. RLSA FOR DSA Assist = Good
  54. 54. TWEET OF THE DAY If using DSA as your primary Search strategy (lead), you’re doing it wrong. But if for the purpose of finding new traffic (assist)? Hooray! @NEILPATEL @Kissmetrics @PPCKirk #KissWebinar #PPCChat
  55. 55. RLSA FOR DSA
  56. 56. Think of DSA like Shopping, the robots have control.
  57. 57. RLSA FOR DSA Try the same broad RLSA list tricks as with your Shopping Ads.
  58. 58. RLSA FOR DSA Read Matt Umbro’s article on RDSA (his discovery, btw) https://www.semrush.com/blog/rdsa-a- powerful-new-google-adwords-campaign/ @Matt_Umbro #ppcchat
  59. 59. The 15 Minute Countdown Customizer Setup TAKE 15 MINUTES TO ADD ACCOUNT-WIDE SALES ADS
  60. 60. THE 15 MINUTE COUNTDOWN CUSTOMIZER SETUP Turn this… …into this!
  61. 61. THE 15 MINUTE COUNTDOWN CUSTOMIZER SETUP Industry reported benefit to utilizing customizer ads. http://searchengineland.com/gauging-impact-adwords-countdown-customizer-222419
  62. 62. TWEET OF THE DAY In a test done by @Matt_Umbro, Countdown Customizer ads increased CTR by 40%, decreased CPA by 41%, and increased CVR by a whopping 80%! @NEILPATEL @Kissmetrics @PPCKirk #KissWebinar #PPCChat
  63. 63. THE 15 MINUTE COUNTDOWN CUSTOMIZER SETUP Ready for our whirlwind setup?
  64. 64. THE 15 MINUTE COUNTDOWN CUSTOMIZER SETUP Set up template Customizer ad in UI
  65. 65. THE 15 MINUTE COUNTDOWN CUSTOMIZER SETUP Create a new Label for that Ad
  66. 66. THE 15 MINUTE COUNTDOWN CUSTOMIZER SETUP Create a new Label for that Ad …then label all live text ads.
  67. 67. THE 15 MINUTE COUNTDOWN CUSTOMIZER SETUP Open up handy, dandy editor
  68. 68. THE 15 MINUTE COUNTDOWN CUSTOMIZER SETUP Export Pre-Sale labeled ads to CSV
  69. 69. THE 15 MINUTE COUNTDOWN CUSTOMIZER SETUP Add your Customizer Code to all live Pre-Sale Ads & remove duplicates
  70. 70. THE 15 MINUTE COUNTDOWN CUSTOMIZER SETUP Make static ads in CSV, then post changes.
  71. 71. THE 15 MINUTE COUNTDOWN CUSTOMIZER SETUP Make static ads in CSV, then post changes.
  72. 72. THE 15 MINUTE COUNTDOWN CUSTOMIZER SETUP but… now what?
  73. 73. THE 15 MINUTE COUNTDOWN CUSTOMIZER SETUP Rules Round 1
  74. 74. THE 15 MINUTE COUNTDOWN CUSTOMIZER SETUP Rules Round 2
  75. 75. THE 15 MINUTE COUNTDOWN CUSTOMIZER SETUP Customizer Ad Magic, in 15 minutes!
  76. 76. 1 Introduction Shopping Ads Setup RLSA for Shopping RLSA for DSA (RDSA) Easy Countdown Customizer Setup 2 4 Things to Master in Ecommerce PPC 3 Q & A TABLE OF CONTENTS
  77. 77. KIRK WILLIAMS Owner and Minion, Zato @ppckirk kirk@zatomarketing.com ALLISON CARPIO Product Marketing Content Manager, Kissmetrics @allisoncarpio acarpio@kissmetrics.com Questions?

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