Google Shopping Ads

Google Confidential and Proprietary 11@SiliconVallaeys @Optmyzr

Frederick Vallaeys | @SiliconVallaeys

CEO | Optmyzr

Google Shopping Ads


Optmyzr

• Google AdWords Tools for Advertisers, Consultants, and Agencies.

• Tools to make it easier to run profitable advertising campaigns.


Froogle

• “running shoes”


Retailers Increase Reliance on Shopping Ads

• 47% growth in ad spending on PLAs YoY (Q4-14)• 35% of ad clicks for retailers in Q1-15 came from PLAs

• Rise in competition = Rise in auction CPCsSources: http://www.emarketer.com/Article/Retailers-Increase-Reliance-on-PLAs/1012022http://www.rimmkaufman.com/content/quarterly/Merkle-RKG-Q1-2015-DMR.pdf


From Product Feed to Shopping Ad

Feed Optimization AdWords Optimization


Feed Optimization

Compliance

Completeness

Relevance


Feed Compliance

• Don’t include restricted products

• Don’t overlay text on images

• Keep inventory and prices updated


Feed Relevance: SEO for Feeds• Title

– Target 70 characters– Front load the most important words

• Description– Normalize colors and

other attributes

• Images– High Quality

• Product ID and Categorization– Helps Google know what your product is, and what queries it might map to– Google uses your internal product ID to save history (and Quality Score)


Feed Optimization: Make Your Ads Stand Out

1. Include a special offer with a Promotions Feed

2. Pick an image that stands out


AdWords Optimization

Structure

Bids

Queries


First Forget What You Know About AdWords

• There are NO keywords!

• In a Shopping campaign, you are automatically eligible to show ads for every product you sell, simply by making a campaign


Add Structure With Product Groups• Use Product Groups to create

groupings to exclude or set different bids for

• Segment your inventory by criteria from the feed:– Product category (5 levels)– Product type (5 levels)– Brand– Condition– Item ID– Custom labels (5)

All Products

Appliances

Microwaves

Best sellers


Account Structure Still Matters

Campaigns

• Budgets

• Geo bid modifiers

• Dayparting bid adjustments

Ad Groups

• Device bid adjustments

• Negative keywords


The Right Account Architecture

• Mimic the categorization used on your site

• Don’t put a product into more than one group for campaigns with the same priority

You can restructure and all your stats will be

preserved


Avoid Duplicate Product Targets

Campaign: Style

AG: Long Sleeve

KW: long sleeve tshirts

KW: long sleeve shirts

Campaign: Colors

AG: Red T-Shirts

KW: red tshirts

KW: red shirts

Different keywords, same landing page

Search Campaign

Campaign: Colors

PG: Red PG: White

Campaign: Style

PG: Long Sleeve

PG: Short Sleeve

Different product groups, same

product

Shopping Campaign


Does It Matter How I Structure Product GroupsBrand Category

Category Brand

It makes no difference in what order you divide the product groups if you use

the same divisions


Campaign Priorities

• The tie breaker for ad serving priority inside a campaign is CPC

• With campaign priorities, you can specify which campaigns are more important

$0.50

• High$1.00

• Medium$0.05

• Low

$1.00

• Medium$0.50

• Medium$0.05

• Medium


Use Campaign Priorities to Prioritize Best Sellers

• Create custom labels for best sellers or clearance items• Check if your best products show for generic queries


Beware of ‘Everything Else’

• Use a low priority campaign with low bids for ‘everything else’

• If you get a lot of traffic on ‘everything else’, find out why and add that new product line to a product group

• If you forget to disable everything else, all your carefully planned structure can go unused


“Everything Else”

• In this example, about 30% of clicks go to ‘everything else’• This is like bidding high on generic broad match keywords


AdWords Optimization Using Benchmark Data

• Optimize feed to make your ads stand out

Below Benchmark CTR

• Raise bidsBelow Benchmark CPC


AdWords Optimization With Search Queries

• Add negative keyword• Remove from feedLow CTR

• Add as regular keywords in search campaigns.

High CTR and High

ROAS

• Optimize your best products in the feed

Expected Query

Missing


AdWords Optimization: Bid Management

• Bid to an ROAS goal– Group items with too few

conversions to make bid decisions

– Split groups with enough conversion data further

• Bid more if you are losing IS and are below the benchmark CPC

• Use a tool: Editor or Optmyzr


Vallaeys Shopping Efficiency (VSE) Score

• I wanted a Lin/Rodnitzky ratio for Shopping AdsLR script: tptr.co/lrratio

VSE AdWords Script: tptr.co/vse-score

VSE Structure Score: Are most impressions coming from defined product groups

VSE Bid Ratio: Whether you’re paying too much or too little for ‘everything else’

Optimization suggestions for groups to split or recombine


Pitfalls

• Rumored that Google only uses the first 10,000 products per campaign

• Ad Group bids don’t do anything

• Product Group level bids get overwritten when you change higher level bids

• Promotion text is hardly ever shown


Thank You

• Try Optmyzr:

– Free trial: www.Optmyzr.com

[email protected]@SiliconVallaeys

http://www.Optmyzr.com/

mailto:[email protected]

Google Shopping Ads

Marketing