Power Google Shopping with Programmatic - CPC …learn.cpcstrategy.com/rs/006-GWW-889/images/Power...

AdDiego Summit 2017 | Presented by CPC Strategy & Google

Power Google Shopping with Programmatic

Lifting Your Ecommerce Business to the Next Level

©Copyright AdDiego 2017 | Presented by CPC Strategy & Google

Today’s Agenda

The Building Blocks

• Why & When it Makes Sense to Integrate Automation

• How to Apply Automation to Optimize Product-Level Performance

“Programmatic” in our context

• Getting the most out of your budget (and time)

• Managing large catalogs w/ fluctuating inventory

• Our CAPx platform

• Adwords Scripts for implementing automation in Q4


Who is Román Fitch?

Lead Retail Search Manager

● 5 years paid search experience● 4 years Google Shopping experience● Guided shopping strategy for 200+ accounts● Lead internal ASAT (Advanced Strategies And

Tactics) meetings


Programmatic in our context

What Programmatic for Google Shopping Is Not

● Exchange-based purchasing of inventory (display)

● Real-time bidding & optimization (display)

● Machine-learning algorithm, or AI

● “Set it & forget it” methodology

● Silver bullet


Why & When it Makes Sense to Integrate Automation


Why Automate?

● Pain-point• “It takes me too much time to run reports and analysis”• “After spending time analyzing, I can’t easily act on it”

● Remedy• Implement segmented bid rules that can be flexible

● Takeaway• Empower your marketing team to spend more time on strategy• Supplement human analysis


When Does Automation Make Sense?

Indicators that automation can help:

● You have enough Traffic • 200+ clicks day

● You have enough Conversions• 100+ monthly conversions• Product groups aren’t dominated by “one-off” conversions• Minimal products in Everything-Else

• aka the “Everything-Else Trap”

● Enough variance in Product Catalog• 100+ SKUs


How to Apply Automation to Optimize Product-Level Performance


CPC Strategy Best Practices

Structure is key to effective automation!

● Account Structure• ISO™ campaigns• Device breakouts

● Bid Rule Structure• Unique thresholds per segment

● Custom Label Structure• Product performance buckets







○ Bonus Campaign settings■ Ad Scheduling■ Audiences■ Geo-targeting■ Household Income targeting


Account Structure

● ISO™ campaigns• Isolate top converting queries -- Maximize revenue• Isolate poor performing queries -- Maximize ROAS; Minimize spend• Isolate branded terms -- Maximize impression share

• Auction Insights -- Who’s bidding on my brand terms?


Account Structure

● Device breakouts• Segment mobile campaigns if driving >30% shopping revenue• Apply device-specific bids rules• Looser mobile constraints• Account for cross-device conversions


Bid Rule Structure






Bid Rule Structure

● Aligning automation with account structure:• ISO™ campaigns• Device breakouts• Bid rule buckets• Lookback window


Bid Rule Structure

● Default bid rules buckets:

• Consistent converters• Multiple conversions > target ROI

• Low ROI converters• Spend > target CPA, ROI < 1

• Non-converters• 0 conversions, spend > target CPA

Shopping bid automation not available in AdWords UI.


Bid Rule Structure

● Lookback window• Days to conversion

● Frequency• Weekly• Monthly• Advanced:

• Bid stacking →


Custom Label Structure







True or False:

You bid on products in shopping campaigns.



False:

You bid on product groups in shopping campaigns.



● Performance buckets• Top Sellers - Maximize revenue; Maximize impression share• Live - Maximize revenue within ROI constraint• Cuts - Maximize ROAS; Minimize spend




● Account Structure• Segmented data points

● Bid Rule Structure• Aligning automation with segmented account structure; flexibility

● Custom Label Structure• Product-level bidding

● Takeaway• Empower your marketing team to spend more time on strategy• Supplement human analysis


“Programmatic” in Our Context


● Head of Product, CAPx● 7 years w/ Google Shopping (Froogle, GBase)● 3 years w/ Adwords Scripts● Former Director of Paid Search● Former Retail Search Manager

Who is David Weichel?

VP, Product Development



What Programmatic for Google Shopping Is

● Capitalizing on opportunities

● Better decision-making by facilitating flow of information

● Automating tasks to streamline your workflow

● Avoiding catastrophes


Getting the Most Out of Your Budget (and Time)


Getting the most out of your budget

Stretch your budget w/ improved Time-of-Day bid modifiers.

The 6-timeslot Adwords limitation in ad schedules

● Forced to group adjacent hours together, arbitrarily

● E.g. 4 hour clusters: 8am -12pm PST

• 8-10am hours perform lousy• 10-12pm hours perform great• Combined ad schedule performance is mediocre

Result: 8am-12pm PST gets +0% bid modifier




24/7 Bid Modifier script

● Go beyond the 6-timeslot limitation in Adwords

● Create an hourly Heat Map to visualize performance

We’ll give you this script ;)





● Enter your adjustments into Google Sheets

● Capitalize on hour trends

● Adapt your bid modifiers as new performance data comes in





● The results...

vs.



Understand your pace to avoid backloading.



Understand your pace to avoid backloading.

Budget-pacing email alerts

● Calculated based on your daily spend so far this month

● Ideal for ongoing monitoring, essential in Q4

● Helps avoid an overly-backloadedbudget allocation


Which one had the better peak/surge day?

a.

b.




Automatically scale budget on peak/surge days.

Dramatic changes in search behavior during holidays

● Unexpected surges lead to campaign-throttlingdue to budgets

● Difficult to anticipate exactly how much additionalsearch volume to expect in advance




Black Friday/Cyber Monday Budget script

● Check hourly if our campaigns are Limited by Budget. If so, increase budget by indicated amount

● Increase budgets, if...• You have additional $$$ to spend• The ROAS on the campaign is at/above goal


Which one had the better peak/surge day?

a.

b.



Managing Large Catalogsw/ Liquid Inventory


Managing large catalogs w/ liquid inventory

Keep a pulse on data feed uploads.

Basic Feed Monitoring

● Built on our in-house feed system

● Notifications for:

• Line Count increased/decreased significantly• File has not been updated in 48 hours• Stale feed for 5-10 days



Keep a pulse on product-level GMC disapprovals.

GMC disapproval alerts

● Built on our in-house feed system

● Checks approval status of entire feedin the GMC

● Compare yesterday to today, alertsyou if change is more than thespecified threshold



Keep a pulse on potential showstoppers.

Campaign Down Alerts via Adwords Scripts

● You can easily set these up!

● Be alerted of irregular fluctuations& potential showstoppers

• GMC disapprovals/suspension

• New competitor(s) in Auction

• Adwords disapprovals(Trademarks in ad copy, etc)



A dynamic product catalog is vulnerable to the Everything Else Trap.

What is the Everything-Else Trap?

● New products aren’t added to your campaign structure

● Inherit a generic, default bid

● Buries & hides:

• Top converters• Wasted spend



Avoid the Everything Else trap.

Everything-Else Audit script

● Locate product groups that could benefit from being broken out further

● Prevent spend and/or conversions fromaccumulating in Everything Else w/ a low bid

● Still requires you to build PGs manually...

But you can focus effort on PGs that will yield the biggest positive impact


CAPx Platform:The Technology Behind Our Team


Our CAPx platform

Automate your bid ops & maintenance.

Bidding Rules for Google Shopping

● Fully customizable based on performance, like attributes, goals & more

● Preview changes in real-time

● Undo changes


Our CAPx platform

Leverage a Custom Label strategy that enables top-performers.

Custom Labels Tool

● Edit Custom Labels based on product-level performance

● Edit Product Titlesto optimize click-thru-rate (CTR)

● Add/Remove Promotionsto enhance your listings

● View Price historyto see if price is impacting performance


Our CAPx platform

Focus on people & behavior.


Our CAPx platform


Adwords Audience Bidding

● Analyze audience data at varioussegmentation levels

● Edit audience bid modifiers forselected segments


Our CAPx platform


Adwords Audience Bidding - Why we built it...

● Evolving our bidding methodology to cater to a more personalized SERP experience

● Going beyond traditional search query targeting

• In-market segments• Similar audiences• Email lists• RLSA


What we covered

• Why & When: The Building Blocks

• Structure is key• Campaign & ad group• Custom labels for product • Bidding rules

• Getting the most out of your budget• Budget-pacing • 24/7 bid modifiers• BF/CM budget rules

• Managing large catalogs w/ fluctuating inventory• Feed & GMC monitoring• New Products & Everything Else trap

• How our team uses technology


Free Adwords Scripts

Ready to install Adwords Scripts for Google Shopping

● Budget Pacing email alert (All) - https://goo.gl/SNXkwg

● 24/7 Bid Modifier script (All) - https://goo.gl/r1Tnd1

● Campaign Down alerts (All) - https://goo.gl/gJhn4f

● Movers/Shakers report (Shopping only) - https://goo.gl/oyGM6z

Slides will be available via www.cpcstrategy.com/addiego-recap

https://goo.gl/SNXkwg

https://goo.gl/r1Tnd1

https://goo.gl/gJhn4f

https://goo.gl/oyGM6z

http://www.cpcstrategy.com/addiego-recap

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