SMX 2016: Google Shopping Campaign Maintenance

#SMX #33B @SusanEDubWhat to look at, analyze & do to evolve!

REAPING THE FIELDS IN GOOGLE

SHOPPING: ONGOING

OPTIMIZATIONS

#SMX #33B @SusanEDub

Paid Search Tools


Shopping Tools

“It doesn’t matter, it’s just one big broad match campaign anyway.”


Accrue DataRevisit It Maximize Your Money!

So, you launched…


TITLE SLIDE ALTERNATIVE LAYOUT w/ IMAGESTRENGTH TRAINING

AIR TRAFFIC CONTROL: QUERY MAPPING

AIR TRAFFIC CONTROL: QUERY MAPPING


Where would YOU want it matching to?

Account-Level Query Mapping

Search Term Campaign Sum of Impressions Sum of Cost Average of CTR Sum of Conversions Average of Cost / conv.knee high socks 1,330,317 13,371.89$ 7.5% 481 27.80$

Campaign #1 854,643 10,352.95$ 1.7% 293 35.33$ Campaign #2 426,882 2,126.73$ 0.9% 118 18.02$ Campaign #3 23,728 680.98$ 16.1% 46 14.80$ Campaign #4 5,858 135.26$ 7.2% 15 9.02$ Campaign #5 9,843 38.42$ 0.4% 5 7.68$ Campaign #6 2,848 13.69$ 0.7% 2 6.85$ Campaign #7 1,283 9.65$ 0.6% 2 4.83$


1. Search Query Report.

2. Export to Excel.3. Create pivot

table. Rows: Search termAd Group

How You Do It


Create negative keywords to funnel search queries towards the groups that are most profitable.

Negative Keyword All The Things!

Search Term Campaign Sum of Impressions Sum of Cost Average of CTR Sum of Conversions Average of Cost / conv.knee high socks 1,330,317 13,371.89$ 7.5% 481 27.80$

Campaign #1 854,643 10,352.95$ 1.7% 293 35.33$ Campaign #2 426,882 2,126.73$ 0.9% 118 18.02$ Campaign #3 23,728 680.98$ 16.1% 46 14.80$ Campaign #4 5,858 135.26$ 7.2% 15 9.02$ Campaign #5 9,843 38.42$ 0.4% 5 7.68$ Campaign #6 2,848 13.69$ 0.7% 2 6.85$ Campaign #7 1,283 9.65$ 0.6% 2 4.83$


DON’T BURN MONEYSTRUCTURING FOR ROAS &

LIMITED BUDGETS


This is where Ad Groups come in handy vs. Product Groups.

(Remember: No Product Group tracking in Analytics!)

Evaluate your strongest ROAS performersAd Groups ROAS

Ad Group #1 507.60%Ad Group #2 305.07%Ad Group #3 389.39%Ad Group #4 820.26%Ad Group #5 695.12%Ad Group #6 737.80%Ad Group #7 1088.71%Ad Group #8 850.16%Ad Group #9 2230.52%Ad Group #10 3306.22%Ad Group #11 1588.01%Ad Group #12 1455.85%


Test Grouping Strong ROAS & Allocating Budget


Remember What You’re Actually Bidding On

You are bidding on the product

Not on the search query


• Inherent attributes – Physical attributes • These can help with making more granular ad groups

• Client-made attributes – Business-type attributes• These can help with bid and Campaign prioritization.

Evaluate Product Attributes Beyond Feed-Standard Fields


Custom Labels to the Rescue!

Item Custom Label 0 Custom Label 1 Custom Label 2 Custom Label 3 Custom Label 4Thing 1 Winter High Margin New for 2015 DesignerThing 2 Winter Low Margin DesignerThing 3 Fall High Margin Best Seller In-House BrandThing 4 Summer Closeout In-House Brand


Hi. I’m a gorgeous high heel.

I’m teal. I’m a size 8.

But I also now belong in to the following groups because of my Custom Labels:• Designer• High Margin

So where do I live when you build your campaign? Will I wind up in a few ad groups?

The Conundrum


Campaign: Womens’ Shoes – High Margin Ad Group: Heels- Designer

Campaign: Womens’ Shoes – Low MarginAd Group: Heels-Designer

With the right structure, where an item should live becomes easier. These structures can evolve over time as you analyze performance.

All Together Now: Plan Your Structure!


Granular Tends To Be Better

Womens’ Boots

New 20162015 CloseoutsKnee HighAnkle HighHigh MarginBrownBlack

189% ROAS

232% ROAS

Womens’ Boots: High ROAS


BID STRATEGY FUSSING


Manual CPCMaximize ClicksEnhanced CPCTarget Return on Spend (New-ish)

Who Says There’s One Best Way?


Shared Library Bid Strategies

How Does the New-ish One Work?


Exceeded 220% target for a high volume campaign, but volume fell slightly.

And…How Does It Do?

• ROAS before: 261.5%• ROAS after: 279.8%

• Conversion rate before: 4.3%• Conversion rate after:

4.4%

• Transactions per day before: 6• Transactions per day after:

4


Didn’t do so hot with a campaign that had lower volume.

And…How Does It Do?

Conclusion: YMMV.


YOU KNEW I WAS GOING TO SAY THE M-WORD AT SOME POINT.


Physical Storefront & Local Inventory Ads = Value in Radius

Increase bid modifiers to a radius around your physical locations to capture nearby searchers and help drive in-store foot traffic.


Regularly Evaluate Performance By Distance

Remember to make sure your Business account is linked to your AdWords!


Details Auction Insights

Segment Device Type

Export, Add Segment Time Month

How Are You Competing?


Check Out Seasonality Wins & Weak Spots


• Query map & negative keywords like a crazy person

• Consider grouping items based on ROAS/margin to drive how aggressive you bid

• Utilize Custom Labels to create more specific groupings and increase your control

• Evaluate mobile user performance based on distance from physical storefronts

• Evaluate mobile performance vs. competition

Let’s Wrap It Up

#SMX #33B @SusanEDubSEE YOU AT THE NEXT #SMX

THANK YOU!

SMX 2016: Google Shopping Campaign Maintenance

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Transcript of SMX 2016: Google Shopping Campaign Maintenance