That's Hot! 3 Shopping Campaign Tips That Would Make Paris Hilton Proud By Purna Virji
-
Upload
search-marketing-expo-smx -
Category
Retail
-
view
558 -
download
0
Transcript of That's Hot! 3 Shopping Campaign Tips That Would Make Paris Hilton Proud By Purna Virji
![Page 1: That's Hot! 3 Shopping Campaign Tips That Would Make Paris Hilton Proud By Purna Virji](https://reader036.fdocuments.in/reader036/viewer/2022062901/58f295de1a28ab3b238b4571/html5/thumbnails/1.jpg)
#SMX #14C @PurnaVirjiBy Purna Virji, Senior Training Manager, Microsoft
That’s Hot!3 Shopping Campaign Tips that would make Paris Hilton Proud
![Page 2: That's Hot! 3 Shopping Campaign Tips That Would Make Paris Hilton Proud By Purna Virji](https://reader036.fdocuments.in/reader036/viewer/2022062901/58f295de1a28ab3b238b4571/html5/thumbnails/2.jpg)
#SMX #14C @PurnaVirji
WRITER SPEAKER
All of the job titlesSENIOR PPC TRAINING MANAGER
![Page 3: That's Hot! 3 Shopping Campaign Tips That Would Make Paris Hilton Proud By Purna Virji](https://reader036.fdocuments.in/reader036/viewer/2022062901/58f295de1a28ab3b238b4571/html5/thumbnails/3.jpg)
#SMX #14C @PurnaVirji
![Page 4: That's Hot! 3 Shopping Campaign Tips That Would Make Paris Hilton Proud By Purna Virji](https://reader036.fdocuments.in/reader036/viewer/2022062901/58f295de1a28ab3b238b4571/html5/thumbnails/4.jpg)
#SMX #14C @PurnaVirji
![Page 5: That's Hot! 3 Shopping Campaign Tips That Would Make Paris Hilton Proud By Purna Virji](https://reader036.fdocuments.in/reader036/viewer/2022062901/58f295de1a28ab3b238b4571/html5/thumbnails/5.jpg)
#SMX #14C @PurnaVirji
1.Our feeds2.Our creative3.Our budgets
Let’s optimize
![Page 6: That's Hot! 3 Shopping Campaign Tips That Would Make Paris Hilton Proud By Purna Virji](https://reader036.fdocuments.in/reader036/viewer/2022062901/58f295de1a28ab3b238b4571/html5/thumbnails/6.jpg)
#SMX #14C @PurnaVirji
1. Goal: Cover Model
![Page 7: That's Hot! 3 Shopping Campaign Tips That Would Make Paris Hilton Proud By Purna Virji](https://reader036.fdocuments.in/reader036/viewer/2022062901/58f295de1a28ab3b238b4571/html5/thumbnails/7.jpg)
#SMX #14C @PurnaVirji
Blanks are bad!
![Page 8: That's Hot! 3 Shopping Campaign Tips That Would Make Paris Hilton Proud By Purna Virji](https://reader036.fdocuments.in/reader036/viewer/2022062901/58f295de1a28ab3b238b4571/html5/thumbnails/8.jpg)
#SMX #14C @PurnaVirji
Add descriptors
![Page 9: That's Hot! 3 Shopping Campaign Tips That Would Make Paris Hilton Proud By Purna Virji](https://reader036.fdocuments.in/reader036/viewer/2022062901/58f295de1a28ab3b238b4571/html5/thumbnails/9.jpg)
#SMX #14C @PurnaVirji
Cheat sheet
- Include the following:• Brand + Product Name + Product Type + Gender + Size + Color (if applicable)
E.g. Patagonia Artic Thermal Winter Jacket, Men's Size
L, Blue
- Normalize to most common (Male vs Men’s)
- Know your limits: 35 | 150
TIP: Check the
search term report for ideas to make titles more relevant.
![Page 10: That's Hot! 3 Shopping Campaign Tips That Would Make Paris Hilton Proud By Purna Virji](https://reader036.fdocuments.in/reader036/viewer/2022062901/58f295de1a28ab3b238b4571/html5/thumbnails/10.jpg)
#SMX #14C @PurnaVirji
Make your descriptions werk!
![Page 11: That's Hot! 3 Shopping Campaign Tips That Would Make Paris Hilton Proud By Purna Virji](https://reader036.fdocuments.in/reader036/viewer/2022062901/58f295de1a28ab3b238b4571/html5/thumbnails/11.jpg)
#SMX #14C @PurnaVirji
Categorize as deeply as possibleAim for 4+ layers deep, help the system find your ads
Better relevance -> more triggers -> more impressions -> more clicks
Category 1 Category 2 Category 3 Category 4Apparel & Accessories Clothing DressesApparel & Accessories Clothing Dresses Cocktail DressesApparel & Accessories Clothing Dresses Day DressesApparel & Accessories Clothing Dresses Formal GownsApparel & Accessories Clothing Dresses Little Black DressesApparel & Accessories Clothing One-PiecesApparel & Accessories Clothing One-Pieces Jumpsuits & RompersApparel & Accessories Clothing One-Pieces Leotards & UnitardsApparel & Accessories Clothing One-Pieces Overalls
Better
![Page 12: That's Hot! 3 Shopping Campaign Tips That Would Make Paris Hilton Proud By Purna Virji](https://reader036.fdocuments.in/reader036/viewer/2022062901/58f295de1a28ab3b238b4571/html5/thumbnails/12.jpg)
#SMX #14C @PurnaVirji
Loves it!
![Page 13: That's Hot! 3 Shopping Campaign Tips That Would Make Paris Hilton Proud By Purna Virji](https://reader036.fdocuments.in/reader036/viewer/2022062901/58f295de1a28ab3b238b4571/html5/thumbnails/13.jpg)
#SMX #14C @PurnaVirji
2. “Don’t be boring and dress cute wherever you go.”
![Page 14: That's Hot! 3 Shopping Campaign Tips That Would Make Paris Hilton Proud By Purna Virji](https://reader036.fdocuments.in/reader036/viewer/2022062901/58f295de1a28ab3b238b4571/html5/thumbnails/14.jpg)
#SMX #14C @PurnaVirji
Which ad catches your eye?
1. 2. 3.
4. 6. 5.
![Page 15: That's Hot! 3 Shopping Campaign Tips That Would Make Paris Hilton Proud By Purna Virji](https://reader036.fdocuments.in/reader036/viewer/2022062901/58f295de1a28ab3b238b4571/html5/thumbnails/15.jpg)
#SMX #14C @PurnaVirji
Which ad catches your attention?
1. 2. 3. 4. 5.
![Page 16: That's Hot! 3 Shopping Campaign Tips That Would Make Paris Hilton Proud By Purna Virji](https://reader036.fdocuments.in/reader036/viewer/2022062901/58f295de1a28ab3b238b4571/html5/thumbnails/16.jpg)
#SMX #14C @PurnaVirji
Which ad catches your eye?
1. 2. 3.
4. 6. 5.
![Page 17: That's Hot! 3 Shopping Campaign Tips That Would Make Paris Hilton Proud By Purna Virji](https://reader036.fdocuments.in/reader036/viewer/2022062901/58f295de1a28ab3b238b4571/html5/thumbnails/17.jpg)
#SMX #14C @PurnaVirji
![Page 18: That's Hot! 3 Shopping Campaign Tips That Would Make Paris Hilton Proud By Purna Virji](https://reader036.fdocuments.in/reader036/viewer/2022062901/58f295de1a28ab3b238b4571/html5/thumbnails/18.jpg)
#SMX #14C @PurnaVirji
Core creative elements
Image
Enhancements
Price
![Page 19: That's Hot! 3 Shopping Campaign Tips That Would Make Paris Hilton Proud By Purna Virji](https://reader036.fdocuments.in/reader036/viewer/2022062901/58f295de1a28ab3b238b4571/html5/thumbnails/19.jpg)
#SMX #14C @PurnaVirji
Image
Show multiple colors
![Page 20: That's Hot! 3 Shopping Campaign Tips That Would Make Paris Hilton Proud By Purna Virji](https://reader036.fdocuments.in/reader036/viewer/2022062901/58f295de1a28ab3b238b4571/html5/thumbnails/20.jpg)
#SMX #14C @PurnaVirji
Image
Show product in use
![Page 21: That's Hot! 3 Shopping Campaign Tips That Would Make Paris Hilton Proud By Purna Virji](https://reader036.fdocuments.in/reader036/viewer/2022062901/58f295de1a28ab3b238b4571/html5/thumbnails/21.jpg)
#SMX #14C @PurnaVirji
Try it out
![Page 22: That's Hot! 3 Shopping Campaign Tips That Would Make Paris Hilton Proud By Purna Virji](https://reader036.fdocuments.in/reader036/viewer/2022062901/58f295de1a28ab3b238b4571/html5/thumbnails/22.jpg)
#SMX #14C @PurnaVirji
Image
Show multiple colors
Show product in use
High resolution images
![Page 23: That's Hot! 3 Shopping Campaign Tips That Would Make Paris Hilton Proud By Purna Virji](https://reader036.fdocuments.in/reader036/viewer/2022062901/58f295de1a28ab3b238b4571/html5/thumbnails/23.jpg)
#SMX #14C @PurnaVirji
Price $Start with regular price
Add sale price
Or price competitively against other ads
![Page 24: That's Hot! 3 Shopping Campaign Tips That Would Make Paris Hilton Proud By Purna Virji](https://reader036.fdocuments.in/reader036/viewer/2022062901/58f295de1a28ab3b238b4571/html5/thumbnails/24.jpg)
#SMX #14C @PurnaVirji
Price $
![Page 25: That's Hot! 3 Shopping Campaign Tips That Would Make Paris Hilton Proud By Purna Virji](https://reader036.fdocuments.in/reader036/viewer/2022062901/58f295de1a28ab3b238b4571/html5/thumbnails/25.jpg)
#SMX #14C @PurnaVirji
Price $
![Page 26: That's Hot! 3 Shopping Campaign Tips That Would Make Paris Hilton Proud By Purna Virji](https://reader036.fdocuments.in/reader036/viewer/2022062901/58f295de1a28ab3b238b4571/html5/thumbnails/26.jpg)
#SMX #14C @PurnaVirji
Enhancements
Local Promos Reviews
![Page 27: That's Hot! 3 Shopping Campaign Tips That Would Make Paris Hilton Proud By Purna Virji](https://reader036.fdocuments.in/reader036/viewer/2022062901/58f295de1a28ab3b238b4571/html5/thumbnails/27.jpg)
#SMX #14C @PurnaVirji
Make your descriptions werk!Actions while shopping
90%of retail shoppers use smartphones in stores.
77%of searches mentioning “coupon” are initiated on a smartphone or tablet.
Source: Hitwise Source: Marketing Land
![Page 28: That's Hot! 3 Shopping Campaign Tips That Would Make Paris Hilton Proud By Purna Virji](https://reader036.fdocuments.in/reader036/viewer/2022062901/58f295de1a28ab3b238b4571/html5/thumbnails/28.jpg)
#SMX #14C @PurnaVirji
Local inventory
https://support.google.com/merchants/answer/3057972?hl=en
![Page 29: That's Hot! 3 Shopping Campaign Tips That Would Make Paris Hilton Proud By Purna Virji](https://reader036.fdocuments.in/reader036/viewer/2022062901/58f295de1a28ab3b238b4571/html5/thumbnails/29.jpg)
#SMX #14C @PurnaVirji
Merchant Promotions
http://help.bingads.microsoft.com/apex/index/3/en/56805
![Page 30: That's Hot! 3 Shopping Campaign Tips That Would Make Paris Hilton Proud By Purna Virji](https://reader036.fdocuments.in/reader036/viewer/2022062901/58f295de1a28ab3b238b4571/html5/thumbnails/30.jpg)
#SMX #14C @PurnaVirji
Reviews and ratings
![Page 31: That's Hot! 3 Shopping Campaign Tips That Would Make Paris Hilton Proud By Purna Virji](https://reader036.fdocuments.in/reader036/viewer/2022062901/58f295de1a28ab3b238b4571/html5/thumbnails/31.jpg)
#SMX #14C @PurnaVirji
Reviews and ratings
Ratings from advertiser’s site and trusted third parties
Product ratings3
Display only for merchants with high
ratings
Elite merchant badge
1
Automatically detected by price changes in
feeds
Price drop alerts2
![Page 32: That's Hot! 3 Shopping Campaign Tips That Would Make Paris Hilton Proud By Purna Virji](https://reader036.fdocuments.in/reader036/viewer/2022062901/58f295de1a28ab3b238b4571/html5/thumbnails/32.jpg)
#SMX #14C @PurnaVirji
That’s hot!
![Page 33: That's Hot! 3 Shopping Campaign Tips That Would Make Paris Hilton Proud By Purna Virji](https://reader036.fdocuments.in/reader036/viewer/2022062901/58f295de1a28ab3b238b4571/html5/thumbnails/33.jpg)
#SMX #14C @PurnaVirji
3. Singer, author, actress, DJ, reality TV star…
![Page 34: That's Hot! 3 Shopping Campaign Tips That Would Make Paris Hilton Proud By Purna Virji](https://reader036.fdocuments.in/reader036/viewer/2022062901/58f295de1a28ab3b238b4571/html5/thumbnails/34.jpg)
#SMX #14C @PurnaVirji
![Page 35: That's Hot! 3 Shopping Campaign Tips That Would Make Paris Hilton Proud By Purna Virji](https://reader036.fdocuments.in/reader036/viewer/2022062901/58f295de1a28ab3b238b4571/html5/thumbnails/35.jpg)
#SMX #14C @PurnaVirji
Identify hidden opportunities
• Benchmark + Share of Impressions
• Dimensions• Search Term• Mobile performance
![Page 36: That's Hot! 3 Shopping Campaign Tips That Would Make Paris Hilton Proud By Purna Virji](https://reader036.fdocuments.in/reader036/viewer/2022062901/58f295de1a28ab3b238b4571/html5/thumbnails/36.jpg)
#SMX #14C @PurnaVirji
Remarketing works too!
![Page 37: That's Hot! 3 Shopping Campaign Tips That Would Make Paris Hilton Proud By Purna Virji](https://reader036.fdocuments.in/reader036/viewer/2022062901/58f295de1a28ab3b238b4571/html5/thumbnails/37.jpg)
#SMX #14C @PurnaVirji
Solid results
2.4% of Total Clicks
19.4% higher CPC
40.3% higher CTR
59.3% higher Conversion Rate
Source: UI Audience Reporting, Feb - Mar 2016
![Page 38: That's Hot! 3 Shopping Campaign Tips That Would Make Paris Hilton Proud By Purna Virji](https://reader036.fdocuments.in/reader036/viewer/2022062901/58f295de1a28ab3b238b4571/html5/thumbnails/38.jpg)
#SMX #14C @PurnaVirji
Loves it!
![Page 39: That's Hot! 3 Shopping Campaign Tips That Would Make Paris Hilton Proud By Purna Virji](https://reader036.fdocuments.in/reader036/viewer/2022062901/58f295de1a28ab3b238b4571/html5/thumbnails/39.jpg)
#SMX #14C @PurnaVirji
Do they sell walls?
![Page 40: That's Hot! 3 Shopping Campaign Tips That Would Make Paris Hilton Proud By Purna Virji](https://reader036.fdocuments.in/reader036/viewer/2022062901/58f295de1a28ab3b238b4571/html5/thumbnails/40.jpg)
#SMX #14C @PurnaVirji
Unfortunately,misattribution is not hot.
![Page 41: That's Hot! 3 Shopping Campaign Tips That Would Make Paris Hilton Proud By Purna Virji](https://reader036.fdocuments.in/reader036/viewer/2022062901/58f295de1a28ab3b238b4571/html5/thumbnails/41.jpg)
#SMX #14C @PurnaVirji
1.Title + Description
2.Photo + Price3.Benchmarking4.Remarketing5.Who sells
walls?
Key takeaways
![Page 42: That's Hot! 3 Shopping Campaign Tips That Would Make Paris Hilton Proud By Purna Virji](https://reader036.fdocuments.in/reader036/viewer/2022062901/58f295de1a28ab3b238b4571/html5/thumbnails/42.jpg)
© 2016 Microsoft Corporation. All rights reserved. Microsoft, Windows, and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries.
The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation.
Because Microsoft must respond to changing market conditions, it should not be interpreted as a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the dateof this presentation.
Microsoft MAKES NO WARRANTIES–EXPRESS, IMPLIED, OR STATUTORY–REGARDING THEI NFORMATION IN THIS PRESENTATION.
Thank you!
@PurnaVirji
![Page 43: That's Hot! 3 Shopping Campaign Tips That Would Make Paris Hilton Proud By Purna Virji](https://reader036.fdocuments.in/reader036/viewer/2022062901/58f295de1a28ab3b238b4571/html5/thumbnails/43.jpg)
#SMX #14C @PurnaVirjiLEARN MORE: UPCOMING @SMX EVENTS
THANK YOU! SEE YOU AT THE NEXT #SMX