Top tips from improving e-commerce AdWords campaigns - Rebekah Schelhout, Periscopix & Brogan...
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Transcript of Top tips from improving e-commerce AdWords campaigns - Rebekah Schelhout, Periscopix & Brogan...
© Periscopix 2014 www.periscopix.co.uk
Top Tips For Improving E-Commerce AdWords Campaigns
Rebekah Schelfhout & Brogan Savage @Rebekahtweet @SavageBrogan @Periscopix
17th June 2014
© Periscopix 2014 www.periscopix.co.uk
Agenda
• Extensions • Bid Multipliers • PLA’s/Google Shopping • How Cath Kidston use AdWords
© Periscopix 2014 www.periscopix.co.uk
Location Extensions Sitelinks Call Extensions
© Periscopix 2014 www.periscopix.co.uk
© Periscopix 2014 www.periscopix.co.uk
© Periscopix 2014 www.periscopix.co.uk
© Periscopix 2014 www.periscopix.co.uk
© Periscopix 2014 www.periscopix.co.uk
Device Location
Hour of day
Audiences (RLSA)
Time of day
GDN Targeting
© Periscopix 2014 www.periscopix.co.uk
© Periscopix 2014 www.periscopix.co.uk
© Periscopix 2014 www.periscopix.co.uk
Remarketing Lists For Search Ads
© Periscopix 2014 www.periscopix.co.uk
© Periscopix 2014 www.periscopix.co.uk
© Periscopix 2014 www.periscopix.co.uk
APL Express increased conversions by 332%
© Periscopix 2014 www.periscopix.co.uk
© Periscopix 2014 www.periscopix.co.uk
Background • Started working with Periscopix in Sept 2013
• Launched more features and territories
• Saw a better ROI and cost per click
© Periscopix 2014 www.periscopix.co.uk
© Periscopix 2014 www.periscopix.co.uk
© Periscopix 2014 www.periscopix.co.uk
Piccadilly Flagship Store Opening Covent Garden 20% Off Day
© Periscopix 2014 www.periscopix.co.uk
© Periscopix 2014 www.periscopix.co.uk
© Periscopix 2014 www.periscopix.co.uk
Our Strategy: - Bid on generic keywords, using lists of previous visitors
- Used generic search terms which had converted well in PLAs as inspiration,
and repeat purchase items
Make use of RLSA
© Periscopix 2014 www.periscopix.co.uk
Targeting: - Visited a certain category in last 3-7 days - Abandoned basket in last 3 days
© Periscopix 2014 www.periscopix.co.uk
Type
Size
Content
Time Periods
Audience Lists
From your users….
…to your ads
Test everything!
© Periscopix 2014 www.periscopix.co.uk
Six months after taking over the account...
156%
115%
98%
121%
CTR Clicks CVR ROI
© Periscopix 2014 www.periscopix.co.uk
Questions?