SlideShare a Scribd company logo
5 Google Changes You Need To Make
in Less Than 25 Days
#cpcwebinar
 More than $35 million a year in managed ad spend
 Founded in 2007
 Over +250 active clients
 Top 50 fastest growing companies in San Diego
 Google Partner
Services Include
 Retail-focused Paid Search (PPC)
 Product Listing Ads Management
 Dynamic Remarketing
 Product Feed Management
Visit CPCStrategy.com/packages
We Drive Conversions by Matching Retail Inventory
with Consumer Intent.
#cpcwebinar www.CPCStrategy.com | (619) 677-2453 | contact@cpcstrategy.com
Webinar Housekeeping
Mary Weinstein
Director of Content
@MerryWhy
Webinar Recording & Questions
 Stay tuned for webinar recording email
 Q&A following the presentation
 Submit questions in the Chat box to the right
 Tweet #cpcwebinar
Logistics
Jeff Coleman
Director of Retail Search
Speakers
#cpcwebinar www.CPCStrategy.com | (619) 677-2453 | contact@cpcstrategy.com
Webinar Housekeeping
Jeff Coleman
Director of Retail Search
@CPC_Jeff
 7+ years of CPC program expertise
 Google Analytics certified
 Google AdWords certified
 Runs our Google Shopping & CSE training program
 New Dad
#cpcwebinar www.CPCStrategy.com | (619) 677-2453 | contact@cpcstrategy.com
What We’ll Cover
What We’ll CoverNew Campaign Creation In AdWords
Feed Updates
PLA Shopping Transition Checklist
Bid Modifier Setup
Campaign Optimization
What We’ll Cover
New Campaign Creation
Select the new Shopping campaign from the
campaign creation drop-down menu
#cpcwebinar www.CPCStrategy.com | (619) 677-2453 | contact@cpcstrategy.com
Set your Campaign Priority
New Campaign Creation
Campaign Priority Online vs. Local
#cpcwebinar www.CPCStrategy.com | (619) 677-2453 | contact@cpcstrategy.com
Now Pause Your Campaign
New Campaign Creation
#cpcwebinar www.CPCStrategy.com | (619) 677-2453 | contact@cpcstrategy.com
New Campaign Creation
Adding Product Groups
#cpcwebinar www.CPCStrategy.com | (619) 677-2453 | contact@cpcstrategy.com
New Campaign Creation
 Category (Google Product Category)
 Brand
 Item ID
 Condition
 Product Type
 Custom Label 0 - 4
Adding Product Groups
#cpcwebinar www.CPCStrategy.com | (619) 677-2453 | contact@cpcstrategy.com
New Campaign Creation
Adding Product Groups
New Campaign Creation
Building Out Your Campaign
#cpcwebinar www.CPCStrategy.com | (619) 677-2453 | contact@cpcstrategy.com
New Campaign Creation
Building Out Your Campaign
#cpcwebinar www.CPCStrategy.com | (619) 677-2453 | contact@cpcstrategy.com
New Campaign Creation
Using A 2nd Attribute
#cpcwebinar www.CPCStrategy.com | (619) 677-2453 | contact@cpcstrategy.com
New Campaign Creation
Using A 2nd Attribute
All Products
Conair Health & Beauty
Everything Else Conair
#cpcwebinar www.CPCStrategy.com | (619) 677-2453 | contact@cpcstrategy.com
New Campaign Creation
Exclusions
All Products
Everything Else Conair
#cpcwebinar www.CPCStrategy.com | (619) 677-2453 | contact@cpcstrategy.com
What We’ll Cover
What We’ll CoverNew Campaign Creation In AdWords
Feed Updates
PLA Shopping Transition Checklist
Bid Modifier Setup
Campaign Optimization
What We’ll Cover
Feed Updates
All Products
Custom Labels
 Custom Labels – A new name for the old AdWords Labels column
 You can include up to 5 Custom Label columns
 Each Custom Label column can only contain ONE value
#cpcwebinar www.CPCStrategy.com | (619) 677-2453 | contact@cpcstrategy.com
Feed Updates
All Products
Revisit Feed Optimization
Title Character Limit:
 150 Characters
Description Character Limit
 5,000 Characters
Recommended Columns
 Optional, if you don’t want to rank well
#cpcwebinar www.CPCStrategy.com | (619) 677-2453 | contact@cpcstrategy.com
Feed Updates
Revisit Feed Optimization
X Bad Title
#cpcwebinar www.CPCStrategy.com | (619) 677-2453 | contact@cpcstrategy.com
Feed Updates
X Bad Title
 Good Title
#cpcwebinar www.CPCStrategy.com | (619) 677-2453 | contact@cpcstrategy.com
Revisit Feed Optimization
What We’ll Cover
What We’ll CoverNew Campaign Creation In AdWords
Feed Updates
PLA Shopping Transition Checklist
Bid Modifier Setup
Campaign Optimization
What We’ll Cover
Shopping Transition Checklist
Upgrade Without Losing Profit
 Create Your New Campaign & Pause It Immediately
#cpcwebinar www.CPCStrategy.com | (619) 677-2453 | contact@cpcstrategy.com
Shopping Transition Checklist
Upgrade Without Losing Profit
 Create Your New Campaign & Pause It Immediately
 Copy Over Your Settings – Budget, Mobile Bid Adjustment, Ad Schedules, etc.
#cpcwebinar www.CPCStrategy.com | (619) 677-2453 | contact@cpcstrategy.com
Shopping Transition Checklist
Upgrade Without Losing Profit
 Create Your New Campaign & Pause It Immediately
 Copy Over Your Settings – Budget, Mobile Bid Adjustment, Ad Schedules, Etc.
 Copy Your Adwords Labels Over To Custom Label Columns
Be sure to change AdWords
labels to Custom Labels when
transitioning to Shopping
Campaigns
#cpcwebinar www.CPCStrategy.com | (619) 677-2453 | contact@cpcstrategy.com
Shopping Transition Checklist
Upgrade Without Losing Profit
 Create Your New Campaign & Pause It Immediately
 Copy Over Your Settings – Budget, Mobile Bid Adjustment, Ad Schedules, Etc.
 Copy Your Adwords_labels Over To Custom Label Columns
 Build Out Your Campaign
#cpcwebinar www.CPCStrategy.com | (619) 677-2453 | contact@cpcstrategy.com
Shopping Transition Checklist
Upgrade Without Losing Profit
 Create Your New Campaign & Pause It Immediately
 Copy Over Your Settings – Budget, Mobile Bid Adjustment, Ad Schedules, Etc.
 Copy Your Adwords_labels Over To Custom Label Columns
 Build Out Your Campaign
 Copy Your Bids Over
#cpcwebinar www.CPCStrategy.com | (619) 677-2453 | contact@cpcstrategy.com
Shopping Transition Checklist
Upgrade Without Losing Profit
 Create Your New Campaign & Pause It Immediately
 Copy Over Your Settings – Budget, Mobile Bid Adjustment, Ad Schedules, Etc.
 Copy Your Adwords_labels Over To Custom Label Columns
 Build Out Your Campaign
 Copy Your Bids Over
 Ensure Processing – Monitor Product Count
#cpcwebinar www.CPCStrategy.com | (619) 677-2453 | contact@cpcstrategy.com
Shopping Transition Checklist
Upgrade Without Losing Profit
 Create Your New Campaign & Pause It Immediately
 Copy over your settings – Budget, Mobile Bid Adjustment, Ad Schedules, etc.
 Copy your AdWords_Labels over to Custom Label columns
 Build out your campaign
 Copy your bids over
 Ensure Processing – Monitor Product Count
 Turn It On!
#cpcwebinar www.CPCStrategy.com | (619) 677-2453 | contact@cpcstrategy.com
Shopping Transition Checklist
Upgrade Without Losing Profit
 Create Your New Campaign & Pause It Immediately
 Copy Over Your Settings – Budget, Mobile Bid Adjustment, Ad Schedules, Etc.
 Copy Your Adwords_labels Over To Custom Label Columns
 Build Out Your Campaign
 Copy Your Bids Over
 Ensure Processing – Monitor Product Count
 Turn It On!
 Pause Your Old Pla Campaign
#cpcwebinar www.CPCStrategy.com | (619) 677-2453 | contact@cpcstrategy.com
What We’ll Cover
What We’ll CoverNew Campaign Creation In AdWords
Feed Updates
PLA Shopping Transition Checklist
Bid Modifier Setup
Campaign Optimization
What We’ll Cover
Bid Modifier Setup
What Is A Bid Modifier?
 NOT A New Bid
 Percentage Change On Product Group Bid
3 Common Types
 Mobile
 Location
 Ad Scheduling
Bid Modifier Setup
Mobile Bid Modifiers
 Mobile is the fastest growing segment of ecommerce
 Conversion rate on mobile traffic remains low
 If you don't have a mobile optimized site, start with a bid of
-25% to -50% on Mobile traffic
33%
of Google
search clicks
come from
mobile
#cpcwebinar www.CPCStrategy.com | (619) 677-2453 | contact@cpcstrategy.com
Bid Modifier Setup
Mobile Bid Modifiers
 Analyze your ad performance using the Dimensions tab in AdWords:
#cpcwebinar www.CPCStrategy.com | (619) 677-2453 | contact@cpcstrategy.com
Bid Modifier Setup
Location Targeting
Start tracking Geographic performance as soon as you make the switch to the
new Campaign - the State level is a perfect place to start
Decide which regions to target based on your site, audience, and
performance goals.
 Consider segmenting for online and B&M locations.
 Start with State-level bids
 Adjust geo bids every 30 days based on performance
#cpcwebinar www.CPCStrategy.com | (619) 677-2453 | contact@cpcstrategy.com
Bid Modifier Setup
Location Targeting
#cpcwebinar www.CPCStrategy.com | (619) 677-2453 | contact@cpcstrategy.com
Bid Modifier Setup
What Time Do Your Visitors Shop The Most
And Convert Highest?
Create an Ad Schedule as soon as you make the switch. Break it out
into six, 4-hour blocks:
 i.e. Midnight - 4 AM, 4 AM - 8 AM, 8 AM - Noon, etc.
 Consider running ads during peak times on off-days to measure
and test performance
 Modify spend and budget based on high converting days
and times
Remember to look at performance for individual campaigns, ads,
and your campaign as a whole.
#cpcwebinar www.CPCStrategy.com | (619) 677-2453 | contact@cpcstrategy.com
Bid Modifier Setup
Ad Scheduling
#cpcwebinar www.CPCStrategy.com | (619) 677-2453 | contact@cpcstrategy.com
What We’ll Cover
What We’ll CoverNew Campaign Creation In AdWords
Feed Updates
PLA Shopping Transition Checklist
Bid Modifier Setup
Campaign Optimization
What We’ll Cover
Campaign Optimization
Campaign Optimization Using Competitive Metrics
 Impression Share
 Bid Simulator
 SKU Reporting On The Dimensions Tab
#cpcwebinar www.CPCStrategy.com | (619) 677-2453 | contact@cpcstrategy.com
Campaign Optimization
Impression Share (How Often You’re Showing Up For Relevant Searches)
You want your best converting products to have high impression share.
#cpcwebinar www.CPCStrategy.com | (619) 677-2453 | contact@cpcstrategy.com
Campaign Optimization
Bid Simulator
 Increase bids to find the sweet spot between traffic and ROI
 Consult this tool when making bid changes
#cpcwebinar www.CPCStrategy.com | (619) 677-2453 | contact@cpcstrategy.com
Campaign Optimization
SKU Level Reporting
 You can find data all the way down to the SKU
level
 Use these reports to identify Top Sellers or
Poor Performers
 Identify different brands or product types to
construct new product groups
 All reports from Dimensions Tab are
downloadable
Get Started with Google Shopping
 Build out slowly- Build out based on product performance.
 Optimize & format feed properly
 Use new metrics & reporting to your advantage
Google Shopping Guides
http://cpcstrategy.com/resources-retail-search/
Get Started with Google Shopping Campaigns
CPCStrategy.com/Packages
Questions? Shoot Us An Email
We’re On The Front Lines Of Understanding The Latest
Developments Of Retail Search.
Not just from Google or what people say, but through the use of our
own experience and best practice.
#cpcwebinar www.CPCStrategy.com | (619) 677-2453 | contact@cpcstrategy.com
Product Listing Ads Paid Search (PPC)
Amazon Marketplace
Consulting
Questions?
Shoot Me An Email
mary@cpcstrategy.com
@MerryWhy
Check Out Our Extensive Library Of Resources On Retail Search
CPCStrategy.com/Resources-Retail-Search
#cpcwebinar www.CPCStrategy.com | (619) 677-2453 | contact@cpcstrategy.com

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CPC Strategy: 5 Google Changes You Need To Make In Less Than 25 Days On

  • 1. 5 Google Changes You Need To Make in Less Than 25 Days #cpcwebinar
  • 2.  More than $35 million a year in managed ad spend  Founded in 2007  Over +250 active clients  Top 50 fastest growing companies in San Diego  Google Partner Services Include  Retail-focused Paid Search (PPC)  Product Listing Ads Management  Dynamic Remarketing  Product Feed Management Visit CPCStrategy.com/packages We Drive Conversions by Matching Retail Inventory with Consumer Intent. #cpcwebinar www.CPCStrategy.com | (619) 677-2453 | [email protected]
  • 3. Webinar Housekeeping Mary Weinstein Director of Content @MerryWhy Webinar Recording & Questions  Stay tuned for webinar recording email  Q&A following the presentation  Submit questions in the Chat box to the right  Tweet #cpcwebinar Logistics Jeff Coleman Director of Retail Search Speakers #cpcwebinar www.CPCStrategy.com | (619) 677-2453 | [email protected]
  • 4. Webinar Housekeeping Jeff Coleman Director of Retail Search @CPC_Jeff  7+ years of CPC program expertise  Google Analytics certified  Google AdWords certified  Runs our Google Shopping & CSE training program  New Dad #cpcwebinar www.CPCStrategy.com | (619) 677-2453 | [email protected]
  • 5. What We’ll Cover What We’ll CoverNew Campaign Creation In AdWords Feed Updates PLA Shopping Transition Checklist Bid Modifier Setup Campaign Optimization What We’ll Cover
  • 6. New Campaign Creation Select the new Shopping campaign from the campaign creation drop-down menu #cpcwebinar www.CPCStrategy.com | (619) 677-2453 | [email protected]
  • 7. Set your Campaign Priority New Campaign Creation Campaign Priority Online vs. Local #cpcwebinar www.CPCStrategy.com | (619) 677-2453 | [email protected]
  • 8. Now Pause Your Campaign New Campaign Creation #cpcwebinar www.CPCStrategy.com | (619) 677-2453 | [email protected]
  • 9. New Campaign Creation Adding Product Groups #cpcwebinar www.CPCStrategy.com | (619) 677-2453 | [email protected]
  • 10. New Campaign Creation  Category (Google Product Category)  Brand  Item ID  Condition  Product Type  Custom Label 0 - 4 Adding Product Groups #cpcwebinar www.CPCStrategy.com | (619) 677-2453 | [email protected]
  • 12. New Campaign Creation Building Out Your Campaign #cpcwebinar www.CPCStrategy.com | (619) 677-2453 | [email protected]
  • 13. New Campaign Creation Building Out Your Campaign #cpcwebinar www.CPCStrategy.com | (619) 677-2453 | [email protected]
  • 14. New Campaign Creation Using A 2nd Attribute #cpcwebinar www.CPCStrategy.com | (619) 677-2453 | [email protected]
  • 15. New Campaign Creation Using A 2nd Attribute All Products Conair Health & Beauty Everything Else Conair #cpcwebinar www.CPCStrategy.com | (619) 677-2453 | [email protected]
  • 16. New Campaign Creation Exclusions All Products Everything Else Conair #cpcwebinar www.CPCStrategy.com | (619) 677-2453 | [email protected]
  • 17. What We’ll Cover What We’ll CoverNew Campaign Creation In AdWords Feed Updates PLA Shopping Transition Checklist Bid Modifier Setup Campaign Optimization What We’ll Cover
  • 18. Feed Updates All Products Custom Labels  Custom Labels – A new name for the old AdWords Labels column  You can include up to 5 Custom Label columns  Each Custom Label column can only contain ONE value #cpcwebinar www.CPCStrategy.com | (619) 677-2453 | [email protected]
  • 19. Feed Updates All Products Revisit Feed Optimization Title Character Limit:  150 Characters Description Character Limit  5,000 Characters Recommended Columns  Optional, if you don’t want to rank well #cpcwebinar www.CPCStrategy.com | (619) 677-2453 | [email protected]
  • 20. Feed Updates Revisit Feed Optimization X Bad Title #cpcwebinar www.CPCStrategy.com | (619) 677-2453 | [email protected]
  • 21. Feed Updates X Bad Title  Good Title #cpcwebinar www.CPCStrategy.com | (619) 677-2453 | [email protected] Revisit Feed Optimization
  • 22. What We’ll Cover What We’ll CoverNew Campaign Creation In AdWords Feed Updates PLA Shopping Transition Checklist Bid Modifier Setup Campaign Optimization What We’ll Cover
  • 23. Shopping Transition Checklist Upgrade Without Losing Profit  Create Your New Campaign & Pause It Immediately #cpcwebinar www.CPCStrategy.com | (619) 677-2453 | [email protected]
  • 24. Shopping Transition Checklist Upgrade Without Losing Profit  Create Your New Campaign & Pause It Immediately  Copy Over Your Settings – Budget, Mobile Bid Adjustment, Ad Schedules, etc. #cpcwebinar www.CPCStrategy.com | (619) 677-2453 | [email protected]
  • 25. Shopping Transition Checklist Upgrade Without Losing Profit  Create Your New Campaign & Pause It Immediately  Copy Over Your Settings – Budget, Mobile Bid Adjustment, Ad Schedules, Etc.  Copy Your Adwords Labels Over To Custom Label Columns Be sure to change AdWords labels to Custom Labels when transitioning to Shopping Campaigns #cpcwebinar www.CPCStrategy.com | (619) 677-2453 | [email protected]
  • 26. Shopping Transition Checklist Upgrade Without Losing Profit  Create Your New Campaign & Pause It Immediately  Copy Over Your Settings – Budget, Mobile Bid Adjustment, Ad Schedules, Etc.  Copy Your Adwords_labels Over To Custom Label Columns  Build Out Your Campaign #cpcwebinar www.CPCStrategy.com | (619) 677-2453 | [email protected]
  • 27. Shopping Transition Checklist Upgrade Without Losing Profit  Create Your New Campaign & Pause It Immediately  Copy Over Your Settings – Budget, Mobile Bid Adjustment, Ad Schedules, Etc.  Copy Your Adwords_labels Over To Custom Label Columns  Build Out Your Campaign  Copy Your Bids Over #cpcwebinar www.CPCStrategy.com | (619) 677-2453 | [email protected]
  • 28. Shopping Transition Checklist Upgrade Without Losing Profit  Create Your New Campaign & Pause It Immediately  Copy Over Your Settings – Budget, Mobile Bid Adjustment, Ad Schedules, Etc.  Copy Your Adwords_labels Over To Custom Label Columns  Build Out Your Campaign  Copy Your Bids Over  Ensure Processing – Monitor Product Count #cpcwebinar www.CPCStrategy.com | (619) 677-2453 | [email protected]
  • 29. Shopping Transition Checklist Upgrade Without Losing Profit  Create Your New Campaign & Pause It Immediately  Copy over your settings – Budget, Mobile Bid Adjustment, Ad Schedules, etc.  Copy your AdWords_Labels over to Custom Label columns  Build out your campaign  Copy your bids over  Ensure Processing – Monitor Product Count  Turn It On! #cpcwebinar www.CPCStrategy.com | (619) 677-2453 | [email protected]
  • 30. Shopping Transition Checklist Upgrade Without Losing Profit  Create Your New Campaign & Pause It Immediately  Copy Over Your Settings – Budget, Mobile Bid Adjustment, Ad Schedules, Etc.  Copy Your Adwords_labels Over To Custom Label Columns  Build Out Your Campaign  Copy Your Bids Over  Ensure Processing – Monitor Product Count  Turn It On!  Pause Your Old Pla Campaign #cpcwebinar www.CPCStrategy.com | (619) 677-2453 | [email protected]
  • 31. What We’ll Cover What We’ll CoverNew Campaign Creation In AdWords Feed Updates PLA Shopping Transition Checklist Bid Modifier Setup Campaign Optimization What We’ll Cover
  • 32. Bid Modifier Setup What Is A Bid Modifier?  NOT A New Bid  Percentage Change On Product Group Bid 3 Common Types  Mobile  Location  Ad Scheduling
  • 33. Bid Modifier Setup Mobile Bid Modifiers  Mobile is the fastest growing segment of ecommerce  Conversion rate on mobile traffic remains low  If you don't have a mobile optimized site, start with a bid of -25% to -50% on Mobile traffic 33% of Google search clicks come from mobile #cpcwebinar www.CPCStrategy.com | (619) 677-2453 | [email protected]
  • 34. Bid Modifier Setup Mobile Bid Modifiers  Analyze your ad performance using the Dimensions tab in AdWords: #cpcwebinar www.CPCStrategy.com | (619) 677-2453 | [email protected]
  • 35. Bid Modifier Setup Location Targeting Start tracking Geographic performance as soon as you make the switch to the new Campaign - the State level is a perfect place to start Decide which regions to target based on your site, audience, and performance goals.  Consider segmenting for online and B&M locations.  Start with State-level bids  Adjust geo bids every 30 days based on performance #cpcwebinar www.CPCStrategy.com | (619) 677-2453 | [email protected]
  • 36. Bid Modifier Setup Location Targeting #cpcwebinar www.CPCStrategy.com | (619) 677-2453 | [email protected]
  • 37. Bid Modifier Setup What Time Do Your Visitors Shop The Most And Convert Highest? Create an Ad Schedule as soon as you make the switch. Break it out into six, 4-hour blocks:  i.e. Midnight - 4 AM, 4 AM - 8 AM, 8 AM - Noon, etc.  Consider running ads during peak times on off-days to measure and test performance  Modify spend and budget based on high converting days and times Remember to look at performance for individual campaigns, ads, and your campaign as a whole. #cpcwebinar www.CPCStrategy.com | (619) 677-2453 | [email protected]
  • 38. Bid Modifier Setup Ad Scheduling #cpcwebinar www.CPCStrategy.com | (619) 677-2453 | [email protected]
  • 39. What We’ll Cover What We’ll CoverNew Campaign Creation In AdWords Feed Updates PLA Shopping Transition Checklist Bid Modifier Setup Campaign Optimization What We’ll Cover
  • 40. Campaign Optimization Campaign Optimization Using Competitive Metrics  Impression Share  Bid Simulator  SKU Reporting On The Dimensions Tab #cpcwebinar www.CPCStrategy.com | (619) 677-2453 | [email protected]
  • 41. Campaign Optimization Impression Share (How Often You’re Showing Up For Relevant Searches) You want your best converting products to have high impression share. #cpcwebinar www.CPCStrategy.com | (619) 677-2453 | [email protected]
  • 42. Campaign Optimization Bid Simulator  Increase bids to find the sweet spot between traffic and ROI  Consult this tool when making bid changes #cpcwebinar www.CPCStrategy.com | (619) 677-2453 | [email protected]
  • 43. Campaign Optimization SKU Level Reporting  You can find data all the way down to the SKU level  Use these reports to identify Top Sellers or Poor Performers  Identify different brands or product types to construct new product groups  All reports from Dimensions Tab are downloadable
  • 44. Get Started with Google Shopping  Build out slowly- Build out based on product performance.  Optimize & format feed properly  Use new metrics & reporting to your advantage Google Shopping Guides http://cpcstrategy.com/resources-retail-search/ Get Started with Google Shopping Campaigns
  • 45. CPCStrategy.com/Packages Questions? Shoot Us An Email We’re On The Front Lines Of Understanding The Latest Developments Of Retail Search. Not just from Google or what people say, but through the use of our own experience and best practice. #cpcwebinar www.CPCStrategy.com | (619) 677-2453 | [email protected] Product Listing Ads Paid Search (PPC) Amazon Marketplace Consulting
  • 46. Questions? Shoot Me An Email [email protected] @MerryWhy Check Out Our Extensive Library Of Resources On Retail Search CPCStrategy.com/Resources-Retail-Search #cpcwebinar www.CPCStrategy.com | (619) 677-2453 | [email protected]

Editor's Notes

  • #3: With over $35 milliion a year in managed ad spend, CPC Strategy is dedicated to creating order out of the chaos that is online search. Whether its optimizing PLAs for a higher ROI, or highlighting Google best practices for our readers, we are the knowledge source on Google Shopping, and we’re here to help. Our main goal is to provide you value- so please reach out with any questions, or areas of retail search that you’d like to read about and we’ll put Biff to work.
  • #6: Note about PLA = old, Shopping = new
  • #7: First we’ll go through how to actually set up the new Google Shopping campaigns. There are some new settings available with the new Shopping Campaign type and I’ll take you through them before we get into how to structure one of these new campaigns. To start, go to your AdWords account and create a new campaign just like you would for any other AdWords campaign currently. You should see a new “Shopping” campaign which I’ve highlighted at the bottom of the dropdown menu in the screenshot here.
  • #8: If you have more than 1 PLA campaign set up and you want to continue using multiple Shopping campaigns, make sure you set the priority level of each campaign appropriately. Most likely your general campaign is going to have a low priority, and the rest of your campaigns can have a Medium or High priority. If you’re not using more than 1 campaign, don’t worry about it. In my experience most retailers don’t need more than 1 campaign. We’ll get into the pros & cons of having multiple campaigns later in the presentation. Similarly, if you’ve been accepted into the Google Local Availability program you’ll need to check the “Local” box in the Shopping channels section. This program is in a closed beta, but if you’d like more info on how to apply or on how to set it up if you’ve been accepted feel free to email us after the webinar.
  • #9: Pause immediately. If you leave it active, it’ll go live within an hour or two. Pause to take your time, enable when ready
  • #10: Initially you have 1 product group Get more granular by clicking + box Max CPC = bid Bid set at this level will copy over to every product group you build out under it, but all bids are changeable at any time
  • #11: Currently 10 usable fields Category = Google Product Category; Retailer product types tend to be more detailed, Google’s categorization has to follow a certain template Typically start out with Product Type or Brand depending on your inventory First product group should correspond to primary way you group products NEVER any crossover – will explain further later
  • #12: Start by building out product type Ptype selected from dropdown menu All available product types shown here + product count in each product type If you select brand, all brands shown here Search bar at bottom if you want to manually type in
  • #13: Added 3 groups for 3 product types $0.10 All products bid carried over to all my Click on bid to change it – health & beauty now at $0.25 – new product groups under health & beauty will have $0.25 bid Pencil to add new product groups or delete existing ones if you want to remove one Everything Else – everything not in 3 groups above New plus boxes to further build out new groups Next slide: segment health & beauty by brand
  • #14: New campaign structure, 3 new brands, $0.25 bid for health & beauty carried over to new brand product groups Bids can still be adjusted separately, $0.25 is just new default Brand sub-groups ONLY contain Health & Beauty Conair products NOT in Health & Beauty NOT included here Health & Beauty first, Conair 2nd If I added Kitchen > Conair, that would only contain Conair Kitchen products Let’s say I still want to bid on other Conair products – go to Everything Else
  • #15: Plus box next to Everything Else In All Products Product type will no longer be an option – product type already built out above Remember how I said there would never be any crossover? Well you might be thinking, “Hey Jeff, you created a Conair product group in Health & Beauty, and then another Conair product group down here. Where do the Conair products go?”
  • #16: Well the short answer is that any Conair products that are also in the Health & Beauty product type go into the Health & Beauty > Conair product group. Everything Else, goes in the Everything Else > Conair product group. So essentially, my new Everything Else Conair product group contains every Conair product that isn’t in the Health & Beauty product type. That’s true of any other product group I added under Everything Else. Since I already have a product group for all my Health & Beauty products, all Health & Beauty products will be excluded from additional product groups I create. If I want to bid on Health & Beauty products, I have to do it within my Health & Beauty product group.
  • #17: Can exclude sub groups Conair excluded here, instead of bid on Select Excluded button Excluded products get removed from ad group, but remain in campaign so if you have other active ad groups be careful of where your excluded products go
  • #18: - Next section: Feed Updates
  • #19: Feed can remain as-is, unless you’re using AdWords Labels AdWords labels -> Custom Labels 1 value per custom label column, up to 5 labels per product If you weren’t using labels before don’t worry about it, if you were, make sure to transfer them over
  • #20: Good time to revisit feed optimizations Title & description character limits are 150 & 5,000 – use them all! Recommended columns vary by vertical, but include ALL data possible. Ignore them at your own peril Heard people say “well my competitors aren’t sending it” 1st, they’re probably lying to you 2nd, if they’re not then optimizing your feed better than they are is a great way to gain a competitive advantage
  • #21: Title Examples Sample search: nike running shoes Bad Title: Has brand, although brand is doubled-up which can be seen as keyword stuffing, and the style name
  • #22: Good Title - Brand, Gender (Men’s), Style, Product Type (Running Shoes), Size & Color Highly relevant terms, covers wide range of possible searches, all help describe the product Remember: Google wants titles that clearly & concisely describe the product. Good rule of thumb is that the customer should be able to purchase the product by looking at title alone. I can do that with the Good Title example here
  • #23: Next set of slides are a checklist
  • #24: 1. First, Create your Shopping campaign. No-brainer right? That’s the easy part. And like Nicole said make sure to pause it right away until you finish setting it up.
  • #25: 2. Next, make sure you copy over all your settings. Your budget, bid adjustments, ad scheduling, all of that should be the same.
  • #26: 3. If you have AdWords Labels, make sure to copy those over to the new Custom Label columns. Google allows you to have 5 Custom Label columns, but you can only put 1 value in each column. With the old AdWords Labels column you could have multiple values in one column, but you can’t do that with the Custom Label columns. So if you have multiple AdWords labels, make sure to copy each one into it’s own Custom Label column. In this example, you can see our product had 2 AdWords Labels for the old PLA campaign. In the new Shopping Campaign, those 2 labels need to be put into their own Custom Label columns.
  • #27: 4. Now you’re ready to build it out and start creating product groups. I won’t get into too much detail here since Nicole already reviewed how to build these out. But the general rule of thumb is that you should try to maintain the same structure here that you had with your old PLA campaign (unless the old PLA campaign just wasn’t performing well ). If in your old PLA campaign you primarily focused on a set of brands, start by building out brand product groups. If you primarily focused on a set of categories, start with product type or Google Product Category. In general, try to keep the same structure as that will help make the transition go a lot smoother, & it’ll help you pinpoint any problem areas just in case something gets overlooked in the transition. Also, just 1 quick point of clarification, product groups are built within ad groups. So earlier when Nicole was showing you how to organize products by brand or product type, she was building product groups.
  • #28: 5. Once your product groups are created, it’s time to copy your bids. This can be the most tedious part depending on how detailed your old PLA campaign was. However, you can set bids en masse by clicking the “Edit” dropdown menu above your product group list, so if you have a bunch of product groups that should all have the same bid, you can set all the bids at once.
  • #29: 6. If the feed has processed properly you’ll see all your brands, categories, & labels in the window that appears when you build out new product groups along with the number of products in each brand, category or label. If that product count looks correct, then you’re good to go.
  • #30: 7. Turn it on! Remember to leave your old campaign on for a couple days just in case you made a mistake when building out your new campaign.
  • #31: 8. If everything looks good, THEN you can go ahead & pause your old campaign!
  • #32: Bid Modifications
  • #33: Not new bids percentage change on a product group bid Example – earlier I had a default bid of $0.10. A bid modifier of +50% increases bid by $0.05 on that product group which gives me a $0.15 bid 3 types for Shopping Campaigns Mobile Location Ad Scheduling
  • #34: We’ve seen huge increases in mobile traffic across verticals so far this year, but conversion rates on mobile traffic are notoriously low, even if you have a mobile optimized site. Having a mobile optimized site can dramatically improve your conversion rates here so I encourage you all to invest in one if you haven’t already, and with so much mobile traffic coming in these days you’re bound to get some sales from it. But again, conversion rates & ROI do tend to be lower than what we see on Desktops or Tablets. So bid accordingly. I recommend starting with a negative bid of 25% - 50%, and you can always adjust from there depending on performance. I’ve got a quick video showing you how to set a mobile bid on the next slide.
  • #35: Here’s how you set that bid Navigate to the settings tab in your Shopping campaign Select the Devices tab Click on the Bid adjustment next to Mobile devices and you can either increase or decrease your bid here Typically we recommend starting off with a negative bid of 25% - 50% to start out, depending on your budget & goals Once you have 30 days of conversion data, then you can start to adjust your bid based on performance - start with 5 to 10% changes to avoid large swings in performance.
  • #36: You can also set bids according to the geographic location of the customer and I’ll walk you through how to set those bids in the next slide. Inevitably you’re going to see some states perform better than others, so this can be useful just from an ROI perspective. However, this can also be useful for retailers with brick & mortar stores. Consider increasing your PLA bids in the cities/areas your stores are located in to help build your brand presence in that area & potentially drive customers into the stores. You could also use this section to exclude areas you don’t ship to. For example, if you can only ship to the contiguous 48 states, then you probably shouldn’t be buying traffic in Alaska or Hawaii.
  • #37: To start setting geographic bid modifiers, select the Settings tab in your campaign. Then click the locations tab. If you scroll down, you’ll see a bright red button that says “+ Locations” on it. Once you click that you’ll get the option to start adding the states, cities, or areas you want to bid on.
  • #38: Just as consumer habits vary by device and location, behavior also varies based on time of the day. Not all shopping hours (days, months, etc.) are created equally, and you don’t want to waste spend on times which don’t convert. Typically we see buying patterns follow a bell curve throughout the day, with orders starting to pick in the mid-morning hours, peaking around the early afternoon, and falling off again later in the evening. You’ll want to monitor those patterns for your own store, but you should be bidding down during your poorer converting times of the day & bidding up during your higher converting times. You want at least 60-90 days of data before making large scale adjustments.
  • #39: To set up an Ad Schedule, you can go back to your Settings tab and select the Ad Schedule tab. Then scroll down and you’ll see a red button that says “+ Ad Schedule” Once you click that button you’ll have the option of setting different bids for different times of the day.
  • #40: Campaign Optimization
  • #41: Next we’ll cover using some of the new features Impression Share: percentage of times ads are shown for relevant searches High converting product groups should have high impression share Monitor ROI – don’t necessarily want traffic for traffic’s sake Conversely, high impression share might mean that you have room to lower bid & get more efficient without losing much visibility Bid Simulator Estimate traffic/cost at different bid levels Good for projecting impact of bid changes Use in conjunction with Impression Share SKU Reporting Product marketing campaigns need product reporting Show you how to get/use it
  • #42: We have a quick video playing on this slide showing you how to add the Impression Share metric to your campaign. Click Customize Columns Find Competitive Metrics Add Impression Share, Benchmark CTR, and Benchmark CPC In Shopping Campaigns you can’t get Impression Share on an Ad Group level, you have to go into each ad group to get it on a Product Group level. The Impression Share metric tells you the percentage of times your product ad is being displayed for relevant searches. So in general you want your best converting products to have a high impression share. Product groups with low impression shares aren’t getting very much exposure, so if the ROI is positive then you should be increasing your bids on those product groups to increase your exposure, as long as ROI stays positive.
  • #43: We have a quick video playing on this slide showing you how to add the Impression Share metric to your campaign. Click Customize Columns Find Competitive Metrics Add Impression Share, Benchmark CTR, and Benchmark CPC In Shopping Campaigns you can’t get Impression Share on an Ad Group level, you have to go into each ad group to get it on a Product Group level. The Impression Share metric tells you the percentage of times your product ad is being displayed for relevant searches. So in general you want your best converting products to have a high impression share. Product groups with low impression shares aren’t getting very much exposure, so if the ROI is positive then you should be increasing your bids on those product groups to increase your exposure, as long as ROI stays positive.
  • #44: You can run these reports on the Campaign or Ad Group level Navigate to the Dimensions Tab Click on the View Drop-down menu and select Shopping Then Select Item ID You can download the report by clicking on the square button with the "down" arrow on it next to the columns drop-down menu This is probably the most important slide in my presentation today. These reports are great for identifying top performing SKUs that you want to bid up on, or poor performing SKUs to bid down on. This is definitely the section our Analysts use most when optimizing campaigns because in order to manage a product advertising campaign effectively, you need to know how individual products are performing. If you remember nothing else from this presentation, please remember how to generate these reports & start using them as soon as possible to implement product-specific bid strategies.
  • #46: Experts in retail search Google Shopping & Bing Product Ads AdWords for retail – dynamically updating text ads based on product availability, remarketing, anything you want in AdWords Amazon: Regardless of how you feel about it, they’re affecting your business in some way & if you need help managing it we can help you scale out & manage your Amazon Marketplace sales Like I said, we’re retail search experts so if you need advice on how to market your products, we can help
  • #47: With over $35 milliion a year in managed ad spend, CPC Strategy is dedicated to creating order out of the chaos that is online search. Whether its optimizing PLAs for a higher ROI, or highlighting Google best practices for our readers, we are the knowledge source on Google Shopping, and we’re here to help. Our main goal is to provide you value- so please reach out with any questions, or areas of retail search that you’d like to read about and we’ll put Biff to work.