From the SMX East Conference in New York City, September 27-29, 2016. SESSION: Shopping Campaign Tips & Tricks You'll Want To Own. PRESENTATION: Shopping Ad: Bid By Query or Slap Yourself - Given by Kirk Williams, @PPCKirk - ZATO, Owner & Minion. #SMX #14C

1. #SMX #14C @PPCKirk
Shopping Ads: It’s the Setup, Silly
Shopping Ads:
Bid by Query or
Slap Yourself.

2. #SMX #14C @PPCKirk
writer: SE Land, Moz, PPC Hero, Wordstream
speaker: SMX, Hero Conf, State of Search
tweeter: @PPCKirk
meme creator: ¯_(ツ)_/¯
Kirk Williams
owner & minion

3. #SMX #14C @PPCKirk
“I stick with SEO for
my ecommerce
clients…”

4. #SMX #14C @PPCKirk
“oooof”

5. #SMX #14C @PPCKirk
My Entire Screen on a 13” MacBook

6. #SMX #14C @PPCKirk
“FINE, I stick with
good ole keyword
targeted text ads…”

7. #SMX #14C @PPCKirk
“oooof”

8. #SMX #14C @PPCKirk
Crealytics: Shopping = 56% Spend Share

9. #SMX #14C @PPCKirk
Crealytics: Shopping = 56% Spend Share

10. #SMX #14C @PPCKirk
Merkle: Shopping = 46% Click Share
https://www.merkleinc.com/thought-leadership/digital-marketing-report

11. #SMX #14C @PPCKirk
Merkle: Shopping = 46% Click Share
https://www.merkleinc.com/thought-leadership/digital-marketing-report
hot snot,
look at that
trend!

12. #SMX #14C @PPCKirk
Shopping Ads: The future of Ecommerce SERPs

13. #SMX #14C @PPCKirk
Uhhhhhh….... ...Houston,
we have a pwobwem.

14. #SMX #14C @PPCKirk
Max
$1.25
CPC
Search bidding = personal intent!

15. #SMX #14C @PPCKirk
Max
$1.25
CPC
Shopping bidding = errrrrr…. ¯_(ツ)_/¯

16. #SMX #14C @PPCKirk
[shoe]
Max
$1.25
CPC

17. #SMX #14C @PPCKirk
[shoe]
[best heels]
Max
$1.25
CPC

18. #SMX #14C @PPCKirk
[shoe]
[best heels]
[buy jimmy choo
heels now for wife
in fight need
expensive pair]
Max
$1.25
CPC

19. #SMX #14C @PPCKirk
“dash it all, Holmes,
how does one bid on
queries in Shopping?!”

20. #SMX #14C @PPCKirk
Martin Roettgerding
@bloomarty
http://www.ppc-epiphany.com/2014/12/08/taking-google-shopping-to-the-next-level/

21. #SMX #14C @PPCKirk
Kirk Williams (me!)
@PPCKirk
http://searchengineland.com/step-step-guide-query-
level-bidding-google-shopping-228309

22. #SMX #14C @PPCKirk
It’s about filtering queries

23. #SMX #14C @PPCKirk
4 essential aspects
Campaign
Priority
Negative
Keywords
Shared
Budget
Product
Bids

24. #SMX #14C @PPCKirk
Filter Like Your Coffee Depends On It!
Shopping – Shoes – NB – US
Brand & SKU filter through

25. #SMX #14C @PPCKirk
Filter Like Your Coffee Depends On It!
Shopping – Shoes – NB – US
Brand & SKU filter through
Shopping – Shoes – BR – US
SKU filter through

26. #SMX #14C @PPCKirk
Filter Like Your Coffee Depends On It!
Shopping – Shoes – NB – US
Brand & SKU filter through
Shopping – Shoes – BR – US
SKU filter through
Shopping – Shoes – SKU – US

27. #SMX #14C @PPCKirk
Does it work?
SKU
BRAND
NO
BRAND

28. #SMX #14C @PPCKirk
Does it work?
SKU
BRAND
NO
BRAND

29. #SMX #14C @PPCKirk
Does it work?
SKU
BRAND
NO
BRAND

30. #SMX #14C @PPCKirk
Does it work?
SKU
BRAND
NO
BRAND

31. #SMX #14C @PPCKirk
Does it work?
SKU
BRAND
NO
BRAND

32. #SMX #14C @PPCKirk
7 Things I’ve Learned From the
Query Targeting Strategy

33. #SMX #14C @PPCKirk
thing 1 = You Be You.
(NB > BR > SKU might not work for you)
“I. Just.
LOVE.
Product
85049.0091”

34. #SMX #14C @PPCKirk
NB Converting>
NB Non-Converting>
Brand
TOP>NB>Brand
RLSA>NB>Brand
Figure out
your filter!

35. #SMX #14C @PPCKirk
thing 2 = Transition Intelligently
Ideal
Product
Grouping (not
best, not worst)
Identify

36. #SMX #14C @PPCKirk
thing 2 = Transition Intelligently
Ideal
Product
Grouping (not
best, not worst)
New Product
Grouping
Campaigns
Identify Build

37. #SMX #14C @PPCKirk
thing 2 = Transition Intelligently
Ideal
Product
Grouping (not
best, not worst)
New Product
Grouping
Campaigns
Product Groups
in Legacy
Campaign
Identify Build Pause

38. #SMX #14C @PPCKirk
thing 3 = Ad groups TRUMP product groups.
“Let’s
make
keyword
funneling
great
again!”

39. #SMX #14C @PPCKirk
(you right now)

40. #SMX #14C @PPCKirk
Use Optmyzr for fast Shopping ad group creation.

41. #SMX #14C @PPCKirk
thing 4 = low bids can kill the setup
(google no likey timid bidding)
Priority
Settings

42. #SMX #14C @PPCKirk
thing 5 = Beware of dangling negatives
NB Campaign
-[m]

43. #SMX #14C @PPCKirk
thing 5 = Beware of dangling negatives
NB Campaign BR Campaign SKU Campaign
(add the worst negative KWs to EVERY campaign)
-[m]
“don’t
forget
here!”
“here, too!”

44. #SMX #14C @PPCKirk
thing 6 = Showcase Shopping Ads??
As of July
31, 2016

45. #SMX #14C @PPCKirk
thing 7 = Easy Import to Bing
(yay,
shared
budgets
coming to
Bing!)

46. #SMX #14C @PPCKirk
THANK YOU, & SEE YOU AT THE NEXT #SMX!
“NEVER GIVE UP,
NEVER SURRENDER.”