Prezentace o strategiích pro reklamní kampaně Google Nákupy v AdWords.
Prezentující: Andreas Reiffen (CEO @ crealytics)
Prezentace z PPC OFFLINE #9
30. 1. 2018, Praha - PVA Letňany
Video záznam přednášky zde: Připravujeme
Více o PPC OFFLINE na http://www.ppcoffline.cz
Porádáno agenturou KOFEIN: http://www.kofein.cz
4 Strategies To Optimize Your Digital Touchpoints Using Customer DataTinuiti
As digital touchpoints continue to grow, the customer path to purchase grows alongside it. It’s imperative that businesses continue to expand their presence on these various touchpoints. Equally important is a business’s ability to map out its most valuable customers and construct advertising strategies to reach the right people, at the right time.
Don’t Miss Out—Join CPC Strategy & Custora as we dive into different strategies to optimize your search, display, & shopping campaigns.
What are Custom Dimensions in Google Ads?
When appropriately used, custom dimensions have the power to simplify your campaign management and data analysis processes. As such, they are a vitally important asset in the PPC manager’s toolkit.
Dissimilar to labels, Google Ads custom dimensions are specifically designed to be applied to and remain consistent for the long-haul. Your secondary dimensions provide you with the opportunity to include a hierarchical structure to your campaign reporting while allowing you to drill down from department, all the way to your product line.
When you get familiar with this feature, you’ll soon see that it can improve your campaigns, saving you a lot of time, money, and frustration along the way.
6 Options For Determining Amazon Ad Campaign Starting BidsMikeZagare
To determine which PPC ads get shown, Amazon leverages a bidding algorithm. Amazon’s algorithm decides which ad it shows online shoppers based on keyword bids. Keywords then connect to the customer search terms that sellers want their product(s) to show up for.
4 Strategies To Optimize Your Digital Touchpoints Using Customer DataTinuiti
As digital touchpoints continue to grow, the customer path to purchase grows alongside it. It’s imperative that businesses continue to expand their presence on these various touchpoints. Equally important is a business’s ability to map out its most valuable customers and construct advertising strategies to reach the right people, at the right time.
Don’t Miss Out—Join CPC Strategy & Custora as we dive into different strategies to optimize your search, display, & shopping campaigns.
What are Custom Dimensions in Google Ads?
When appropriately used, custom dimensions have the power to simplify your campaign management and data analysis processes. As such, they are a vitally important asset in the PPC manager’s toolkit.
Dissimilar to labels, Google Ads custom dimensions are specifically designed to be applied to and remain consistent for the long-haul. Your secondary dimensions provide you with the opportunity to include a hierarchical structure to your campaign reporting while allowing you to drill down from department, all the way to your product line.
When you get familiar with this feature, you’ll soon see that it can improve your campaigns, saving you a lot of time, money, and frustration along the way.
6 Options For Determining Amazon Ad Campaign Starting BidsMikeZagare
To determine which PPC ads get shown, Amazon leverages a bidding algorithm. Amazon’s algorithm decides which ad it shows online shoppers based on keyword bids. Keywords then connect to the customer search terms that sellers want their product(s) to show up for.
Measuring AdWords optimization in 5 minutes checking 3 KPIsGianpaolo Lorusso
This simple, but really solid procedure allows you to check the optimization level of any AdWords account in few minutes and to understand which improvement margins there are and where to start to work.
Considering as given the structure of your campaigns, this procedure allows you to check:
- Efficiency (are you buying clicks at the low rates possible?)
- Effectiveness (are you buying the right clicks?)
- Coverage (are you allocating your budget correctly?)
This is a webinar recorded during SEMRush PPCweek, you can look at the full video for free at:
http://shop.adworldexperience.it/en/negozio/is-your-account-optimized/
(registration needed)
Good Luck with your campaigns! ;-)
What’s Next in Walmart’s Omnichannel Evolution Tinuiti
As the second-largest marketplace behind Amazon, Walmart is now massively disrupting the Retail Media landscape. This presents a huge opportunity for you to take your brand to the next level. In this session, we’ll take a deep dive into setup and advertising on Walmart.
Search Marketing Breakfast: Get Off My Brand [July 11 2018]Adthena
Why search is becoming a single entity once again - Puneet Vaghela, Head of Paid Search and Daniel Kelly, Head of SEO, PHD
Adthena Update: Brand Protection - Tim Bouhour, Head of Product, Adthena
Get off my brand - Henrik Zahl Andersen, Digital Marketing Specialist, Nordic Choice Hotels
How Your Business Can Benefit from PPC MarketingPaulDonahue16
A PPC marketing campaign is among the most effective ways to increase traffic to your website and, eventually, sales. Many small businesses underestimate the benefits of paid ads and miss out on bigger opportunities to grow their web presence in a fast and profitable manner. Learn the many benefits of PPC marketing, whether this is through Bing, Google, or other platforms in this article. https://advdms.com/blog/how-your-business-can-benefit-from-ppc-marketing-pc
In this webinar, our experts discuss the next frontier of paid search strategy, which involves leveraging machine learning automation to optimize your campaigns, no matter if they are new activations, or restructuring campaigns based on historic performance.
Amazon as a Brand Building and Demand Gen Platform: Emerging Trends in Amazon...Tinuiti
In this session, we partnered with Amazon sales analytics platform, Jungle Scout, to discuss the best ways to utilize enhanced tools like A+ Content and video to better serve your brand.
How to make sense of the abm technology landscapeEngagio
As the B2B buying process becomes more complex, it’s never been more necessary to align sales and marketing teams to ensure a great customer experience. To help meet this demand, a surplus of ABM vendors and technologies have entered the market – and the organizations that are embracing this new technology are reaping the rewards.
However, many companies are still struggling to make sense of the ABM technology landscape. How should you evaluate new technology? How can you make sure it fits into your go-to-market strategy? And How can you tell the difference between imposters and the real ABM platforms?
Jon Miller, CEO of Engagio, hosts Peter O’Neill, Lead Analyst at Research in Action for a lively discussion on evaluating ABM technology.
In this presentation, you’ll find out:
– The current industry trends driving sales and marketing alignment, and the biggest mistakes to avoid
– What technology other successful organizations are using for ABM
– How to avoid getting burned with the wrong ABM vendor
Plus, Peter reveals new data on Account-Based Marketing SaaS and Software: The Top 20 Global Vendors 2019.
What is Smart Campaign and How it Works?
Whether you’re new to paid advertising or a pay-per-click (PPC) veteran, Google Smart Campaigns can be your best friend. Rapid advances in artificial intelligence technology at the heart of Google Ads make PPC advertising an entirely different beast — one that may be easier to tame in 2020.
Google Smart Campaigns are a powerful tool in the PPC manager’s toolkit. When used carefully, they can save time, money, and a lot of frustration. They do require a lot of data, and a keen eye to monitor their performance. Still, Smart Campaigns offer a lot of promising opportunities, making them worth a try, no matter how much experience you have in PPC advertising.
RevOps Agency Elevator Pitch - MAN DigitalMAN Digital
We're a digital sales and marketing agency focused on helping businesses grow their revenues through account-based marketing programs and demand generation campaigns.
B2B Go-to-Market (GTM) has been evolving rapidly over the last few years and the biggest driver of change is data. Regardless of the type of GTM strategy being deployed, data is driving significantly higher effectiveness by helping organizations decide who to target, when to target them, what to message, and more.
Join Craig Rosenberg, Distinguished VP from Gartner, as he presents frameworks and realistic, proven use cases of data-driven GTM strategies and tactics.
In this webinar, you’ll learn:
Trends and data driving key changes in the market
The use of data in target account selection and prioritization
How data is driving a dynamic customer engagement engine (supporting any GTM)
The role of data in making sales prospecting easier and more effective (hint: these things go hand-in-hand)
Winning in the Engagement Economy: 10 New Product InnovationsMarketo
At Marketing Nation Summit in San Francisco, we unveiled 10 new product innovations to help you succeed in the Engagement Economy, which will be available or begin to roll out this year. View these slides as our product expert dives into the latest product insights.
Three Ways High Growth Companies Can Drive ABM ResultsDemandbase
As a high-growth marketer, you get Account-Based Marketing. You understand that time and budget are limited resources. You also know that proving marketing ROI may come through a hodgepodge of Google Analytics, Excel vlookups, and a lot of elbow grease. So how do you juggle all this to build out a successful ABM strategy?
Join Demandbase and Optymyze, a leader in Sales Performance Management (according to Gartner Magic Quadrant), as we delve into how high-growth organizations are tackling ABM adoption. We’ll take a look at how Optymyze increased account engagement by 54% with ABM and Demandbase solutions.
In this webinar, you’ll learn how to implement an effective ABM strategy by:
- Aligning website personalization with ad campaigns
- Measuring brand reach and engaged accounts
- Providing a tailored target account list
- Consolidating your ABM data sources into a single source of truth
Drive High-Value Traffic by Retargeting Amazon ShoppersTinuiti
It can cost a brand 5x as much to acquire a new customer than retaining a current customer. Staying top of mind for shoppers is vital in today’s competitive marketplace. Amazon DSP enhances your brand’s visibility by allowing Sellers and Vendors to reach shoppers off-Amazon. Join our webinar as we explain the benefits of retargeting on Amazon DSP and unpack the benefits it provides. Learn how to refine your marketing strategy to ensure you’re generating demand at different stages of the buyer’s journey.
How MOPs Gets Invited to Revenue Club: 3 Ways to be Sales Favorite MarketerEngagio
Marketing Operations professionals are the unsung heroes of the Revenue Team, working hard behind the scenes to make sure that everything runs smoothly. But Marketing deserves recognition, and we want to help you get it!
Check out the slides for this webinar with Tom Keefe, Engagio’s Head of Marketing Operations, to learn how to…
- Find Sales new Opportunities through Intent
- Identify open Opportunities that are flirting with Competitors
- Give Sales full visibility to every activity in their Accounts
- Build out your Account ICP via data from Form Submissions
...and score that invitation to Revenue Club!
Ipswich-based bespoke digital agency Crafted guides you through the basics of remarketing, including how it works, examples of how you can use remarketing via AdWords and real-life case studies.
Measuring AdWords optimization in 5 minutes checking 3 KPIsGianpaolo Lorusso
This simple, but really solid procedure allows you to check the optimization level of any AdWords account in few minutes and to understand which improvement margins there are and where to start to work.
Considering as given the structure of your campaigns, this procedure allows you to check:
- Efficiency (are you buying clicks at the low rates possible?)
- Effectiveness (are you buying the right clicks?)
- Coverage (are you allocating your budget correctly?)
This is a webinar recorded during SEMRush PPCweek, you can look at the full video for free at:
http://shop.adworldexperience.it/en/negozio/is-your-account-optimized/
(registration needed)
Good Luck with your campaigns! ;-)
What’s Next in Walmart’s Omnichannel Evolution Tinuiti
As the second-largest marketplace behind Amazon, Walmart is now massively disrupting the Retail Media landscape. This presents a huge opportunity for you to take your brand to the next level. In this session, we’ll take a deep dive into setup and advertising on Walmart.
Search Marketing Breakfast: Get Off My Brand [July 11 2018]Adthena
Why search is becoming a single entity once again - Puneet Vaghela, Head of Paid Search and Daniel Kelly, Head of SEO, PHD
Adthena Update: Brand Protection - Tim Bouhour, Head of Product, Adthena
Get off my brand - Henrik Zahl Andersen, Digital Marketing Specialist, Nordic Choice Hotels
How Your Business Can Benefit from PPC MarketingPaulDonahue16
A PPC marketing campaign is among the most effective ways to increase traffic to your website and, eventually, sales. Many small businesses underestimate the benefits of paid ads and miss out on bigger opportunities to grow their web presence in a fast and profitable manner. Learn the many benefits of PPC marketing, whether this is through Bing, Google, or other platforms in this article. https://advdms.com/blog/how-your-business-can-benefit-from-ppc-marketing-pc
In this webinar, our experts discuss the next frontier of paid search strategy, which involves leveraging machine learning automation to optimize your campaigns, no matter if they are new activations, or restructuring campaigns based on historic performance.
Amazon as a Brand Building and Demand Gen Platform: Emerging Trends in Amazon...Tinuiti
In this session, we partnered with Amazon sales analytics platform, Jungle Scout, to discuss the best ways to utilize enhanced tools like A+ Content and video to better serve your brand.
How to make sense of the abm technology landscapeEngagio
As the B2B buying process becomes more complex, it’s never been more necessary to align sales and marketing teams to ensure a great customer experience. To help meet this demand, a surplus of ABM vendors and technologies have entered the market – and the organizations that are embracing this new technology are reaping the rewards.
However, many companies are still struggling to make sense of the ABM technology landscape. How should you evaluate new technology? How can you make sure it fits into your go-to-market strategy? And How can you tell the difference between imposters and the real ABM platforms?
Jon Miller, CEO of Engagio, hosts Peter O’Neill, Lead Analyst at Research in Action for a lively discussion on evaluating ABM technology.
In this presentation, you’ll find out:
– The current industry trends driving sales and marketing alignment, and the biggest mistakes to avoid
– What technology other successful organizations are using for ABM
– How to avoid getting burned with the wrong ABM vendor
Plus, Peter reveals new data on Account-Based Marketing SaaS and Software: The Top 20 Global Vendors 2019.
What is Smart Campaign and How it Works?
Whether you’re new to paid advertising or a pay-per-click (PPC) veteran, Google Smart Campaigns can be your best friend. Rapid advances in artificial intelligence technology at the heart of Google Ads make PPC advertising an entirely different beast — one that may be easier to tame in 2020.
Google Smart Campaigns are a powerful tool in the PPC manager’s toolkit. When used carefully, they can save time, money, and a lot of frustration. They do require a lot of data, and a keen eye to monitor their performance. Still, Smart Campaigns offer a lot of promising opportunities, making them worth a try, no matter how much experience you have in PPC advertising.
RevOps Agency Elevator Pitch - MAN DigitalMAN Digital
We're a digital sales and marketing agency focused on helping businesses grow their revenues through account-based marketing programs and demand generation campaigns.
B2B Go-to-Market (GTM) has been evolving rapidly over the last few years and the biggest driver of change is data. Regardless of the type of GTM strategy being deployed, data is driving significantly higher effectiveness by helping organizations decide who to target, when to target them, what to message, and more.
Join Craig Rosenberg, Distinguished VP from Gartner, as he presents frameworks and realistic, proven use cases of data-driven GTM strategies and tactics.
In this webinar, you’ll learn:
Trends and data driving key changes in the market
The use of data in target account selection and prioritization
How data is driving a dynamic customer engagement engine (supporting any GTM)
The role of data in making sales prospecting easier and more effective (hint: these things go hand-in-hand)
Winning in the Engagement Economy: 10 New Product InnovationsMarketo
At Marketing Nation Summit in San Francisco, we unveiled 10 new product innovations to help you succeed in the Engagement Economy, which will be available or begin to roll out this year. View these slides as our product expert dives into the latest product insights.
Three Ways High Growth Companies Can Drive ABM ResultsDemandbase
As a high-growth marketer, you get Account-Based Marketing. You understand that time and budget are limited resources. You also know that proving marketing ROI may come through a hodgepodge of Google Analytics, Excel vlookups, and a lot of elbow grease. So how do you juggle all this to build out a successful ABM strategy?
Join Demandbase and Optymyze, a leader in Sales Performance Management (according to Gartner Magic Quadrant), as we delve into how high-growth organizations are tackling ABM adoption. We’ll take a look at how Optymyze increased account engagement by 54% with ABM and Demandbase solutions.
In this webinar, you’ll learn how to implement an effective ABM strategy by:
- Aligning website personalization with ad campaigns
- Measuring brand reach and engaged accounts
- Providing a tailored target account list
- Consolidating your ABM data sources into a single source of truth
Drive High-Value Traffic by Retargeting Amazon ShoppersTinuiti
It can cost a brand 5x as much to acquire a new customer than retaining a current customer. Staying top of mind for shoppers is vital in today’s competitive marketplace. Amazon DSP enhances your brand’s visibility by allowing Sellers and Vendors to reach shoppers off-Amazon. Join our webinar as we explain the benefits of retargeting on Amazon DSP and unpack the benefits it provides. Learn how to refine your marketing strategy to ensure you’re generating demand at different stages of the buyer’s journey.
How MOPs Gets Invited to Revenue Club: 3 Ways to be Sales Favorite MarketerEngagio
Marketing Operations professionals are the unsung heroes of the Revenue Team, working hard behind the scenes to make sure that everything runs smoothly. But Marketing deserves recognition, and we want to help you get it!
Check out the slides for this webinar with Tom Keefe, Engagio’s Head of Marketing Operations, to learn how to…
- Find Sales new Opportunities through Intent
- Identify open Opportunities that are flirting with Competitors
- Give Sales full visibility to every activity in their Accounts
- Build out your Account ICP via data from Form Submissions
...and score that invitation to Revenue Club!
Ipswich-based bespoke digital agency Crafted guides you through the basics of remarketing, including how it works, examples of how you can use remarketing via AdWords and real-life case studies.
Google Shopping Campaigns are a game-changer for e-commerce stores.
Not only do they target quality traffic and attract valuable leads, but they promote your products by showing users detailed information before clicking the ad.
Vorian Agency PPC Google Adwords Seminar 2015Vorian Agency
In this seminar we’ll work through the ins and outs of Google Adwords, to explain how Pay Per Click (PPC) advertising can work for your business.
Things you can learn include:
What is PPC?
Introduction to Campaigns and Ad Groups
Creating an Advert
Editorial Guidelines
Keywords; Broad, Phrase & Exact Match
Bidding and Traffic Estimation
Account Configuration
Competitor Analysis
Negative Keywords
Ad Extensions
Integrating with Google Analytics
Conversion Tracking
Remarketing
The Q4 Amazon Virtual Summit is designed to arm high-volume, professional Amazon sellers with strategies & insights to maximize profitability & growth for the upcoming Q4 shopping rush.
This year, we’ll focus on how to properly prepare your listings & ensure you display in search, Q4 strategies for your Sponsored Product campaigns & how to create a winning Q4 game plan.
Zoe O'Neil of ClickThrough Marketing reviews the latest innovations in Google AdWords explaining the techniques you should audit to get the best ROI from AdWords in 2016.
Presentation at 91SpringBoard by GrowthFolks
Date - 21-12-2019
Google has already invested heavily in artificial intelligence, and Smart Bidding is one of the many results of that investment.
Vorian Agency PPC google adwords seminarMatt Lynch
Matt Lynch is the General Manager for Vorian Agency, a Perth - Western Australia based digital marketing company, Google Partner and Bing Ads Professional. This training seminar looks at the fundamentals of PPC using Google Adwords.
Similar to Advanced Strategies to get your Google Shopping Campaigns to the Next Level - Andreas Reiffen | PPC OFFLINE #9 (20)
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
The Forgotten Secret Weapon of Digital Marketing: Email
Digital marketing is a rapidly changing, ever evolving industry--Influencers, Threads, X, AI, etc. But one of the most effective digital marketing tools is also one of the oldest: Email. Find out from two Houston-based digital experts how to maximize your results from email.
Key Takeaways:
Email has the best ROI of any digital tactic
It can be used at any stage of the customer journey
It is increasingly important as the cookie-less future gets closer and closer
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
Financial curveballs sent many American families reeling in 2023. Household budgets were squeezed by rising interest rates, surging prices on everyday goods, and a stagnating housing market. Consumers were feeling strapped. That sentiment, however, appears to be waning. The question is, to what extent?
To take the pulse of consumers’ feelings about their financial well-being ahead of a highly anticipated election, ThinkNow conducted a nationally representative quantitative survey. The survey highlights consumers’ hopes and anxieties as we move into 2024. Let's unpack the key findings to gain insights about where we stand.
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
Everyone knows the power of stories, but when asked to come up with them, we struggle. Either we second guess ourselves as to the story's relevance, or we just come up blank and can't think of any. Unlocking Everyday Narratives: The Power of Storytelling in Marketing will teach you how to recognize stories in the moment and to recall forgotten moments that your audience needs to hear.
Key Takeaways:
Understand Why Personal Stories Connect Better
How To Remember Forgotten Stories
How To Use Customer Experiences As Stories For Your Brand
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
Digital marketing is the art and science of promoting products or services using digital channels to reach and engage with potential customers. It encompasses a wide range of online tactics and strategies aimed at increasing brand visibility, driving website traffic, generating leads, and ultimately, converting those leads into customers.
https://nidmindia.com/
How to Use AI to Write a High-Quality Article that Ranksminatamang0021
In the world of content creation, many AI bloggers have drifted away from their original vision, resulting in low-quality articles that search engines overlook. Don't let that happen to you! Join us to discover how to leverage AI tools effectively to craft high-quality content that not only captures your audience's attention but also ranks well on search engines.
Disclaimer: Some of the prompts mentioned here are the examples of Matt Diggity. Please use it as reference and make your own custom prompts.
The What, Why & How of 3D and AR in Digital CommercePushON Ltd
Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail.
Previously the founder and Tech and Innovation Director of Creative Content Works working with the likes of Next, John Lewis and JD Sport, he now helps retailers, brands and agencies solve challenges of applying the emerging technologies 3D, AR, VR and Gen AI to real-world problems.
In this webinar, Vladimir will be covering the following topics:
Applications of 3D and AR in Digital Commerce,
Benefits of 3D and AR,
Tools to create, manage and publish 3D and AR in Digital Commerce.
SEO as the Backbone of Digital MarketingFelipe Bazon
In this talk Felipe Bazon will share how him and his team at Hedgehog Digital share our journey of making C-Levels alike, specially CMOS realize that SEO is the backbone of digital marketing by showing how SEO can contribute to brand awareness, reputation and authority and above all how to use SEO to create more robust global marketing strategies.
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
SEO Master Class - Steve Wiideman, Wiideman Consulting Group
Advanced Strategies to get your Google Shopping Campaigns to the Next Level - Andreas Reiffen | PPC OFFLINE #9
1. 1
Advanced Strategies to get your Google
Shopping Campaigns to the Next Level
Andreas Reiffen – CEO @ crealytics
Prague, Czech Republic
January 30, 2018
2. 2
Topics we‘ll cover today …
• Show how Google steadily
increased the share of
product ads
• How will Shopping develop
in the future?
1
Semantic Advertising TechnologyEcommerce Expo Prague 2018
3
• Taking a variety of factors
into account makes bidding
on Google Shopping difficult
• What do you have to
consider to successfully
optimize your bidding?
2
• Advice on Google Shopping
campaign structure
• What is the right way to
structure your Shopping
campaigns?
Google Shopping
global market insights Advanced strategiesGetting the basics right
3. 3
Google Shopping – Global Market Insights
Semantic Advertising TechnologyEcommerce Expo Prague 2018
4. 4
Google Shopping spending already surpassed
text ads in in all markets
Semantic Advertising TechnologyEcommerce Expo Prague 2018
DE
spending share
US
spending share
UK
spending share
58%57%
H2 16
43% 42%
H2 17H1 17
55%
45%
H1 16H2 15
67%
45%
55%
Text Ads Shopping
H2 15
48%54%
52%
36%
H1 16 H1 17
38%
60%
66%64%
H2 16
40%
H2 17
46%
H2 17
31%
68%
35%
H1 16
69%
H1 17
32%
H2 16
65%
H2 15
63%
37%
49%
51%
5. 5
UK: 74% of mobile PPC budget is spent on
Google Shopping
Semantic Advertising TechnologyEcommerce Expo Prague 2018
63%
37%
26%
74%
Shopping
Text Ads
Desktop Mobile
Mobile is much more profitable
in Google Shopping which
leads to higher spending
Shopping was the main reason
for mobile surge in 2016/17
Spending shares in H2 2017 Insights
6. 6
More clicks for cheaper CPCs
Is Google Shopping getting even more attractive for advertisers?
Semantic Advertising TechnologyEcommerce Expo Prague 2018
CPC decreased by 21% while paid clicks expanded
by 55%
Shift to mobile is reason for declining CPCs as mobile
CPCs are still less expensive
The deflation of CPC also indicates that there is
temporary excess of auctions where advertisers can
lower their CPC and still are able to spend their
budgets
This sounds like a great story for advertisers, you get
more valuable clicks for cheaper CPCs
However, this would be only true if you don’t pay for
clicks that have been free in the past and if you don’t
pay twice for the same users
https://abc.xyz/investor/pdf/2017Q3_alphabet_earnings_release.pdf
Lorem ipsumAlphabet investor report Excess of auctions leads to lower CPC?
7. 7
In 2013 product ads were displayed underneath
the top text ads
Semantic Advertising TechnologyEcommerce Expo Prague 2018
SERP layout Screen shot
http://www.cpcstrategy.com/blog/2013/07/google-16-product-listing-ads-serps
http://www.business2community.com/online-marketing/google-shopping-merchant-center-step-by-step-setup-guide-0371869#
8. 8
In 2014 Google made a big change and placed
product ads on top of the text ads
Semantic Advertising TechnologyEcommerce Expo Prague 2018
SERP layout Screen shot
https://www.searchenginejournal.com/breaking-google-changes-serp-images-king-ppc-holds-key-kingdom/80455/
9. 9
In 2015 Google started to show eight product ads
in the right side rail
Semantic Advertising TechnologyEcommerce Expo Prague 2018
SERP layout Screen shot
http://certifiedknowledge.org/blog/the-complete-adwords-audit-part-12-google-shopping-campaigns
10. 10
In 2016, Google eliminated text ads from the side
rail
Semantic Advertising TechnologyEcommerce Expo Prague 2018
SERP layout Screen shot
https://ambergreeninternetmarketing.com/blog/what-the-adwords-just-happened-to-googles-serp
11. 11
2017 developments show nine even larger
products on the side
Semantic Advertising TechnologyEcommerce Expo Prague 2018
SERP layout Screen shot
https://ambergreeninternetmarketing.com/blog/what-the-adwords-just-happened-to-googles-serp
12. 12
Google‘s rationale: Product ads are more
attractive for the user and generate more revenue
Semantic Advertising TechnologyEcommerce Expo Prague 2018
3 product ads have roughly the (pixel) size
of one text ad or organic listing
More than double the revenue for Google
per pixel ad space (mobile example)
= RevenueCPC
+28.0%
+126.0%
Aggregated CTR
+77.0%
Google still puts the “user first” and promotes search
results that he likes. Images are more attractive
Those are paid results with high CTR
13. 13
Getting the Basics Right
Semantic Advertising TechnologyEcommerce Expo Prague 2018
14. 14
Google Shopping account structure
The optimal account structure depends on your size and your goals
Semantic Advertising TechnologyEcommerce Expo Prague 2018
We usually use brands as campaigns
Product categories/types become ad groups
Products are grouped in a single product group within
an ad group
We split out products once they hit a certain threshold
of clicks (e.g. 10 clicks)
Lorem ipsumDifferent account levels How does it work?
Product
Group
Product
Group
Product
Group
Product
Group
Product
Group
Product
Group
Product
Group
Product
Group
15. 15
How to optimize your product feed
Semantic Advertising TechnologyEcommerce Expo Prague 2018
Comply with Google Shopping
guidelines
Check your product feed regularly
Enable notifications
If products get disapproved, check
the disapproval reason to identify
mistakes in your data
Increase the relevance of your
product feed to improve your
Google Shopping performance
Name products in a way people
search for them
Do not “over-optimize” titles to
avoid they differ too much from the
landing pages
Use the available space
Differentiate your products from
competitors’ products
Include product ratings
Never stop optimzing you product feed!
Highlight your USPOptimize feed contentAvoid disapproved products
16. 16
Introduction to Audience Targeting
Targeting the right consumers will save you a lot of money
Semantic Advertising TechnologyEcommerce Expo Prague 2018
Why targeting? Targeting possibilities
Allows you to adjust bids according to conversion
probability of audiences
Possibility to align campaign specifically to a distinct
target group
Reduce wasted ad spend
Performance improves as chance for conversion
increase
With increasing specification the amount of
people/traffic declines
Situation of usage
• Device (Mobile, Desktop, Tablets)
• Language
• Countries/Location
• Time/Day
Targeting group
• Former interactions (visits, cart abandoners,
purchases)
• Demography (age, gender)
• New Customers
• Existing Customers
17. 17
RLSA & Customer Match
Increase profitability by targeting a well-known user group
Semantic PPC Advertising Technologycrealytics presentation
Target customers based on previous interactions
with your website
Create remarketing audience groups in AdWords
• You need to add the remarketing tag on every
website, it collects users and adds them to a
certain list
Common RLSA strategies
• Probability – bid higher on audiences which are
likely to convert / lower bids for non-converters
• Keyword strategy – bid on terms that are
performing well in general
• ‘Head Term’ Campaign – to reach users who have
been on your site already, you can bid on generic
terms like ‘fashion’ or ‘sale’
RLSA (Remarketing Lists for Search Ads) Customer Match
Target (or exclude) people based on their email
addresses
• Advertisers have to upload customer email lists
into AdWords that can be matched against
signed-in Google accounts
Top Strategies for using Customer Match
• Profitability – reduce bids for customers with a
low average basket value
• Reach – use similar audiences to target
additional prospective customers
• Reactivation – promote a special offer to
customers who have gone cold as an incentive
for re-engagement
• Upselling – use complimentary product
information to upsell to customers who have
already bought
19. 19
Impressions before / after Key insights
0.6 0.7
bid = 0.50
5.4
2.1
1.3
bid = 1.50
0.4
4.3
designer only termdesigner termsgeneric terms
On Google Shopping, you bid on
products, not keywords
When you raise bids, a product
starts to behave like a broad
keyword
The designer-only term, chi chi
london, is stable in impressions
CPC for the same queries
increased by +186%
Spike in generic queries affects
traffic quality and ROI
CPC
0.22
0.09
0.40
0.85
0.63
0.25
(k impressions)
Semantic Advertising TechnologyEcommerce Expo Prague 2018
Increase of all Chi Chi London bids by 200%
What happens after increasing bids by 200%?
20. 20
Birkenstock
Arizona Black
1,127
0.50 1.50
1,018 +11%
0.750.36
204
5,534
0.50 1.50
+2,613%
200
1,500
+650%
0.50 1.50
0.720.28
CPC
0.760.29
Impressions
Bids
Semantic Advertising TechnologyEcommerce Expo Prague 2018
We raised bids by 200% and evaluated traffic
Chi Chi London
Lace Midi Prom Dress
Diesel
(Designer)
These results do not seem
consistent at all. And now?
22. 22 Semantic Advertising TechnologyEcommerce Expo Prague 2018
Budget
Revenue
Bidding
Bandwidth
Overbidding
Search
Shopping
Shopping - specific bid management
Shopping Efficiency Curve Explanation
Crealytics uses machine
learning to identify the ideal bid
range for each product listing
From a certain bid level, traffic
increases very quickly – at very
high bid levels, traffic will
plateau
The challenge for bid
management is to stop bidding
up when you reach the plateau
23. 23
Optimize for the right KPIs
Semantic Advertising TechnologyEcommerce Expo Prague 2018
24. 24 Semantic Advertising TechnologyEcommerce Expo Prague 2018
Ineffective, short-sighted budget allocation
Optimizing campaigns for new customer acquisition yields better results
10
13
3
First purchase
revenue
Repeat purchases Total revenue
after one year
9
15
6
Repeat purchases Total revenue
after one year
First purchase
revenue
Short-term Focus (ROAS) Long-term Focus (CLV)
Advertisers who focus on LTV make about 15% more
revenue in the first year.
$1M
Advertising
Budget
25. 25
To optimize your advertising campaigns you
require an advanced set of target KPIs
Ecommerce Expo Prague 2018
Every order is treated
equally, no matter
whether the order value
is high or low, margins
and new customers
estimated based on
averages
Focus on revenue without
taking into account that
different products have
different margins
Products with high
margins are promoted
more aggressively,
repeat purchases from
new customers are
ignored
Lifetime Value
optimization takes into
account exact margins
and repeat purchases
from new customers
Low Data Quality High Data QualityHigh Data Quality
Semantic Advertising Technology
CLV
CLV ROI
Profit
ROI
Revenue
ROAS / COS
# Orders
CPO
27. 27 Semantic Advertising TechnologyEcommerce Expo Prague 2018
Shoes
Nike
+
Shoes
Nike
+
Mercurial
Typical differentials
Nike Mercurial Superfly V FG
Sportswear Men Platine
Nike Mercurial Superfly V FG
Sportswear Men Platine
$202.99 from Nike
$202.99 from Nike
Soccer Shoes
Nike Mercurial Superfly
B)
A)
$1.00
Campaign segmentation
With Google Shopping money is wasted on generic queries
Identical product search, but different query
intent Compare conversion rates by specificity
1.4x
Brand
+
Category
Category
2.5x
Brand
+
Name
28. 28 Semantic Advertising TechnologyEcommerce Expo Prague 2018
Chanel
Timeless
Purse
Product Names
Brand/Designer
Names
Generics
N/A
High
Medium
Low
Catch All
Generics
Designers
Purse
Chanel
Purse
Chanel Timeless
Clutch
Varies
Automated Campaign Segmentation
Crealytics automatically funnels traffic into campaigns based on intent
Product PriorityCampaign Bid AmountNegatives
30. 30Ecommerce Expo Prague 2018 Semantic Advertising Technology
What is the true value of RLSA campaigns?
Google‘s retargeting campaigns are barely incremental
Do not believe the numbers until you have challenged
them!
Excessive use of RLAS
• Results look good on paper and nobody likes to
challenge the data
• Even if RLSA is not explicitly done, website
visitors are always automatically being retargeted
• Some smart advertisers bid low on RLSA
Inflated value attribution
• Overestimating the contribution value of
remarketing campaigns
• We expect incrementality to be at about 20%
Understand that segments which show the
highest efficiency are usually the ones with the
lowest incrementality
Test the results of your RLSA campaign to see the
actual value contribution
Common mistakes Strategies for improvement
31. 31
The Role Of Price
Semantic Advertising TechnologyEcommerce Expo Prague 2018
33. 33 Semantic Advertising TechnologyEcommerce Expo Prague 2018
Products priced 5% lower than
market average
Products priced 5% higher
than market average
1826
2047
134% 135% -29%
61% 280%
Impression
Volume
Clicks CPO
Conversion
Rate
Conversions
To succeed include price as a signal
Google includes price competitiveness as an algorithmic signal
Pricing compared to
market average Lower priced products drive performance
Bidding high on products which are not priced
competitively is a waste of money.
(# products)
34. 34 Semantic Advertising TechnologyEcommerce Expo Prague 2018
Crealytics incorporates pricing information into
bidding