1.
Image Source: Getty Images
The Building Blocks of Paid Search
Elizabeth Marsten
@ebkendo
WooCommerce Developers Conference
October 19, 2017

2.
@ebkendo
• Senior Director, E-Commerce Growth
Services
• Seattle, WA
• 11 years in the search industry
• PPC, Social, SEO, Analytics, Content
• Speaker: SMX Adv/East/West, Mozcon,
PPC Masters, Friends of Search, HeroCon
• Author: Lynda.com, All in One Web
Marketing for Dummies
• And…
@ebkendo

3.
Mommy
Image Source: @ebkendo

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© 2017 CommerceHub, Inc. All product and company names and logos are trademarks™ or registered® trademarks of their respective holders.
THE COMMERCEHUB NETWORK
Connecting Sources of Supply with Meaningful Sources of Demand and Delivery
RETAILERS
BRANDS
MARKETPLACES
CARRIERS
SOCIAL
DISTRIBUTORS
3PLS
SEARCH

5.
It depends.
Image Source: Getty Images

6.
Setting
Expectations
Image Source: Getty Images

7.
Set Expectations: Budget
Choose a number you’re comfortable with and know that
your return could be zero.
• Consider
• Competition
• Avg. CPC
• Set a goal
• 3:1 ROAS on text/keyword ads
• 5:1 ROAS on product listing ads

8.
Set Expectations: Channel Choice
Choose channels that fit your budget and goals
Google
• Volume – 80%
• Multiple ad types
• Robust scheduling
• Lots of control/options
• Offline editor
• Customer support
• Active community
Bing
• Volume – 20%
• Multiple ad types
• Some scheduling
• Low maintenance
• Import from Google
• Offline editor
• Excellent customer support
Facebook
• Volume – 20%
• Audiences, not search
• Behaviors, interests
• Low cost per click
• High maintenance – ad fatigue

9.
Set Expectations: Channel Choice
Choose channels that fit your budget and goals
Pinterest
• Free option – rich pins
• Promoted and Shoppable
• Limited program partners
• Limited cart partners
Connexity
• CSE (comparison
shopping engine)
• Shopzilla, Pricegrabber &
Become
• Low CPCs
• Less control/optimizations
LinkedIn
• B2B
• Lead generation
• High avg CPCs
• Continually adding
targeting and ad types
• Now owned by MSFT

10.
Set Expectations: Competitors
• Perform some searches on top or exclusive products
• Run some numbers
• Keyword Planner
• Google Trends
• Share of Voice
• Spyfu, SimilarWeb, SEMrush
• Compare personas

11.
Set Expectations: Tools & Resources
Product Feeds
• YouTube
• CPC Strategy
• Fantastic Feeds & How to
Mind Them
Getting Started
• Google AdWords Certification
• Fundamentals
• Search
• Market Motive
• Lynda, Udemy
• Guide to Quality Score – PPC
Hero

12.
Setting Schedules & Time Management
Image Source: Getty Images

13.
Set a Schedule: Ad Spend
How much time do you actually have to dedicate to
management?
• At least twice a week, if not more, bid management
adjustments
• Bid frequency typically has an effect on performance
• Also depends on how many keywords/products you’re working with and the sales
velocity, competitiveness of the category or product
• Weekly or monthly, campaign budget adjustments
• Finding your spend speed
• Determining high days of the week or times of the month

14.
Set a Schedule: Account Optimization
• Keywords
– Weekly or Monthly
• Add new keywords or match types
• Review modifiers
• Review Quality Score
• Ad copy adjustments (benefits, features, promotions)
• Update sitelinks
• Use click/impressions and spend to gauge frequency – this will depend on your
own businesses’ definition of “high” or “low” volume. Just be sure to give the
machine enough time and data to make good decisions.
100 clicks or 1,000,000,000 clicks – it’s all relative

15.
Set a Schedule: Account Optimization
• Product Listing Ads
– Weekly or Monthly
• Add negative keywords
• Organize products in product groups or campaigns, especially new items
• Review modifiers
• Review product data in the feed – product titles, categories, description

16.
Set a Schedule: Rinse & Repeat - Example
 Budget setting and review
 Bidding frequency and adjustments (including modifiers)
 Ad copy testing
 Keyword match type adjustments
 Add, delete or pause keywords
 Segment products into campaigns/product groups
 Review and adjust campaign and ad group settings
 Review product data in the feed and how it looks on the SERP
 Apply promotional calendar

17.
Set a Schedule: Optimization Tools
• Keywords:
• Search query report and Keyword Planning Tool (in AdWords), find new and
negative keywords
• Search suggest, customer reviews or support
• Product Ads:
• Feed management
• Search query reports

18.
Set a Schedule: Optimization Resources
• The Easy 8-Step Checklist for PPC Audits – Wordstream
• How to Optimize Shopping Campaigns for Every Level of Intent -
Wordstream
• 7 Tips for Google Shopping Feed Optimization – DataFeed Watch
• Is Price a Proxy for Quality Score in Product Ads? – Search Engine
Land

19.
Setting up for Success
Image Source: Getty Images

20.
Setting up for Success: Tracking & Automation
• Google Analytics
• Dashboards, scheduled reports
• Bid Management Software
• Are you enterprise, mid or small?
• Wordstream, Kenshoo, Marin, Acquisio, QuanticMind
• Interns…

21.
Setting up for Success: Feed Management
Solution Best For Product Catalog Size
Guideline
Google Spreadsheet SMBs, small catalogs, static
products offered, infrequent
promotions, stable inventory
Small (3k or less)
Excel – manual upload SMBs, small catalogs, static
products offered, infrequent
promotions, stable inventory
Small (3k or less) or Medium
(50k or less)

22.
Setting up for Success: Feed Management
Solution Best For Catalog Size
Tool provider (FTP, API) • Static or constantly
inventory
• Fast changing inventory
and prices/promotions
• Need to isolate groups of
products quickly, at scale
• Poor quality product
information
Medium (50k), Large (100-
500k) or X-Large (500k+)

23.
Setting up for Success: DIY or Help?
DIY
• Size of account
• Able to stay on top of
industry
• Google or Bing rep
assigned
• Dev help
Agency/consultant
• Size of account and number
of accounts
• Time to manage exceeding
20hrs/week
• Running multiple programs
like email, marketplaces, UX

24.
Setting up for Success: “Fun” Money
• 80/20 Rule
• Often, 80% of consistent revenue comes from 20% of keywords or
products
• Make sure that you’re funding the best consistently
• Consider setting aside a specific section of budget for new ad types,
tests or experiments

25.
Setting up for Success: Next Level
• Remarketing
• Using previous site behavior, previous searches, video and email
• Ultimate Guide to AdWords Remarketing – PPC Hero
• The Complete AdWords Audit Part 15: Audiences – Certified
Knowledge
• Your Retargeting Sucks (But it Doesn’t Have to!) – Slideshare (mine!)
• Dynamic Product Ads
• Google, Yahoo, Facebook- Ad Espresso

26.
Setting up for Success: Next Level
• Bid Modifiers
• Device, location, ad scheduling
• Display & Video
• Google Display Network
• YouTube
• Customer Match

27.
Setting up Success: Resources
• Search Engine Land – News, new features and tips
• PPC Chat – Twitter chat, Tuesdays 9am PST
• PPC Hero – How to, account management/agency focus
• Clix Marketing – Friday News & Views

28.
Thank You Keep Growing
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