Whether you are in in-house, or at an agency, chances are you've noticed how important Shopping Ads are for any ecommerce account (and what's with all that Smart Shopping talk coming from Google?), but many people don't know how to manage them well since they behave differently from Text Ads. In this session, we'll start from the ground up as we discuss best practices for feed creation, campaign strategy, and ongoing management. In this session, we'll look at things like: - Where to invest time in feed optimization - How to set up Shopping campaigns for the best bidding possible - Tools/tricks to make ongoing management more efficient - Smart Shopping: what is it, should we use it, and how? Don't spend your time in Ecommerce PPC? Then this is the session you need to get a working knowledge of how Shopping Ads work in 2019.

1. A Beginner’s Guide to Shopping Ads:
From Take-Off to Soaring Smartly
Kirk Williams | Owner

2. AUTOMATION
Killing jobs since the printing press.
@ppckirk

3. …and putting
scribes out of work
since 1430.
@ppckirk
I feel really
good about job
security.

4. …and putting
scribes out of work
since 1430. Innovate
or die,
bro!
We call it “the
printing press”,
Is that pressing out
the tears of the
scribes?
@ppckirk

5. Smart Shopping
=
@ppckirk

6. (…but, more on that later)
@ppckirk

7. 3 Aspects of Shopping Ads
(setting you up for success)
@ppckirk

8. 3 Aspects of Shopping Ads
Placements Feeds
Campaign Setup

9. Placements
@ppckirk

10. @ppckirk
Desktop

11. Desktop
@ppckirk

12. Mobile
@ppckirk

13. Shopping Tab
@ppckirk

14. Image Tab
@ppckirk
(now part of
Core Search)

15. Feeds
@ppckirk

16. Feeds
Feed Provider
or Dev Team
Merchant
Center
Google /
Bing Ads
@ppckirk

17. Feeds
Feed Creation tools
ü Small feed/team? Just use a Spreadsheet.
@ppckirk

18. Feeds
Feed Creation tools
ü Small feed/team? Just use a Spreadsheet.
ü Big feed? Use your dev team.
@ppckirk

19. Feeds
Feed Creation tools
ü Small feed/team? Just use a Spreadsheet.
ü Big feed? Use your dev team.
ü Anyone: Use a good Feed provider.
ü Feedonomics
ü DataFeedWatch
ü Many others
@ppckirk

20. …and someday… no feed.
@ppckirk

21. Use Bing? (you should)
@ppckirk
ü Now: Handy
Dandy Feed
Import from
Google!

22. Ignore Item Disapprovals?? DON’T.
@ppckirk
Don’t “Train” Google’s Filters To Be
Suspicious Of You

23. ID
Title
Description
Link
Image
Availability
Price
Brand
GTIN
MPN
Shipping
ALWAYS
Required
field fields
@ppckirk

24. Maybe
Required
(It’s
Complicated)
Condition
Adult
Multipack
Bundle
Age Group
Item Color
Gender
Material
Pattern
Size
Item Group ID
Tax
Shipping Dimensions
@ppckirk

25. RICH
PRODUCT
ATTRIBUTES
(Important
For Retail)
Age Group
Item Color
Gender
Material
Pattern
Size
Item Group ID
@ppckirk

26. No GTIN?
No Worries
(use magic)
@ppckirk

27. Identifier_exists
“false”
@ppckirk

28. Coming Soon
@ppckirk

29. “Uhh, we’re a little busy here…
… no time to optimize all feed fields.”
@ppckirk

30. @ppckirk
Spend
your time
on these 3
fields.
Title
Product
Type
Price

31. @ppckirk
Title
ü Word Order Matters in Titles
Tips & Tricks:

32. @ppckirk
Title
ü Word Order Matters in Titles
ü Use Keyword Planner
Tips & Tricks:

33. @ppckirk
“That’s no guess,
It’s actual data.”

34. @ppckirk
Title
ü Word Order Matters in Titles
ü Use Keyword Planner
ü Use the Search Query Report
Tips & Tricks:

35. @ppckirk
Find Title Test
Ideas from
Search &
Shopping
SQRs

36. @ppckirk
Montana this winter
Img src: goo.gl/DPv29j

37. @ppckirk

38. @ppckirk
Then, Use Feed Rules to Test

39. @ppckirk
Limited Characters in Your Title?
Prepend
Additional
Keywords to
Description
with Feed
Rules

40. @ppckirk
Prepend Keywords to Description

41. @ppckirk
Product
Type
“Organize your product catalogue for
crying out loud!”

42. @ppckirk
Wait, but what about organizing
by Google Product Category??

43. @ppckirk
2019 Google to ProdCat:
(we admit you know your products better than us)

44. @ppckirk
Send Key Product
Attributes Through
Product Type to Give
Google Contextual
Signals.
Furniture >
Couches >
Modern Couches >
Leather >
Brown

45. @ppckirk
Don’t want to blow your structure?
Original Product Type, 2nd Product Type
Campaign Structure
Uses The 1st

46. @ppckirk
Price

47. No Price too Crazy!
@ppckirk
(actual ZATO Client! !)
to

48. @ppckirk
ü The primary
“comparison” in
CSEs is price!
ü People love
themselves a deal.

49. @ppckirk

50. @ppckirk

51. @ppckirk

52. @ppckirk
Or… Run
Promotions!

53. @ppckirk
Submit promotions
early so they can
get through Policy
Status first (SKU
Status is manual)

54. @ppckirk
Setup

55. What is the purpose of
a good Shopping
Setup?
Why Care About Organization?
@ppckirk

56. Good Shopping
organization is all
about bidding.
If you can’t bid better
because of your
structure, then
change your
strategy.
Why Care About Organization?
@ppckirk

57. Organization for the sake of organization leads only to evil.

58. @ppckirk

59. @ppckirk
Sooo, about that…
Traditional Shopping
Smart Shopping

60. @ppckirk
https://twitter.com/PPCKirk/status/1102986568048885760

61. @ppckirk
Want Data?
“Not in my house.”
#1 Data
Transparency

62. @ppckirk
Smart Shopping

63. @ppckirk
#2 ML
Volatility

64. @ppckirk
Smart Shopping
#3 Scalability
ROAS
TRAFFIC

65. @ppckirk
#4 Audience

66. @ppckirk
Up to 55%
Reduction in
New Users
in our
Accounts!!!
Smart Shopping

67. @ppckirk
Possible Optimizations
(1) Manipulate
ROAS Targets &
Budgets

68. @ppckirk
Remember this:
20% 7

69. @ppckirk
(2) Target & Exclude
Low Performing
Product Types

70. @ppckirk
(3) Select Key
Categories to Test
• Top Products
• Most Reviewed
• Gateway Products

71. @ppckirk
(4) Account Level Content Filters

72. What’s the solution?
@ppckirk
Better Together!

73. @ppckirk
Smart Shopping gets:
• Top Products
• Top-Reviewed Products
• Clearance Products
Traditional
Shopping
Gets….

74. Segment campaigns
to bid by query.
@ppckirk
$0.50 =

75. @ppckirk
Tier 1 - General Queries - $0.25
Tier 2 - Brand Queries - $1.00
Tier 3 - SKU Queries - $2.00

76. @ppckirk
bit.ly/Shopping-Ads

77. some of our clients
Thank you!