For HeroConf: 4 Search Query Focused Techniques You Must Be Using in Your Shopping Campaigns

4 Advanced Search Query
Techniques You Must Be
Using In Your Shopping
CampaignsLiam Wade
PPC Manager | Impression | @ Digital_Liam

impression.co.uk/HeroConf
Where are we going?
1. Search Query Filtering
- Many ways of doing it
2. Search Query Mapping
- - Great source of data +
v. granular targeting
3. Inspirational photography

Who am I?
- PPC Manager at Impression
- Trust data, distrust people
@Digital_Liam

Customer-focused

Impression.co.uk/HeroConf
Shopping Campaigns

Why do they ROCK?
- High intent to purchase
- Typically lower CPCs than Search
Ads (for now!)

Why do they SUCK?
- Rely on Google to match products
to user search queries

How do we manage them?
- Feed optimisation
- Bid automation scripts
- Other targeting (RLSA / Demographic / Location)
- Negative keywords… sort of?

Shopping
campaigns
are great

… But most management
is based on products,
not customers

Enter
Martin
Roettgerding
(@bloomarty)

Search Query Filtering

There are endless
applications of
this technique

Search Query
Filtering
Filtering search queries
into separate campaigns,
using a combination of
Campaign Priority and
Negative Keywords.

How does it work?
- Campaign Priority setting overrides bids
- Negative Keywords block queries

Bid on
search queries,
rather than
just products

Bid on
customer intent*,
rather than
just products

#1 – Brand (Classic)

Example 1.1 - Segment brand terms
“cool trainers” “adidas trainers”VS

3 Easy Steps
1. Set campaign priorities (#1 = High / #2 = Low)
2. Add negatives to be filtered to Campaign #1
3. Use shared budget to ensure filtering is always running

“wicked running
trainers for men”
“coolest
adidas trainers
in 2016”
- Negative keywords ‘block’ branded searches from triggering
campaign #1, forcing them into campaign #2 only.

- Adjust bids based on the ROI generated from queries
- Bid more aggressively for those queries more likely to convert

Why bother?

The more aggressive your bid,
the more generic searches
you enter the auction for

Allows you to bid more
selectively, so you can
be more aggressive for
key queries without
sacrificing traffic
quality

Maximise impression
share for high
converting queries

Example 1.2 - Segment brand + model
- Add an extra campaign for extra granularity

“What if I don’t have
branded products?”
OR “this doesn’t work for me”

Use Your Search Query Data!
#1 How do brand queries perform? ✔️
#2 How do different query lengths perform?
#3 How do individual words affect performance?

#2 – Query Length

Use your search
query data
How does brand perform?
How do query lengths perform?
Individual query performance?

Example 2 - Search query length

Pros / Cons Search Query Length
- Tends to work in most cases, though the extent varies
- Quick to set up, but needs regular / automated management
- The longer it runs, the more efficient it will be
- Scripts recommended

Use Your Search Query Data!
#1 How do brand queries perform? ✔️
#2 How do different query lengths perform? ✔️
#3 How do individual words affect performance?

#3 – Specific Queries

Example 3.1 – Broad queries

Our focus has been on
filtering through ‘broad’
queries so far.
How can we use
[exact match] negatives?

Example 3.2
– Broad queries + high volume exact

[Exact] queries in Shopping
- We’ve filtered through queries into different campaigns
for separate management.
- How do we gain more control?

Example 3.3
– Target multiple [exact] terms

No hard & fast rules.
Get creative!

Example 3.4
– Colours

Example 3.5
– Sizes

Example 3.6
– Plural!

Brand
Model
Product Type
Location
Colour
Size
Measurement
Pluralisation
Celebrities
Patterns
“Near Me”
“Best”
“Compare”
First Names
Use Scenario
The possibilities are endless!

“…Are you finished?”

Meet the
younger sibling:
Search Query Mapping

Search Query
Filtering
Search Query
Mapping
Filtering search queries
into separate campaigns,
using a combination of
Campaign Priority and
Negative Keywords
Forcing specific products
to show for specific search
queries,
by filtering target queries,
and excluding unwanted
products.

Search query mapping
Is DANGEROUS

9/10, have faith in

BUT, sometimes
products are served
equally by Google,
despite conversion
rates being wildly
different

Without analysing
search queries &
product ID
at the same time,
search query
performance
can be hidden

eg. Product IDs with a good ROI,
can perform poorly for specific
search queries

^ could equal =
An example

Is Search Query Mapping For You?
1. Get your data:
PRODUCT ID / SEARCH QUERY report
2. Filter high volume queries
3. Analyse conversion rates and ROI

“How do we
get this data?”

Impression./HeroConf
Sneaky tip!
In Shopping SQR,
the “Keyword” column
contains “product
grouping / product ID”
when exported

“How do we
use this data?”

Is there a
significant difference in
performance of a query,
based on the product
clicked?
YES
NO
Relax,
There’s no need to make
any drastic changes.
High # Clicks,
Low Sales / No ROI
= Implement Search Query
Filtering
+Remove Offending Product From
This Query Focused Ad Group
Only
High # Clicks,
Below Acceptable ROI
= Implement Search Query
Filtering
+ Adjust bids based on
performance for specific query
OR

This data is also an
invaluable source of info.
Use it to optimise:
- on-site content
- related products

Interesting examples where
Mapping has worked well
- 2 products running for the same exact search query, - one
that converts!
- One product converts better for plural searches than another
- Wrong colour products converting well!

The case for
Search-query focused
Shopping Campaigns

All of the same
principles apply
product
level
bidding
ROI
scripts
feed
optimisation
audience
targeting
promotions RLSA

Taking back control

Brings focus
back to intent

impression.tips/HeroConf
Brand,
Model,
Product Type
Location,
Colour, Size,
Pluralisation
Celebrities
Patterns
“Near Me”
“Best”
“Compare”
First Names
Use Scenario
Filtering Mapping +RLSA?
Review product
performance on a
per-search query
basis.
React to differing
performance,
either in bids,
exclusion of
products, or on-
site optimisation
Force specific queries
into campaigns and ad
groups, based on the
variables that most
greatly affect
performance.
Create separate
campaigns for
RLSA traffic,
and you’ll be
surprised at
differing query
performance
for returning /
new users.

Thank You!
@Digital_Liam

For HeroConf: 4 Search Query Focused Techniques You Must Be Using in Your Shopping Campaigns

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