Google ad words 302 - extending search campaigns with feeds, dynamic remarketing and shopping
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Google Adwords 302 is an in-depth, hands-on training day that shows you how to extend your AdWords campaigns into dynamic remarketing using dynamic ads driven by page tagging and feeds. You will learn about feed specifications for flights, hotels & rentals, local deals, property, retail, travel and how to build custom formats and then on to retail shopping campaigns using product listing ads and the Google merchant center.
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Google ad words 302 - extending search campaigns with feeds, dynamic remarketing and shopping
- 1. 1 #GoogleAdWords302 @ivantage with @matt_trimmer Matt Trimmer Principal Consultant & Managing Director These Slides: http://www.slideshare.net/ivantage Google AdWords 302 - Extending search campaigns with feeds, dynamic remarketing and shopping © ivantage Limited slideshare.net/ivantage
- 2. #GoogleAdWords302 @ivantage with @matt_trimmer 2 Google AdWords curriculum • Google AdWords 101 - Building, optimising and managing search campaigns • Google AdWords 201 - Optimising search campaigns through analysis, structure and control • Google AdWords 301 - Extending search campaigns with display advertising and remarketing • Google AdWords 302 - Extending search campaigns with feeds, dynamic remarketing and shopping © ivantage Limited slideshare.net/ivantage
- 3. #GoogleAdWords302 @ivantage with @matt_trimmer 3 slideshare.net/ivantage © ivantage Limited slideshare.net/ivantage
- 4. #GoogleAdWords302 @ivantage with @matt_trimmer 4 Timings and housekeeping • Start 9:30 • Break 11:00-11:15 • Lunch 12:45-13:45 • Break 15:15-15:30 • Wrap-up 17:00 • Nearest fire exit • Toilets © ivantage Limited slideshare.net/ivantage
- 5. #GoogleAdWords302 @ivantage with @matt_trimmer 5 Session 1 – Planning, targeting and optimising dynamic remarking campaigns • Introductions, your objectives and building your action plan • The business case for remarketing • Understanding dynamic remarketing • Creating AdWords dynamic remarketing tags with AdWords • Exploring and selecting business feed types: flights, hotels and rentals, local deals, property, retail, travel or custom format • Exploring and understanding custom campaign parameters for business types • Exploring and understanding code customisations to populate dynamic parameters • Exploring, understanding and using Google Tag Manager to populate dynamic parameters • Creating a display network campaign for dynamic remarketing • Exploring and understanding display campaign settings • Targeting ads with location targeting • Targeting ads with location options • Targeting ads with ad scheduling • Targeting ads to devices, networks and operating systems • Selecting initial bid strategy • Selecting initial budget • Selecting preferred delivery method • Selecting dynamic ad settings © ivantage Limited slideshare.net/ivantage
- 6. #GoogleAdWords302 @ivantage with @matt_trimmer 6 Session 2 – Creating dynamic ads, bidding, bid adjustments and analysing performance • Creating dynamic display text ads • Creating dynamic display image ads • Creating dynamic responsive ads • Exploring, understanding and setting manual bidding strategies for dynamic remarketing • Exploring, understanding and setting automated (RTB - Real Time Bidding) bidding strategies for dynamic remarketing • Exploring, understanding and making dynamic remarketing bid adjustments for time, location and device • Introducing and understanding similar remarking audiences • Introducing and understanding conservative or aggressive (display campaign optimiser) targeting • Exploring, understanding and analysing remarketing metrics © ivantage Limited slideshare.net/ivantage
- 7. #GoogleAdWords302 @ivantage with @matt_trimmer 7 Session 3 – Product listing ads, merchant centre and feed optimisation • Introducing and exploring Google Shopping • Introducing and exploring product listing ads • Introducing and exploring the merchant centre • Creating a merchant centre account • Linking AdWords to the merchant centre • Exploring and understanding feed attributes and specification • Building and uploading a feed • Troubleshooting the feed • Optimising and enhancing the feed • Titles, Images, Variants and Colours • Differentiating the feed with merchant promotions • Understanding and creating custom labels © ivantage Limited slideshare.net/ivantage
- 8. #GoogleAdWords302 @ivantage with @matt_trimmer 8 Session 4 – Planning, targeting and optimising shopping campaigns • Creating a shopping campaign • Linking your Adwords account to merchant center • Exploring and understanding display campaign settings • Targeting your ads with location targeting • Targeting your ads with location options • Targeting your ads with ad scheduling • Targeting your ads to devices, networks and operating systems • Selecting your initial bid strategy • Selecting your initial budget • Selecting your preferred delivery method • Understanding and using campaign priority • Understanding and using negative keywords in shopping campaigns • Exploring, understanding and making bid adjustments for shopping • Exploring, understanding and analysing shopping campaign metrics • Exploring, understanding, analysing and using shopping impression share metrics • Exploring, understanding and setting automated bidding strategies for shopping • Exploring, understanding and making shopping bid adjustments for time, location and device • Optimising shopping with multiple campaigns for core products, high priority products and seasonal promotions • Wrap up, conclusions, your action plan and feedback © ivantage Limited slideshare.net/ivantage
- 9. #GoogleAdWords302 @ivantage with @matt_trimmer 9 Keeping up to date • Official blog • https://adwords.googleblog.com/ • Google+ • https://plus.google.com/+GoogleAds • Twitter • https://twitter.com/adwords © ivantage Limited slideshare.net/ivantage
- 10. #GoogleAdWords302 @ivantage with @matt_trimmer 10 Introductions • First • Me (Matt Trimmer) & ivantage overview • In a moment • A little bit about you • Your name • Your role • Your organisation/department/site/site area • Your objectives for attending today • Experience with AdWords © ivantage Limited slideshare.net/ivantage
- 11. #GoogleAdWords302 @ivantage with @matt_trimmer 11 Me • Founder, Principal Consultant and Managing Director of ivantage • Love the Internet, 23 years IT, technical experience, 14 years Internet • One of 15 Google Accredited Seminar Leaders Globally © ivantage Limited slideshare.net/ivantage
- 12. #GoogleAdWords302 @ivantage with @matt_trimmer 12 You • A little bit about you • Your name • Your role • Your organisation/department/site/site area • Your objectives for attending today • Experience with AdWords © ivantage Limited slideshare.net/ivantage
- 13. #GoogleAdWords302 @ivantage with @matt_trimmer The business case for remarking • Look at your Google Analytics audience behaviour report • New vs. Returning • Conversion rate, AoV and revenue 13© ivantage Limited slideshare.net/ivantage
- 14. #GoogleAdWords302 @ivantage with @matt_trimmer Understanding dynamic remarking • Four components • Code • AdWords • Google Tag Manager with Google Analytics • Feed • 9 different schemas depending on business type • Ads • Text • Image • Responsive • Targeting • Remarking lists • Similar to remarking lists 14© ivantage Limited slideshare.net/ivantage
- 15. #GoogleAdWords302 @ivantage with @matt_trimmer Code and feed • Code on your site • Can be AdWords Code or • Can be Google Tag Manager • Setting Google Analytics custom dimensions • Dynamic attributes • Signals to AdWords what product IDs have been looked at • Feed • Merchant Center feed if you are a retailer or • Another default schema or custom feed • Feed is used to build adverts 15© ivantage Limited slideshare.net/ivantage
- 16. #GoogleAdWords302 @ivantage with @matt_trimmer The AdWords code • Should be deployed on all pages where products are displayed • 9 specifications (to match the feed types) • Each specification has required fields • Each specification has optional fields • Example code and fields • https://goo.gl/2OGuQl 16© ivantage Limited slideshare.net/ivantage
- 17. #GoogleAdWords302 @ivantage with @matt_trimmer The Google Tag Manager process • Set-up dynamic attributes in Google Analytics • According to feed specification • Populate dynamic attributes with anything suitable that Google Analytics already records or • Push your required/optional field data to the data layer • Use data layer variables • Use Google Analytics custom dimensions to receive the data from the data layer variables • Map the custom dimensions to your dynamic attributes 17© ivantage Limited slideshare.net/ivantage
- 18. #GoogleAdWords302 @ivantage with @matt_trimmer Data layer push example • Education <onload="dataLayer.push({ 'edu_pid': 'GADS101', 'edu_pagetype': 'lead', });”> 18© ivantage Limited slideshare.net/ivantage
- 19. #GoogleAdWords302 @ivantage with @matt_trimmer Feed • Feed matches some code attributes • 8 Feed specifications • https://goo.gl/PDw3uY • Google spreadsheets is a good option • Easy to manipulate and schedule 19© ivantage Limited slideshare.net/ivantage
- 20. #GoogleAdWords302 @ivantage with @matt_trimmer Break time 20© ivantage Limited slideshare.net/ivantage
- 21. #GoogleAdWords302 @ivantage with @matt_trimmer Creating dynamic ads • Image ads • Created from feed • Populated dynamically 21© ivantage Limited slideshare.net/ivantage
- 22. #GoogleAdWords302 @ivantage with @matt_trimmer Campaign settings • Ad rotation • Rotate or optimise? • Manual or automatic • Frequency capping • Prevents users being overwhelmed • Bid strategy • Bid adjustments for location, time and device • Budget 22© ivantage Limited slideshare.net/ivantage
- 23. #GoogleAdWords302 @ivantage with @matt_trimmer Bid strategy & bid adjustments • Manual • Manual CPC • Automated • Target ROAS • Maximise Clicks • Target and Bid • Bid only • Bid adjust for your remarking audience 23© ivantage Limited slideshare.net/ivantage
- 24. #GoogleAdWords302 @ivantage with @matt_trimmer Lunch time 24© ivantage Limited slideshare.net/ivantage
- 25. #GoogleAdWords302 @ivantage with @matt_trimmer Google Merchant Center • Powers Google shopping • Guidelines • https://goo.gl/H3D2jW • Feed specification • https://goo.gl/0PHJdY • Feed template • https://goo.gl/jA1P6b • Unsupported content • https://goo.gl/39HjHm 25© ivantage Limited slideshare.net/ivantage
- 26. #GoogleAdWords302 @ivantage with @matt_trimmer Feed pointers • Designed for products that carry a global identifier • Global Trade Identifier Number (GTIN) • Manufacturer Product Number (MPN) • No GTIN or MPN? • Use identifier_exists = no • Feed something already? • Use feed rules and attributes to transform feed to Google format • Use Google Spreadsheets for each of use and manipulation 26© ivantage Limited slideshare.net/ivantage
- 27. #GoogleAdWords302 @ivantage with @matt_trimmer Other feed centres • Manufacturer? • Google Manufacturer Center in beta in the US • Controls how you and your retailers display ads • Affiliate? • Google Affiliate Advertising Beta 27© ivantage Limited slideshare.net/ivantage
- 28. #GoogleAdWords302 @ivantage with @matt_trimmer Merchant set-up and feed testing • Set-up • Shop name • Verification • Customer service detail • Feed • Test your feed first • Solve problems • Upload via Google sheets to schedule • Set-up shipping services • Shipping column or use Merchant Centre interface • Shipping_label • Location groups • US and AU only • No Shipping? - use UK::Standard:00.00 GBP 28© ivantage Limited slideshare.net/ivantage
- 29. #GoogleAdWords302 @ivantage with @matt_trimmer Merchant center settings • Tax setup • US only • Currency conversion • Assortment report • Automatic item update • Updates feed with metadata from your site • Price and/or Availability • Microdata • HTML markup of data on your site • Build feed from markup • https://goo.gl/s94rSA 29© ivantage Limited slideshare.net/ivantage
- 30. #GoogleAdWords302 @ivantage with @matt_trimmer Merchant centre feed powers • Shopping Ads • For e-commerce websites • Dynamic Remarking • Customer reviews • Local inventory ads • Local • Merchant promotions • Product ratings 30© ivantage Limited slideshare.net/ivantage
- 31. #GoogleAdWords302 @ivantage with @matt_trimmer Break time 31© ivantage Limited slideshare.net/ivantage
- 32. #GoogleAdWords302 @ivantage with @matt_trimmer Shopping ads • Build an AdWords campaign • Country of sale • Campaign priority • Low (Default) • Medium • High • Inventory filter • Filters on your feed or added attributes (via MC) 32© ivantage Limited slideshare.net/ivantage
- 33. #GoogleAdWords302 @ivantage with @matt_trimmer Product groups • Shopping campaign • One ad group • Create product groups • Groups can be based on • Item ID • Brand • Category • Product type • Custom labels • Condition • Channel • Channel exclusivity 33© ivantage Limited slideshare.net/ivantage
- 34. #GoogleAdWords302 @ivantage with @matt_trimmer Shopping optimisation • Get a feed in Google Spreadsheets • Modify/optimise • Number of studies conclude • Optimisation of title is key • Multiple campaigns, with negatives, different bids 34© ivantage Limited slideshare.net/ivantage
- 35. #GoogleAdWords302 @ivantage with @matt_trimmer Title optimisation • Use search terms report & product performance report • Even the keyword planner • Change title to represent these search terms • Don’t spam - optimise what makes sense • Normal: Ted Baker Men’s Guri 8 Brogues • New: Men’s Tan Brogues - Ted Baker Men’s Guri 8 Brogues 35© ivantage Limited slideshare.net/ivantage
- 36. #GoogleAdWords302 @ivantage with @matt_trimmer Campaign and adgroup prioritisation • Campaigns • The highest priority campaign will bid • If the higher priority campaign runs out of budget, the lower priority campaign bids • When multiple campaigns have the same priority, the highest bid is used • Adgroup • Multiple products in ad groups • Highest bid is served 36© ivantage Limited slideshare.net/ivantage
- 37. #GoogleAdWords302 @ivantage with @matt_trimmer Shopping campaigns • Lack keyword bidding • No opportunity to express a preference as with • Broad match modifier • Phrase • Exact • Do have negatives • Product groups • All • Created from your feed attribute • Adgroups • Search term report analysis is key 37© ivantage Limited slideshare.net/ivantage
- 38. #GoogleAdWords302 @ivantage with @matt_trimmer Campaign optimisation • Shared budget • For generic (broad/non-branded) queries • Make it a high priority campaign • Low CPC bids • Add all your valuable (high-intent/SKU/product specific ) and branded queries as negatives • For branded queries • Make a medium priority campaign • Medium CPC bids • Add your valuable (high-intent/SKU/product specific) queries as negatives • For you valuable (high-intent/SKU/product specific ) queries • Make it a low priority shopping campaign • High CPC bids • Add ONLY your poorly performing (high-intent/SKU/product specific) queries as negatives • This happens over time 38© ivantage Limited slideshare.net/ivantage
- 39. #GoogleAdWords302 @ivantage with @matt_trimmer Results might be • More traffic from the low priority campaign • Should convert • Entering auctions that you may have not done so in theist • Bid were low • Double your current bid for the low priority campaign 39© ivantage Limited slideshare.net/ivantage
- 40. #GoogleAdWords302 @ivantage with @matt_trimmer Local inventory ads • Try your product “near me” • Try the landing page experience • Part of shopping campaigns • Requires two additional merchant centre feeds • Product feed • Product inventory feed • My Business listing • Local storefront (hosted by Google from feeds) • Embed Google Analytics ID • Or merchant hosted • Detailed process • https://goo.gl/aprkRN 40© ivantage Limited slideshare.net/ivantage
- 41. #GoogleAdWords302 @ivantage with @matt_trimmer Store pickup • Additional attribute in either feed • https://goo.gl/UsJqCL 41© ivantage Limited slideshare.net/ivantage
- 42. #GoogleAdWords302 @ivantage with @matt_trimmer Other merchant centre programmes • Merchant promotions • Product ratings • Customer reviews • Google surveyed reviews 42© ivantage Limited slideshare.net/ivantage
- 43. #GoogleAdWords302 @ivantage with @matt_trimmer Your 302 action plan • Use dynamic remarketing if you fit the schemas • Consider c • Use Google Tag Manager • Optimise shopping feeds • Product titles • Multiple campaigns and priorities 43© ivantage Limited slideshare.net/ivantage
- 44. #GoogleAdWords302 @ivantage with @matt_trimmer The End Feedback please 44© ivantage Limited slideshare.net/ivantage