This document discusses optimization strategies for Google Shopping campaigns. It recommends optimizing product feeds for completeness, relevance and compliance. It also recommends structuring campaigns using product categories and groups to better target ads. Bids should be set based on ROAS goals and benchmark data. Regularly analyzing search query data can help identify missing products or opportunities in other campaigns. Tools like the Vallaeys Shopping Efficiency score can help assess structure and bidding.

1. Google Confidential and Proprietary 11@SiliconVallaeys @Optmyzr
Frederick Vallaeys | @SiliconVallaeys
CEO | Optmyzr
Google Shopping Ads

2. Google Confidential and Proprietary 22@SiliconVallaeys @Optmyzr
Optmyzr
• Google AdWords Tools for
Advertisers, Consultants, and
Agencies.
• Tools to make it easier to run
profitable advertising
campaigns.

3. Google Confidential and Proprietary 33@SiliconVallaeys @Optmyzr
Froogle
• “running shoes”

4. Google Confidential and Proprietary 44@SiliconVallaeys @Optmyzr
Retailers Increase Reliance on Shopping Ads
• 47% growth in ad spending on PLAs YoY (Q4-14)
• 35% of ad clicks for retailers in Q1-15 came from PLAs
• Rise in competition = Rise in auction CPCs
Sources: http://www.emarketer.com/Article/Retailers-Increase-Reliance-on-PLAs/1012022
http://www.rimmkaufman.com/content/quarterly/Merkle-RKG-Q1-2015-DMR.pdf

5. Google Confidential and Proprietary 55@SiliconVallaeys @Optmyzr
From Product Feed to Shopping Ad
Feed Optimization AdWords Optimization

6. Google Confidential and Proprietary 66@SiliconVallaeys @Optmyzr
Feed Optimization
Compliance
Completeness
Relevance

7. Google Confidential and Proprietary 77@SiliconVallaeys @Optmyzr
Feed Compliance
• Don’t include
restricted products
• Don’t overlay text on
images
• Keep inventory and
prices updated

8. Google Confidential and Proprietary 88@SiliconVallaeys @Optmyzr
Feed Relevance: SEO for Feeds
• Title
– Target 70 characters
– Front load the most important words
• Description
– Normalize colors and
other attributes
• Images
– High Quality
• Product ID and Categorization
– Helps Google know what your product is, and what queries it might map to
– Google uses your internal product ID to save history (and Quality Score)

9. Google Confidential and Proprietary 99@SiliconVallaeys @Optmyzr
Feed Optimization: Make Your Ads Stand Out
1. Include a special offer with a
Promotions Feed
2. Pick an image that stands out

10. Google Confidential and Proprietary 1010@SiliconVallaeys @Optmyzr
AdWords Optimization
Structure
Bids
Queries

11. Google Confidential and Proprietary 1111@SiliconVallaeys @Optmyzr
First Forget What You Know About AdWords
• There are NO keywords!
• In a Shopping campaign, you are automatically eligible to show ads
for every product you sell, simply by making a campaign

12. Google Confidential and Proprietary 1212@SiliconVallaeys @Optmyzr
Add Structure With Product Groups
• Use Product Groups to create
groupings to exclude or set
different bids for
• Segment your inventory by criteria
from the feed:
– Product category (5 levels)
– Product type (5 levels)
– Brand
– Condition
– Item ID
– Custom labels (5)
All Products
Appliances
Microwaves
Best
sellers

13. Google Confidential and Proprietary 1313@SiliconVallaeys @Optmyzr
Account Structure Still Matters
Campaigns
• Budgets
• Geo bid modifiers
• Dayparting bid adjustments
Ad Groups
• Device bid adjustments
• Negative keywords

14. Google Confidential and Proprietary 1414@SiliconVallaeys @Optmyzr
The Right Account Architecture
• Mimic the categorization used on your site
• Don’t put a product into more than one
group for campaigns with the same priority
You can restructure and all
your stats will be preserved

15. Google Confidential and Proprietary 1515@SiliconVallaeys @Optmyzr
Avoid Duplicate Product Targets
Campaign: Style
AG: Long Sleeve
KW: long sleeve tshirts
KW: long sleeve shirts
Campaign:
Colors
AG: Red T-Shirts
KW: red tshirts
KW: red shirts
Different keywords,
same landing page
Search Campaign
Campaign:
Colors
PG: Red PG: White
Campaign:
Style
PG: Long
Sleeve
PG: Short
Sleeve
Different product
groups, same product
Shopping Campaign

16. Google Confidential and Proprietary 1616@SiliconVallaeys @Optmyzr
Does It Matter How I Structure Product Groups
Brand  Category
Category  Brand
It makes no difference in what
order you divide the product
groups if you use the same
divisions

17. Google Confidential and Proprietary 1717@SiliconVallaeys @Optmyzr
Campaign Priorities
• The tie breaker for ad serving
priority inside a campaign is
CPC
• With campaign priorities, you
can specify which campaigns
are more important
$0.50 • High
$1.00 • Medium
$0.05 • Low
$1.00 • Medium
$0.50 • Medium
$0.05 • Medium

18. Google Confidential and Proprietary 1818@SiliconVallaeys @Optmyzr
Use Campaign Priorities to Prioritize Best Sellers
• Create custom labels for best sellers or clearance items
• Check if your best products show for generic queries

19. Google Confidential and Proprietary 1919@SiliconVallaeys @Optmyzr
Beware of ‘Everything Else’
• Use a low priority campaign with low bids for
‘everything else’
• If you get a lot of traffic on ‘everything else’, find
out why and add that new product line to a
product group
• If you forget to disable everything else, all your
carefully planned structure can go unused

20. Google Confidential and Proprietary 2020@SiliconVallaeys @Optmyzr
“Everything Else”
• In this example, about 30% of clicks go to ‘everything else’
• This is like bidding high on generic broad match keywords

21. Google Confidential and Proprietary 2121@SiliconVallaeys @Optmyzr
AdWords Optimization Using Benchmark Data
• Optimize feed to make your ads
stand out
Below Benchmark
CTR
• Raise bidsBelow Benchmark
CPC

22. Google Confidential and Proprietary 2222@SiliconVallaeys @Optmyzr
AdWords Optimization With Search Queries
• Add negative keyword
• Remove from feed
Low CTR
• Add as regular keywords in search
campaigns.
High CTR
and High
ROAS
• Optimize your best products in the
feed
Expected
Query
Missing

23. Google Confidential and Proprietary 2323@SiliconVallaeys @Optmyzr
AdWords Optimization: Bid Management
• Bid to an ROAS goal
– Group items with too few conversions
to make bid decisions
– Split groups with enough conversion
data further
• Bid more if you are losing IS and are
below the benchmark CPC
• Use a tool: Editor or Optmyzr

24. Google Confidential and Proprietary 2424@SiliconVallaeys @Optmyzr
Vallaeys Shopping Efficiency (VSE) Score
• I wanted a Lin/Rodnitzky ratio for Shopping Ads
LR script: tptr.co/lrratio
VSE AdWords Script:
tptr.co/vse-score
VSE Structure Score: Are most
impressions coming from defined
product groups
VSE Bid Ratio: Whether you’re
paying too much or too little for
‘everything else’
Optimization suggestions for
groups to split or recombine

25. Google Confidential and Proprietary 2525@SiliconVallaeys @Optmyzr
Pitfalls
• Rumored that Google only uses the first 10,000 products per
campaign
• Ad Group bids don’t do anything
• Product Group level bids get overwritten when you change higher
level bids
• Promotion text is hardly ever shown

26. Google Confidential and Proprietary 2626@SiliconVallaeys @Optmyzr
Thank You
• Try Optmyzr:
– Free trial: www.Optmyzr.com
frederick@optmyzr.com
@SiliconVallaeys