Christian Scharmüller's SMX presentation about "Advanced Google Shopping: Features, Tools & Hacks", discussing reporting options in the AdWords interface and how to use report insights to optimize Shopping campaigns. Questions? Contact us via info@smarter-ecommerce.com

1. Data Reporting
Advanced Google Shopping: Features, Tools & Hacks

2. Agenda
I. Introduction
II. Google Shopping Challenges
III. Why Reporting?
IV. AdWords Reporting
V. Use Case 1: The ROAS problem
VI. Use Case 2: Negative Keywording

3. About me
Christian Scharmüller
Head of Sales, smec
christian.scharmueller@smarter-ecommerce.com
+43 69917266326
@smec

4. Google Shopping Challenges
Overview
Feed and
Data Quality
Campaign
Structure and
Settings
Bidding
Reporting and
Optimization

5. Reporting is more than showing numbers.
It is a powerful enabler.“
”

6. Reporting and Optimization
Reporting in AdWords can be done in three ways
● On campaign or ad group level
● Via Dimensions tab
● Via the Reports and Dashboards tabs
AdWords Reporting

7. AdWords Reporting
Campaign or Ad Group Reporting
Filter by campaign type
(i.e. Shopping only)
Define metrics, apply filters,
display graph, ...
Download data
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8. Advantages
● Gives a quick overview of the campaign / ad group performance
Disadvantages
● Not more than a quick overview
● Data visibility depends on account structure
AdWords Reporting
Campaign or Ad Group Reporting
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9. AdWords Reporting
Dimensions Tab
Go to ‘Dimensions’ tab
Choose ‘View Shopping - XXX’,
depending on which attribute you
want to look at
Analyze data
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10. Advantages
● Granular performance data, based on defined criteria
○ Brand
○ Category
○ Item level
○ etc
● No dependency on campaign- and ad group structure
● Can be saved to ‘Reports’ and sent according to schedule
Disadvantages
● No charts available, poor visualization
AdWords Reporting
Dimensions Tab
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11. AdWords Reporting
Reports and Dashboards
Go to the reports tab
Create your report
Combine reports with
dashboards for a
better overview
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12. AdWords Reporting
Reports and Dashboards
Dashboard with 4 reports
showing metrics related
to device performance

13. Advantages
● Sustainable way of reporting
● Graphs can be created on multiple levels:
brand, category, custom label, item, etc.
Disadvantages
● No comparison function in the old UI
● The new UI doesn’t support the entire function catalog yet
(e.g. item ID, brand, and some other objects are not selectable)
AdWords Reporting
Reports and Dashboards
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14. Use Case #1
Shopping Campaign Analysis of Top UK Beauty Shop

15. A relatable problem:
“We are not hitting our ROAS goals”
Comprehensive reporting can help you optimize
performance and get your ROAS back on track

16. Use Case — Performance Overview
Device Performance Reporting
● Click Share vs Revenue Share per Device
● Clicks and ROAS

17. Check the click- and revenue share of devices to identify
major traffic- and conversion generators or key ROAS drivers01
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Shows clicks per device in % for the last 30 days
Shows revenue share per device in % for the last 30 days
Use Case — Device Share
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Device Performance Reporting

18. ● In our case, there was a significant performance increase during Christmas (seasonality and promotional effects)
● Afterwards, performance across devices dropped. Currently, desktop and tablet performances are in the range the client aims at.
● The mobile ROAS does not meet targets → Next: analyze mobile performance and optimize based on findings
Use Case — ROAS and Clicks per Device
Device Performance Reporting

19. ● In our case, there was a significant performance increase during Christmas (seasonality and promotional effects)
● Afterwards, performance across devices dropped. Currently, desktop and tablet performances are in the range the client aims at.
● The mobile ROAS does not meet targets → Next: analyze mobile performance and optimize based on findings
Use Case — ROAS and Clicks per Device
Device Performance Reporting

20. Start with Filters (Brand / Product Type)
Detect badly performing segments
across your assortment
Drill down step-by-step to assess the
performance of single segments in
detail
Use different metrics of your merchant
feed — e.g. custom labels, product
types, brands
Use Case — Mobile Brand / Product Type Performance
Device Performance Reporting

21. Use Case — Mobile Item Performance
Set a more granular filter → Take a closer look at the item performance
Identify low-performing products to assess whether bid adjustments would make sense
Example: Item #1183894 accrued many clicks compared to the other items, but has a too low ROAS
Device Performance Reporting

22. Use Case — Mobile Item Performance
A closer look at item #1183894 → Check the following KPI pairings:
Clicks and Conversions
Clicks and ØCPC
● Clicks increased only during a narrow period
● Potential reasons: seasonality, promotions, bid strategy
● Low number of conversions despite many clicks
→ bid decrease would probably make sense
● You can optimize by...
○ adapting modifier settings (if your structure allows for it) — or:
○ adjusting the bid if you work with device campaign splits
Device Performance Reporting

23. Break the product out into a single ad group
Adjust modifiers on ad group level
Keep AdWords limits in mind:
● 20,000 ad groups per campaign
● Exclude the “Everything else” partition
Use Case — Strategy Option 1
Device Performance Reporting

24. Limitations of device modifiers:
● Frequent changes prevent in-depth analysis, because only the current value will be displayed
○ no benchmarking
○ no timestamp
● Not applicable on the item level
● One ad group per item is necessary to manage individual bids for each product
Use Case — Strategy Option 1
Device Performance Reporting

25. Make a campaign split for each relevant device
● split your campaign into three parts:
1 campaign for each device
● apply device modifiers on campaign level
● exclude 2 devices per campaign with -100% bid
● adjust item bids for each item for the given device
Use Case — Strategy Option 2
Device Performance Reporting

26. Challenges
● splitting your campaigns = splitting your click and conversion data
● each campaign will only include performance data from one device
Device Performance Reporting
Use Case — Strategy Option 2

27. Take a top-down look at your reports to detect performance issues:
1) Check general device performance
2) Are there significant ROAS differences?
3) Check badly performing segments (Start with: brands, product types)
4) Drill-down → Check badly performing items
5) Optimize your bids / modifiers based on your analysis
Device Performance Reporting
Use Case — Solving the ROAS problem

28. Use Case #2
Query Sculpting: Austria’s biggest online store

29. A relatable problem:
“Our traffic is low quality”
Create reports to detect potential negative keywords
and use them to reduce costs and increase
the campaign efficiency

30. ● Google Shopping ads do not operate on a keyword basis
● By default, ads show for any query that matches the product
● Negative keywords ensure ads do not show for queries you don’t intend to target
● First step: review your search term report and analyze which queries triggered an impression
● Heads up: too many negative keywords drastically limit brand exposure
Source: Smarter Ecommerce (2017), “Google Shopping Performance Killers”
The framework
Negative Keyword Reporting

31. Use Case — Search Term Report Function
01
02 Add the values you want to look at
03 Detect new negative keywordsSelect the search term segment
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04 Receive regular updates on new negative keywords
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Negative Keyword Reporting

32. Detect generic,
low-performing terms
based on patterns
(brand, generic,
product specific)
Use Case — Search Term Report Function
Negative Keyword Reporting

33. ● Negative keywords help to exclude queries you do not wish to target
● But: negative keywords can also be used to transfer the AdWords concept of keyword matching to Shopping
● Use 3 campaigns: Product Campaign, Brand Campaign, Others Campaign
● Filter queries into the right campaign with negative keywords and campaign priorities
Source: Smarter Ecommerce (2017), “Advanced Google Shopping Campaign Structures – Query Sculpting”
Use Case — Query Sculpting
Negative Keyword Reporting

34. Use Case — Query Sculpting
Negative Keyword Reporting
PRODUCT CLICKS CONVERSIONS VPC CPC
adidas XX 5.0 1,500 19 € 1.26 € 0.58
adidas XX 5.0
€99.90
NinjaStore.com
ROAS Goal: 6.7
Current ROAS: 2
Next Step: Reduce CPC

35. Use Case — Query Sculpting
Negative Keyword Reporting
SEARCH QUERY CLICKS CONV VPC CPC ROAS
adidas XX 5.0 250 12 € 4.80 € 0.40 12
adidas XX running shoes 250 3 € 3.00 € 0.50 6
men’s running shoes 600 1 € 0.16 € 0.70 0.22
sports shoes 300 0 € 0.00 € 0.60 0
buy adidas men’s running shoes 100 3 € 1.20 € 0.50 2.4
product-specific
generic
brand-specific

36. Use Case — Query Sculpting
Negative Keyword Reporting
adidas XX 5.0
Buy adidas men’s
running shoes
men’s running
shoes
adidas XX 5.0
€99.90
NinjaStore.com
CAMPAIGN PRIORITY NEG. KEYWORDS BIDS BUDGET
product low - very high
shared
budget
brand medium
product-related
query
high
generic high
product- or brand
related query
low

37. For a basic set of negative keywords, think about words which are not compatible with your business:
e.g. if you sell luxury items you’d want to avoid targeting queries including ‘cheap’ or ‘discount’
→ With this approach you can easily gather a basic set of negatives to optimize your campaigns
A more advanced technique is taking a look at your search term report:
● Take a look at the overall search-term report in the reporting section
● Analyze data on the campaign or ad group level
Use Case — Solution Summary
Negative Keyword Reporting

38. AdWords Report Setup
Step by Step

39. How to set up AdWords reports and dashboards
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01 02Go to the ‘Reports’ section in AdWords Go to the ‘Dashboards’ tab and click on + DASHBOARD

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Choose the report type you want to create - eg. tables, charts, scorecards, ...
Name your dashboard and add a description
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03 Add reports and arrange them
How to set up AdWords reports and dashboards

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Choose different metrics and filters based on data of your feed and general AdWords KPIs
Select chart / table type 03 04Set time range Add report to dashboard once finished
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How to set up AdWords reports and dashboards

42. Contact Us
Christian Scharmüller
Head of Sales, smec
christian.scharmueller@smarter-ecommerce.com
+43 69917266326
@smec

43. smarter-ecommerce.com