reverse engineering google adwords/shopping strategies for 2018

Copyright 2017 - Q4 Amazon Virtual Summit

SMALL TEXT

STACK TEXT ROW 1STACK TEXT ROW 2

Reverse Engineering Four Google AdWords/Shopping Strategies

● Session Recording + Slides Will Be Sent Out

● Submit Questions to Our Panelists

Today’s Logistics

Overview

Founded in 2007

Google Premier Partner

400+ Active Retail Clients

Top 50 Fastest Growing Company San Diego

D E L I V E R I N G L A S T I N G

R E S U L T S F O R O U R C L I E N T S

Solutions

Retail-focused PPC & Shopping

Amazon Sales Acceleration

Facebook Performance Marketing

Creative Services

About CPC Strategy

Solutions

Lewis BrannonSr. Retail Search Manager

Today’s Speaker

● Test 1 - Enhanced CPC

● Test 2 - Target CPA

● Test 3 - Target ROAS

● Test 4 - Target Audiences for Search

● Live Q&A

Today’s Agenda

BONUS:Live Amazon SERP

Walk-Through

BONUS:Live Amazon SERP

Walk-Through


SMALL TEXT


Test 1 -Enhanced CPC

● Enhanced CPC: Algorithmic-based bidding strategy that allows Google to raise or

lower your manual bids based on likelihood of conversion.

Test 1 - Enhanced CPC (eCPC)

SPECS

● Available for Search & Shopping● eCPC bid adjustment is done after your other bid modifiers have been applied● Tries to keep CPCs at or below max CPC, but can be higher● Uses data sampling model rather than full traffic● Uses a wide range of auction-time signals such as demographics, browser, geo, time● Tailors bids to unique context, but not to full extent of other Smart Bidding strategies● Target CPA and Target ROAS are said to be more complex

https://support.google.com/adwords/answer/6268632

https://support.google.com/adwords/answer/6268637


eCPC - Results for Search

Results OvervieweCPC for Text Ads

● Clicks significantly up

● Cost and CPCs up

● Minimal impact on CVR

● Boosted Volume but efficiency was

down


eCPC - Results for Shopping

Results OvervieweCPC for Shopping / PLA


● Nice conversion boost

● Cost and CPC increase

● Lower AOV orders

● Less Efficient Return, but less

drastic than Search

Enhanced CPC - Potential Use Cases

Growth oriented, flexible budget & ROAS goals

Seasonal, high traffic time periods

eCPC - How to implement


SMALL TEXT


Test 2 -Target CPA

● Target Cost-Per-Acquisition (CPA): Smart Bidding strategy that adjusts

bids to get as many conversions as possible given your target CPA.

Test 2 - Target CPA

SPECS

● Available for Search & Smart Display* (not Shopping)● Set ad the ad group level (overrides campaign setting)● Uses historical information + present contextual information● Finds optimal CPC for each auction to hit your CPA target● Uses real-time signals like device, browser, location, time of day, remarketing lists & more● Google recommends removing mobile bid adjustment for best results


Target CPA - Results

Results OverviewTarget CPA for Text Ads


● CPC, CPA, and Cost all up

● Slight Boost in Conversion Volume

● Less Efficient Return

Target CPA - Potential Use Cases

Want to scale volume as efficiently as possible

Prefer to manage bids at ad group level vs keyword

Advertisers with limited resources and clear CPA targets

Target CPA - How to implement

● Portfolio strategy or campaign-level

● Adjust ad ad group level● Careful with mobile bid


SMALL TEXT


Test 3 -Target ROAS

● Target Return on Ad Spend (ROAS): smart bidding strategy that attempts to

get as much conversion value as possible at the target return on ad spend

(ROAS) you set.

Test 3 - Target ROAS

SPECS

● Available for Search & Shopping● Predicts future conversions and revenue based on historical values● Must have at least 15 conversions in past 30 days (50 recommended for best results)● Must have revenue tracking● Applied at campaign or ad group level


Target ROAS - Results

Results OverviewTarget ROAS for Text Ads

● Cost Savings

● Hit goal of 7:1 ROAS

● Sacrificed Volume

● More Efficient Return

Target ROAS - Potential Use Cases

Need quick ROAS turnaround

Inefficient Dynamic Search Ads (DSA)

Non-Brand (Generic) Search campaigns

Target ROAS - How to implement

Target CPA vs. ROAS vs eCPCBid Application Levels Comparison

● As of November, no longer can you mix bid strategies in a campaign

● Can still have different ad-group level targets - but all ad groups within a campaign must have same bid strategy


SMALL TEXT


Test 4 -Targeting Audiences for Search

● Targets your ads to only specified audience criteria

● Audiences can be remarketing lists, video viewers, customer e-mails, or

similar-to lists

● Uses “Target & Bid” rather than “Bid Only”

Test 4 - Target & Bid RLSA for Search

● RLSA = “remarketing lists for search ads”● In new UI, “Target & Bid” = “Targeting” (limits reach to just that criteria)● In new UI, “Bid Only” = “Observation” (allows reporting, but doesn’t limit reach)


Target Audiences - Results

Results OverviewTarget Audiences for Text Ads

● Huge Cost Savings

● Much Improved Conv. Rate

● Doubled ROAS

● Sacriced Volume for Efficiency

Target Audiences - Potential Use Cases

Non Brand (Generic) keywords with poor ROAS

Dynamic Search (DSA)

Re-Engage Past Purchasers

Reach New Audiences Similar to Your Customers

Target Audiences - How to implement

SMALL TEXT


Schedule YourRetail Search Evaluation

CPC Strategy’s Retail Search Evaluation is an extensive

60-minute analysis and assessment of a retailer's existing

Google Shopping campaign architecture, targeting settings,

product feed, product pages, and profitability metrics.

What Now?

SCHEDULE MY EVALUATION

Lewis BrannonSr. Retail Search Manager

Questions for Today’s Speaker?