the holidays are coming (again!): 4 ecommerce ppc tricks to master for success

The Holidays Are Coming(Again)!

4 Ecommerce PPC Tricks toMaster for Success

KIRK WILLIAMS

@Kissmetrics

#KissWebinar

@ allisoncarpio

Allison is the Product Marketing & Content Manager atKissmetrics. She’s a conversion copywriter, creating high

converting websites and email campaigns. She’sobsessed with finding and testing messaging and copy

that sells.

ALLISON CARPIOProduct Marketing Content Manager,

Kissmetrics

@allisoncarpio

Kirk is with ZATO, his boutique PPC Marketing agencyand has been working in Paid Search since 2010. He has

published articles on Search Engine Land, Moz, PPCHero, and the Bing Ads blog and has spoken on PPC at

SMX, Hero Conference, and State of Search.

KIRK WILLIAMSOwner and Minion, Zato

@ppckirk

#KissWebinar

@PPCKirk

1 Introduction

Shopping Ads SetupRLSA for Shopping

RLSA for DSA (RDSA)Easy Countdown Customizer Setup

2 4 Things to Master in Ecommerce PPC

3 Q & A

TABLE OF CONTENTS

Shoppings Ads

IT’S THE SETUP, STUPID

One Major Problem in Shopping.

SHOPPING ADS: GET SET UP FOR SUCCESS

SEARCH Bidding =

One Major Problem in Shopping.


SEARCH Bidding =

SHOPPING Bidding =

Why it is significant:


MAX

$1.50CPC =

[sword]



MAX

$1.50CPC =

[sword]

[lightsaber]



MAX

$1.50CPC =

[sword]

[lightsaber]

[buy customlightsaber fromultrasaber.com]

TWEET OF THE DAY

The reason bidding by product is sucha major weakness in Shopping, isbecause products do not reveal

personal intent like queries.

@NEILPATEL

@Kissmetrics @PPCKirk #KissWebinar #PPCChat


“dash it all, Holmes,how does one bid for

queries inShopping?!”

“Quite the conundrum,dear Watson.”


Martin Roettgerding@bloomartyhttp://www.ppc-epiphany.com/2014/12/08/taking-google-shopping-to-the-next-level/


(me!)@PPCKirk

http://searchengineland.com/step-step-guide-query-

level-bidding-google-shopping-228309


CampaignPriority

NegativeKeywords

SharedBudget

ProductBids

4 Essential Aspects


Shopping – Shoes – NB – US

Brand & SKU filter through



Shopping – Shoes – BR – US


SKU filter through



Shopping – Shoes – BR – US

Shopping – Shoes – SKU – US


SKU filter through

TWEET OF THE DAY

The key to implementing the Query-Filtering strategy in your account is tonot bite off more than you can chew.

Transition intelligently.

@NEILPATEL



IdealProduct

Grouping (notbest, not worst)

IdentifyTransition Intelligently & Slowly


IdealProduct


New ProductGrouping

Campaigns

Identify BuildTransition Intelligently & Slowly


IdealProduct


New ProductGrouping

Campaigns

Product Groupsin LegacyCampaign

Identify Build PauseTransition Intelligently & Slowly

RLSA for Shopping

DREAMS DO COME TRUE

RLSA FOR SHOPPING

How could the offspring of remarketing and shopping not bewonderfully life-changing for ecommerce PPC?

RLSA FOR SHOPPING

Don’t listen to Google.Separate out RLSA from Regular Search!

RLSA FOR SHOPPING

RLSA FOR SHOPPING

4 Reasons to Separate Out RLSA fromRegular Shopping Campaigns.

4 Reasons to Separate out RLSA from Regular Shopping

1 Random bid modifiers = monsters

RLSA FOR SHOPPING


vs

Shopping Client

353% Increase in ROAS588% Increase in CVR


2 Return customers ≠ new customers

RLSA FOR SHOPPING




3 Budget control, FTW

RLSA FOR SHOPPING




3 Budget control, FTW

4 I already bought that… why do I wantanother?

RLSA FOR SHOPPING

How should you construct your RLSA Shopping Campaigns?

RLSA FOR SHOPPING

Build YourRemarketing Lists

RLSA FOR SHOPPING


TWEET OF THE DAY

RLSA for Shopping isn’t the same asSearch bc of products. Use broaderlists and let Google narrow down the

targeting auto-magically.

@NEILPATEL


RLSA FOR SHOPPING


RLSA FOR SHOPPING


Pro Tip:Try experimenting

with differentMicro-ConversionGoals as Lists.

RLSA FOR SHOPPING


- Copy Current Shopping

Campaign

- Paste & Rename

- Add Remarketing Lists toAd Groups in Bulk

- Set Appropriate Bid

Modifiers

- MAGIC

RLSA FOR SHOPPING

Copy RLSA lists, select “Make multiple changes”,paste into the new window and select your ad groups.

RLSA FOR SHOPPING

ALL

Utilize 1 main“master” campaign

RLSA FOR SHOPPING

ALL

TOP


Pull TopBrands/Categories intoindividual Campaigns

RLSA FOR SHOPPING

ALL

TOP


Pull TopBrands/Categories intoindividual Campaigns

Use Optmyzr to Auto-magically create a new

Ad Group for everyProduct in those TopBrands/Categories

RLSA FOR SHOPPING

Watch Out For Trolls!

Be aware of “Bid only”

RLSA FOR SHOPPING

Watch Out For Trolls!

Be aware of “Bid only” Be aware that you cannotexclude audiences yet inShopping Campaigns.

RLSA FOR SHOPPING

Spotted: The Rare & Priceless Night Fury!

Customer Match for Shoppingnow in Beta!

Sign up here:http://bit.ly/shopping-match-beta

RLSA for DSA

A.K.A., RDSA

RLSA FOR DSA

The savvy PPCer’s response to DSA:

RLSA FOR DSA

Left unchecked… DSA accuracy is, well...

RLSA FOR DSA

My confession: I don’t hate DSA anymore. SHHHHHHHH.

http://searchengineland.com/adwords-dynamic-search-ads-work-better-think-194435

RLSA FOR DSA

Lead = Bad

RLSA FOR DSA

Assist = Good

TWEET OF THE DAY

If using DSA as your primary Searchstrategy (lead), you’re doing it wrong.But if for the purpose of finding new

traffic (assist)? Hooray!

@NEILPATEL


RLSA FOR DSA

Think of DSA likeShopping, the robots

have control.

RLSA FOR DSA

Try the same broad RLSA list tricks aswith your Shopping Ads.

RLSA FOR DSA

Read Matt Umbro’s article onRDSA (his discovery, btw) https://www.semrush.com/blog/rdsa-a-powerful-new-google-adwords-campaign/

@Matt_Umbro#ppcchat

The 15 MinuteCountdown

Customizer Setup

TAKE 15 MINUTES TO ADD ACCOUNT-WIDE SALES ADS

THE 15 MINUTE COUNTDOWN CUSTOMIZER SETUP

Turn this… …into this!


Industry reported benefit to utilizingcustomizer ads.

http://searchengineland.com/gauging-impact-adwords-countdown-customizer-222419

TWEET OF THE DAY

In a test done by @Matt_Umbro,Countdown Customizer ads increasedCTR by 40%, decreased CPA by 41%,

and increased CVR by a whopping80%!

@NEILPATEL



Ready for ourwhirlwind

setup?


Set up template Customizer ad in UI


Create a new Label for that Ad


Create a new Label for that Ad

…then label all live text ads.


Open uphandy, dandy

editor


Export Pre-Sale labeled ads to CSV


Add your Customizer Code to all live Pre-Sale Ads & remove duplicates


Make static ads in CSV, then post changes.


but… now what?


Rules Round 1


Rules Round 2


Customizer Ad Magic, in 15 minutes!

1 Introduction

Shopping Ads SetupRLSA for Shopping

RLSA for DSA (RDSA)Easy Countdown Customizer Setup

2 4 Things to Master in Ecommerce PPC

3 Q & A

TABLE OF CONTENTS

KIRK WILLIAMSOwner and Minion,

Zato

@ppckirk

[email protected]

ALLISON CARPIOProduct Marketing Content Manager,

Kissmetrics

@allisoncarpio

[email protected]

Questions?

the holidays are coming (again!): 4 ecommerce ppc tricks to master for success

Business