Joe Martinez crashed the ecommerce panel at SMX Advanced 2018 to talk about YouTube shopping campaigns. Learn how he sets up TrueView campaigns to build awareness on products, pushes more sales, and impacts search lift.

1. #SMX #14C @MilwaukeePPC
Setting Up and Tracking a Full TrueView for Shopping Strategy
PUSH YOUR
PRODUCTS WITH
YOUTUBE

2. #SMX #14C @MilwaukeePPC
HOW I FIRST THOUGHT A
TRUEVIEW FOR SHOPPING
CAMPAIGN WOULD WORK

3. #SMX #14C @MilwaukeePPC
+ =
First I’ll take
my TrueView
campaign
Then I can
probably layer on
product feeds
Profit

4. #SMX #14C @MilwaukeePPC
YEAH…
IT DOESN’T REALLY WORK
THAT WAY

5. #SMX #14C @MilwaukeePPC
We have to
change the
way we
construct our
campaigns

6. #SMX #14C @MilwaukeePPC
- PPC Hero

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LET’S REMEMBER
SOME BASICS

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The new interface
hooray!
So many more
things we have to
click on now.

11. #SMX #14C @MilwaukeePPC
AdWords sets the appropriate expectations.
Recognize the true purpose of this campaign type.

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In-stream ads only!

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No Video Discovery Ads

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No 6-Second Bumper Ads

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Products Are Selected at the Campaign Level

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You can only
select a maximum
of 10 products.
Out of stock
products can be
included but won’t
show until feed is
updated.
Only 6 cards will
show.

17. #SMX #14C @MilwaukeePPC
Your Products Will Appear Alongside the Video Ad…

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…And Stay Up After the Ad Is Skipped or Completed

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LET’S BUILD OUR FIRST
CAMPAIGN

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Hypothetical
Scenario #1
Company wants to
promote
awareness of a
particular digital
keyboard model
Video only
showcases one
product

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We Could Target All Products
But the video is for an exact model of piano…not the best option.

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How About Choosing Exact Products?
That’s more like it! I’ll also add product variants.

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Ad Group #1 – Remarketing to Product Views
*I exclude recent converters, but I’ll leave that up to you*

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Ad Group #2 – Direct Placements
*I added some similar product videos. Again, up to you*

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Ad Group #3 – Broad Categories
*No default piano-only audiences. Had to use a custom affinity*

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NOW WE AUDIENCE
SHAPE

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My Remarketing Audience Is Excluded First
Excluded remarketing
Excluded remarketing

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Then I Exclude Broader Audiences from Placements
Exclude custom affinity (maybe)
*Adjust CPV bids accordingly*

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THAT WAS JUST ONE
PRODUCT
SHOW ME A BIGGER
STRATEGY

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Hypothetical
Scenario #2
Same company
has a generic,
branding video
What can we do
with this one?

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For Videos with a Wider Reach, Use Custom Filters

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Old Interface Set Up of Custom Product Filters

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New Interface = New Custom Product Filter Policy

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Only Option Now Is Merchant Feed Custom Columns

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BESIDES
CATEGORIZATION,
IMPLEMENT LABELS THAT
ACTUALLY HELP THE
BUSINESS

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Please Use All 5 Custom Columns!

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Structuring the Campaigns for Custom Filters
1st highest CPV bid
2nd highest CPV bid
3rd highest CPV bid
4th highest CPV bid
5th highest CPV bid
Lowest CPV bid

38. #SMX #14C @MilwaukeePPC
HERE’S A FUN STRATEGY
YOU MIGHT WANT TO USE
NEXT

39. #SMX #14C @MilwaukeePPC
IF WE ALWAYS EXCLUDE
PREVIOUS VIEWERS AND
CONSISTENTLY UPDATE TOP
PERFORMING PRODUCTS IN
OUR FEEDS…
OUR CAMPAIGN
AUTOMATICALLY REFRESHES
ITSELF!

40. #SMX #14C @MilwaukeePPC
TRYING TO KEEP MY
TRUEVIEW SHOPPING
CAMPAIGNS EVERGREEN

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MEASURING THE VALUE
OF TRUEVIEW FOR
SHOPPING

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OF COURSE WE
HAVE REVENUE

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We Also Must Look at View and Earned Metrics

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Create Audiences from TrueView for Shopping Ad Views

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Add “Observation” Audience to All Search Campaigns

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See How Your YouTube Shopping Ads Impacted Search
*Must have at least 1,000 users to be eligible for RLSA*

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Share these #SMXInsights on your social channels!
#SMXInsights
 Your video content will drive how you structure
your campaigns & choose your targeting
 Embrace longer video ads
 Optimize your feeds with custom column labels
that actually push business goals
 Revenue is great, but you have to look at
engagement and impression share impact to get
the full value of YouTube Shopping Ads

48. #SMX #14C @MilwaukeePPC
LEARN MORE: UPCOMING @SMX EVENTS
THANK YOU!
SEE YOU AT THE NEXT #SMX