The document provides an overview of the top 10 mistakes retailers make with Google shopping campaigns that drain their budgets. It then details each mistake and provides recommendations on how to address them. The mistakes include having inaccurate product feed fields, not optimizing feeds, bidding the same for mobile and desktop when performance differs, having a disorganized campaign structure, using overly restrictive negative keywords, failing to adjust location targeting or ad scheduling, lacking performance-based bidding at the product level, not utilizing audience lists, failing to monitor competitive metrics and auction insights, and not using Google merchant promotions. For each mistake, the document offers specific tactics on issues to fix and strategies to optimize shopping campaigns.

1. Top 10 Google Shopping Mistakes Draining
Your Budget & How to Fix Them Today
#CPCStrategy

2. Overview
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About CPC Strategy

3. Today’s Logistics
Session Recording + Slides Will Be Sent Out
Join in the Poll Questions!
Submit Questions to Our Panelists

4. Today’s Event Speakers
Jason Bell
Sr. Retail Search Manager
Lewis Brannon
Sr. Retail Search Manager

5. Agenda
•Inaccurate Fields in Merchant Product Feeds
•Not Optimizing Merchant Product Feeds
•Bidding the Same for Mobile and Desktop
•A Disorganized Google Shopping Campaign Structure
•Overly Restrictive Negative Keywords
•Not Adjusting Location Targeting or Ad Scheduling
•No Performance-Based Bid Optimization at Product Level
•Not Harnessing Audience Lists
•Failure to Monitor Competitive Metrics & Auction Insights
•Not Utilizing Google Merchant Promotions / Special Offers

6. Inaccurate Fields in Merchant Product Feeds
1

7. Inaccurate Fields in Merchant Product Feeds
What’s the Main Mistake?
❏ Inaccuracies and incomplete fields in your product feed can really hurt your ads.
How? By not getting them listed–or getting them lumped in incorrectly with other
products online.
❏ If you have an MPN field or a UPC that’s not correct, at some point, Google might
just disapprove that product - And if you send the incorrect MPN, there’s a potential
you could get matched up incorrectly with other products on Google Shopping

8. Inaccurate Fields in Merchant Product Feeds

9. Not Optimizing Merchant Product Feeds
2

10. Not Optimizing Merchant Product Feeds
What’s the Main Issue?
❏ Data should be accurate first; robust second. If you just have robust data, that could
hurt you. Your stuff might show up for the wrong search, and searchers can bounce.

11. Not Optimizing Merchant Product Feeds
Quick Tips to Take Away from Today
1) Use up your available characters
2) Feature important keywords in your titles
3) Does the title make sense?
4) Understand your customers & their searches
5) More Relevant Title = higher internal quality score & lower potential CPC

12. Bidding the Same for Mobile and Desktop
3

13. Bidding the Same for Mobile and Desktop
What’s the Main Issue?
❏ If you’re still bidding the same across the board for devices
in your Adwords account, you’re probably throwing money
away.
❏ Mobile and desktop performance is quite different - You
must look at Mobile & Desktop performance separately to
see where to bid up & down.

14. Bidding the Same for Mobile and Desktop
Settings > Devices > (Campaign or Ad Group Level)
Pros
❏ Easy to bid devices up & down in a hurry
❏ Provides quick snapshot view of these devices in one convenient interface
❏ Adjustable at both the Campaign & Ad Group level depending on your needs

15. Bidding the Same for Mobile and Desktop
Campaign Level Device Breakout
Pros
❏ Budget, Ad Scheduling or Geo-Targeting available @ the device level
❏ More granular bidding based upon a given product's performance for a given set of traffic
❏ Sophisticated approach to analyzing and optimizing Shopping performance by device
❏ Trackable Campaign paths via Tools > Attribution > Paths

16. A Disorganized Google Shopping
Campaign Structure
4

17. A Disorganized Google Shopping Campaign Structure
What’s the Main Issue?
❏ If you’re just bidding everything on one blanketed campaign, you could be missing
out.
❏ If your campaign structure doesn’t fit the strengths of your business, then you’re
losing opportunities for profitability.
?

18. A Disorganized Google Shopping Campaign Structure
Example Campaign Strategy
Device & Brand Segmentation (DaBS)
❏ Branded [TM] vs Non-Branded Searches [NB]
❏ Device Segmentation by Desktop vs Mobile
❏ Additional ISO Segmentation by RED & GREEN queries
❏ Trackable Campaign paths via Tools > Attribution > Paths
Feed Column Adjustments
❏ Implementing Live Label
❏ Product Type Leveraged
❏ Style/Product Name
Leveraged
❏ Option For Additional
Breakouts by SKU/Other
Attributed (i.e. Colorway)

19. Overly Restrictive Negative Keywords
5

20. Overly Restrictive Negative Keywords
What’s the Main Issue?
❏ Negative keywords ensure that your ad doesn’t come up for unrelated searches.
❏ Used correctly, negative keywords save you money because those
unprofitable/irrelevant searchers won’t see your ad, and therefore won’t click.

21. Overly Restrictive Negative Keywords
Negative Lists vs Individual Keywords
Shopping Specific Key Points
❏ Personally, I use lists much more than individual KWs on Shopping
❏ Negatives will strip your products off of the Shopping tab, a potential cheaper source of qualified traffic
❏ Lists easier to manage across multiple campaigns

22. Not Adjusting Location Targeting or Ad
Scheduling
6

23. Not Adjusting Location Targeting or Ad Scheduling
What’s the Main Issue?
❏ If you don’t pay attention to when or where your ads are shown, you could be
burning cash during low-converting times or areas and missing-out on opportunities
to exploit others
❏ Look historically at where and when your products perform best, and bid
strategically

24. Not Adjusting Location Targeting or Ad Scheduling
❏ Custom AdWords Reports (above)
❏ Dimensions > View > Geographic
❏ Country / Region / City / DMA / Most Specific Location
❏ Dimensions > View > Time >
❏ Hour / Day / Week
❏ Settings > Locations > Ad Schedule > Ad Schedule Details
❏ Hour & Day of Week
❏ Analytics Tool (Google Analytics) Audience > Geo > Location

25. No Performance-Based Bid Optimization at
Product Level
7

26. No Performance-Based Bid Optimization at Product Level
What’s the Main Issue?
❏ Lack of performance-based bidding logic applied to Google Shopping products or product groups
❏ Leads to unproductive, often unchecked and snowballing spend (high CTR - low CVR syndrome) and
can drain budget, and/or can lead to missed opportunity for underexposed products.

27. No Performance-Based Bid Optimization at Product Level
Campaign Architecture Bidding Logic
❏ Group products into portfolios (use custom labels and/or ISO strategy to segment)
❏ Evaluate performance (bid up on top performers, then evaluate low performers)
❏ Assess reasons for poor performance (poor UX on landing page, poor query/product matching,
pricing of of whack).
❏ Set up bidding rules in AdWords or your tool (CAPx) to monitor and maintain
❏ Custom filtering in AdWords
❏ AdWords automated rules
❏ 3rd party tool bid rules (CAPx)

28. Not Harnessing Audience Lists
8

29. Not Harnessing Audience Lists
What’s the Main Issue?
❏ Not utilizing Remarketing Lists for Search/Shopping ads (RLSA) as part of your overall strategy
❏ You’re leaving valuable impressions, clicks and sales on the table due to lack of strategic bidding
approach for key customers.
CPA Bid Multiplier
Low + 900% (max)
Homepage Visitors
Product Page
Cart
Abandoners
Category Pages
High 0%

30. Not Harnessing Audience Lists

31. Failure to Monitor Competitive Metrics &
Auction Insights
9

32. Failure to Monitor Competitive Metrics & Auction Insights
What’s the Main Issue?
❏ Lack of Awareness of Key Competitive Metrics for Google Shopping - Impression Share & Click
Share
❏ Impression Share & Click Share can fluctuate significantly depending on market factors -
competitors’ bid changes, new competitors in the auction, seasonality, etc, and can lead to big
swings in performance if not accounted for.

33. Failure to Monitor Competitive Metrics & Auction Insights
CAPx Bidding Rules AdWords Product Group View
https://support.google.com/adwords/answer/6299696?ctx=tltp

34. Not Utilizing Google Merchant Promotions /
Special Offers
10

35. Not Utilizing Google Merchant Promotions / Special Offers
What’s the Main Issue?
❏ If promotions are available use them. Also
called “Special Offers”, those promos may
give you an edge over other competitor
retailers who don’t use them.
❏ Not utilizing these offers can hurt your
chances of breaking into new search
markets against tough competition. Since
GMPs should increase CTR, it gives your
listings a better chance to gain traction in
competitive auctions.

36. Not Utilizing Google Merchant Promotions / Special Offers

37. Questions For The Experts?
Jason Bell
Sr. Retail Search Manager
Lewis Brannon
Sr. Retail Search Manager