Whether you are in-house, or at an agency, chances are you've noticed how important Shopping Ads are for any Ecommerce account, but many people (from beginner to advanced PPCers) don't know how to manage them well since they behave differently from Text Ads.  In this session, we'll start from the ground up as we discuss best practices for feed creation, campaign strategy, and ongoing management.

1. I Don’t Know How to Run
Shopping Ads
And at this Point I’m Too Afraid to Ask
KIRK WILLIAMS | ZATO | @PPCKIRK MN SEARCH, MAY 2019

2. KIRK WILLIAMS | ZATO | @PPCKIRK MN SEARCH, MAY 2019

3. KIRK WILLIAMS | ZATO | @PPCKIRK MN SEARCH, MAY 2019

4. “Lights & speakers
began swaying. Your
mom decided to get out
into cement hallways
and then they
announced evacuation.
They re-inflated and we
came back in to watch
Twins blow a 5 run
lead.”
- My dad
KIRK WILLIAMS | ZATO | @PPCKIRK MN SEARCH, MAY 2019

5. US Ecommerce Retail
Has Hit It’s Apex…
$500B
KIRK WILLIAMS | ZATO | @PPCKIRK MN SEARCH, MAY 2019

6. …LOL… except not.
KIRK WILLIAMS | ZATO | @PPCKIRK MN SEARCH, MAY 2019
Grocery (+$700B)
International Retail (+$2.4T)
Non-Standard (Auto/Home) (+$1T)

7. But… what about our jobs?
KIRK WILLIAMS | ZATO | @PPCKIRK MN SEARCH, MAY 2019

8. The Shopping Ads Strategist of
the future:
Campaign Setup
Will Be *Crucial*
KIRK WILLIAMS | ZATO | @PPCKIRK MN SEARCH, MAY 2019

9. The Shopping Ads Strategist of
the future:
Feed Prowess Will
be Valued
KIRK WILLIAMS | ZATO | @PPCKIRK MN SEARCH, MAY 2019

10. The Shopping Ads Strategist of
the future:
The One With The Strategic
Value Will Stay Hired
KIRK WILLIAMS | ZATO | @PPCKIRK MN SEARCH, MAY 2019

11. So What are Shopping Ads?
KIRK WILLIAMS | ZATO | @PPCKIRK MN SEARCH, MAY 2019

12. Desktop
KIRK WILLIAMS | ZATO | @PPCKIRK MN SEARCH, MAY 2019

13. RHS
KIRK WILLIAMS | ZATO | @PPCKIRK MN SEARCH, MAY 2019

14. M
O
B
I
L
E

15. Shopping Tab

16. Image Tab

17. Youtube

18. Local Inventory Ads

19. JUST THE BEGINNING…
…THROUGH SHOPPING ACTIONS
KIRK WILLIAMS | ZATO | @PPCKIRK MN SEARCH, MAY 2019

20. Feeds
KIRK WILLIAMS | ZATO | @PPCKIRK MN SEARCH, MAY 2019

21. Feed Provider
or Dev Team
Merchant Center
Google / Bing Ads

22. Feed Creation
Small feed/team? Just use a Google Sheet
Big feed? Use your dev team.
Or: Use a good Feed provider.
KIRK WILLIAMS | ZATO | @PPCKIRK MN SEARCH, MAY 2019

23. Ignore Item Disapprovals??
Don’t “Train” Google’s Filters To Be Suspicious Of You
KIRK WILLIAMS | ZATO | @PPCKIRK MN SEARCH, MAY 2019

24. ID
Title
Description
Link
Image
Availability
Price
Brand
GTIN
MPN
Shipping
ALWAYS
Required
fields
KIRK WILLIAMS | ZATO | @PPCKIRK MN SEARCH, MAY 2019

25. Maybe
Required
(It’s Complicated)
Condition
Adult
Multipack
Bundle
Age Group
Item Color
Gender
Material
Pattern
Size
Item Group ID
Tax
Shipping Dimensions
KIRK WILLIAMS | ZATO | @PPCKIRK MN SEARCH, MAY 2019

26. No GTIN?
No Worries
(use magic)
KIRK WILLIAMS | ZATO | @PPCKIRK MN SEARCH, MAY 2019

27. Identifier_exists
“false”
KIRK WILLIAMS | ZATO | @PPCKIRK MN SEARCH, MAY 2019

28. Bing - Easy Feed Import, FTW
KIRK WILLIAMS | ZATO | @PPCKIRK MN SEARCH, MAY 2019

29. “Uhh, we’re a little busy here…
… no time to optimize all feed fields.”

30. Spend
your time
on these 3
fields.
Title
Product
Type
Price
KIRK WILLIAMS | ZATO | @PPCKIRK MN SEARCH, MAY 2019

31. Title
ü Identify the ideal title formula
for your products
Tips & Tricks:
KIRK WILLIAMS | ZATO | @PPCKIRK MN SEARCH, MAY 2019

32. + + + 10
Brand Gender Product Name Size
KIRK WILLIAMS | ZATO | @PPCKIRK MN SEARCH, MAY 2019

33. Title
ü Identify the formula
ü Use the Search Query Report
for test ideas
Tips & Tricks:
KIRK WILLIAMS | ZATO | @PPCKIRK MN SEARCH, MAY 2019

34. Find Title Test
Ideas from
Search &
Shopping
SQRs
KIRK WILLIAMS | ZATO | @PPCKIRK MN SEARCH, MAY 2019

35. Minnesota this winter
Img src: goo.gl/DPv29j
KIRK WILLIAMS | ZATO | @PPCKIRK MN SEARCH, MAY 2019

36. KIRK WILLIAMS | ZATO | @PPCKIRK MN SEARCH, MAY 2019

37. Then, Use Feed Rules to Test
KIRK WILLIAMS | ZATO | @PPCKIRK MN SEARCH, MAY 2019

38. Product
Type
KIRK WILLIAMS | ZATO | @PPCKIRK MN SEARCH, MAY 2019

39. Wait, but what about organizing
by Google Product Category??
KIRK WILLIAMS | ZATO | @PPCKIRK MN SEARCH, MAY 2019

40. Send Key Product
Attributes Through
Product Type to
Give Google
Contextual Signals.
Furniture >
Couches >
Modern Couches
> Leather >
Brown
KIRK WILLIAMS | ZATO | @PPCKIRK MN SEARCH, MAY 2019

41. Price
KIRK WILLIAMS | ZATO | @PPCKIRK MN SEARCH, MAY 2019

42. KIRK WILLIAMS | ZATO | @PPCKIRK MN SEARCH, MAY 2019

43. KIRK WILLIAMS | ZATO | @PPCKIRK MN SEARCH, MAY 2019

44. Campaign
Setup
KIRK WILLIAMS | ZATO | @PPCKIRK MN SEARCH, MAY 2019

46. (Step 1) Segment campaigns
by Product Type or Brand. Group Similar with Similar…
KIRK WILLIAMS | ZATO | @PPCKIRK MN SEARCH, MAY 2019

47. …and pull out Top Performers Into
Their Own Campaign & SPAGs.
KIRK WILLIAMS | ZATO | @PPCKIRK MN SEARCH, MAY 2019

48. Use Ads Reporting UI and Editor to Bulk Adjust Bids
KIRK WILLIAMS | ZATO | @PPCKIRK MN SEARCH, MAY 2019

49. (Step 2) Segment
campaigns
by query place in funnel.
$0.50 =
KIRK WILLIAMS | ZATO | @PPCKIRK MN SEARCH, MAY 2019

50. @pckirk
Demand Creation - TOFU Queries - $0.25
Demand Capture - BOFU Queries - $1.00
KIRK WILLIAMS | ZATO | @PPCKIRK MN SEARCH, MAY 2019

51. bit.ly/Shopping-Ads

52. TIME CONSUMING
BUILDS?
USE OPTMYZR
KIRK WILLIAMS | ZATO | @PPCKIRK MN SEARCH, MAY 2019

53. KIRK WILLIAMS | ZATO | @PPCKIRK MN SEARCH, MAY 2019

54. @ppckirk
https://twitter.com/PPCKirk/status/11029865680488
85760

55. Want Data?
“Not in my house.”
#1 Data
Transparency
KIRK WILLIAMS | ZATO | @PPCKIRK MN SEARCH, MAY 2019

56. KIRK WILLIAMS | ZATO | @PPCKIRK MN SEARCH, MAY 2019

57. KIRK WILLIAMS | ZATO | @PPCKIRK MN SEARCH, MAY 2019

58. #2 ML
Volatility
KIRK WILLIAMS | ZATO | @PPCKIRK MN SEARCH, MAY 2019

59. #3 Scalability
ROAS
TRAFFIC
KIRK WILLIAMS | ZATO | @PPCKIRK MN SEARCH, MAY 2019

60. @ppckirk
#4 Audience

61. (1) USE KEY
CATEGORIES
✑ Top Products
✑ Most Reviewed
✑ Gateway Products
Possible Optimizations
KIRK WILLIAMS | ZATO | @PPCKIRK MN SEARCH, MAY 2019

62. (2) MANIPULATE
ROAS TARGETS
& BUDGETS
KIRK WILLIAMS | ZATO | @PPCKIRK MN SEARCH, MAY 2019

63. 48 HRS
KIRK WILLIAMS | ZATO | @PPCKIRK MN SEARCH, MAY 2019
336 HRS

64. (3) TARGET &
EXCLUDE LOW
PERFORMING
PRODUCT TYPES
KIRK WILLIAMS | ZATO | @PPCKIRK MN SEARCH, MAY 2019

65. (4) ACCOUNT LEVEL CONTENT FILTERS

66. What’s the solution?
Better Together!
KIRK WILLIAMS | ZATO | @PPCKIRK MN SEARCH, MAY 2019

67. Smart Shopping gets:
• Top Products
• Top-Reviewed Products
• Clearance Products
Legacy Shopping
• Group by PT
• Bid By Query
KIRK WILLIAMS | ZATO | @PPCKIRK MN SEARCH, MAY 2019

68. some of our clients
Thank you!