Top 5 Game-Changing PPC Strategies to Implement Today

THE 2017
Ecommerce Marketer’s
Virtual Summit
PPC Advertising. Ecommerce SEO. CRO Tactics. Multi-Channel Expansion.

DAY 1:
Driving High Quality Traffic to Your Ecommerce Site
Top 5 Game-Changing PPC
Strategies to Implement
Today
9am PST / 12 pm EST
Tuesday, March 28th
Advanced SEO Site Audit Revealing
If Google can Find, Crawl, Index,
and Rank Your Site in 40 minutes
or Less.11am PST / 2 pm EST
Tuesday, March 28th

DAY 2:
Converting Traffic & Multi-Channel Expansion
Optimizing Your Key Conversion
Points: 5 Things You Might’ve
Missed
9am PST / 12 pm EST
Wednesday, March 29th
Why Omnichannel Selling Is Now
Tablestakes In Ecommerce
11am PST / 2 pm EST
Wednesday, March 29th

ECOMMERCE SUMMIT LOGISTICS
All SESSIONS ARE BEING
RECORDED & SENT OUT
HAVE A QUESTION?
SUBMIT IN CHAT BOX
MORE RESOURCES IN
‘HANDOUTS’ SECTION

OVERVIEW
• Recognized as an Official Google Shopping Partner
• Recognized as a Google Premier Partner
• 350+ Active Retail Clients
• Top 50 fastest growing company in San Diego 4 years
• Recognized as one of the Top 10 best places to work in SD
CLIENTS
SOLUTIONS
• Retail-focused Paid Search (PPC)
• Google Shopping Management
• Shopping Channel Management
• Amazon Sales Acceleration
• Facebook Advertising Management
About CPC Strategy

Let’s Begin Today’s Session!

DAY 1:
Driving High Quality Traffic to Your
Ecommerce Site
Top 5 Game-Changing PPC Strategies to Implement Today

CPC Strategy PPC Experts
Lewis Brannon
Sr. Retail Search Manager
Jason Bell

Today’s Topics
• Google Shopping Title/Descriptions Enhancements
• Funneling Consumer Searches Through ISO™ Campaigns
• Bid Optimization Tactics & Automatization
• Leveraging RLSAs to Upsell & Re-target Shoppers
• Your Product Mix & How to Leverage for Increased Performance
• Live Q&A

Strategy #1
Google Shopping
Title/Descriptions
Enhancements

Google Shopping Product Title Enhancements
Brand
Added to the front of the titles however we can also test adding them to the end of the titles if we want to push more
weight to other parts of the title. (e.g. If ‘Reebok’ is not searched often or included in most of our search terms history)
Example:
Attributes: Color / Size / Gender
The addition of attributes in the title is very important as attributes are often keywords used by customers who are
looking for something specific.
Example:
Other Options:
• Reebok Mens Weightlifting Shoes Size 10 in Neon Pacific
• Mens Blue Weightlifting Shoes Size 10 by Reebok
• Mens Weightlifting Shoes (Size 10) by Reebok - Blue
Reebok Weightlifting Shoes Blue Mens Reebok Weightlifting Shoes – Size 10vs.
Reebok Weightlifting Shoes Weightlifting Shoes by Reebokvs.

Google Shopping Product Description Enhancements
MPN / Style Number
Typically these are more useful for Electronics or Appliance merchants where customers are looking for a specific
model or style number.
• Research into Google Analytics or Search Query Reports to see if MPN or Style Numbers are being used to search
for products.
Feed:
Search Query Report: Google Results:
Product Type
Does the title actually say what the product is?
Example: “Reebok Mens Black Crossfit Trainer (Size 10)” works but it doesn’t have the keyword “shoe”.
This still works, but isnt ideal
Google Single SKU Results:

Quick Tips to Takeaway 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
Google Shopping Product Feed Enhancements

Strategy #2
Funneling Consumer
Searches Through
ISO Campaigns

ISO Strategy – [Exact] or “Phrase” Match Targeting
What is it?
 Ability to target an exact keyword or phrase within Google Shopping w/o the need of a daily
negative keyword addition (ie: SQO Strategy)
 Shifting focus away from only product-level performance to search query performance
How is it accomplished?
 Through the use of both the campaign priority settings and negative keyword sculpting
Customer Intent Example
 Ability to bid based upon perceived customer intent
 Ensuring higher placement on terms which show higher customer intent to purchase
Test Drive CAPx Shopping Platform: www.cpcstrategy.com/capx-shopping-platform/
CPC Strategy Google Shopping ISO™ Strategy

Green ISO Strategy
Red ISO Strategy
Use Cases
 Improve ROI on Poor Performing Queries – lower average CPC
Use Cases
 Drive Impression Share - Exact/Phrase Match Target High Value KWs - Quickly Monitor & React to
Aggressive Competition – Control Product Mix – Stimulate Growth Through Aggressive Bidding
Green & Red ISO Working Together?

The Red ISO Strategy
30 Days Before & After Results
 Cost Down 66%  Avg. CPC Down 73%  ROAS Up 370%
G
R
E
E
N
R
E
D
 Imp. Share Up 21%  Conv. Up 14%  Trackable Impression Share

Strategy #3
Leveraging RLSAs to
Upsell & Re-target
Shoppers

Advanced RLSA Audience Targeting Capabilities
**Similar Audiences**
 Automatically created Google audience based off users on your RLSA list. Users on RLSA lists are excluded from
“similar lists”, and the user duration is only 24 hours. Google will identify users searching for similar queries as users
on your RLSA list.
CRITERIA RLSA CUSTOMER MATCH
SETUP
Pixel Required X
Upload Required X
Expires X Optional
User Login Required
(Google)
X
ELIGIBLE
CAMPAIGN
TYPES
Search X X
Shopping X Beta
Display X
Gmail X
Youtube X X

Setting audience bid modifiers
 Save filters for high converting audiences above target ROI / below target CPA
 Save filters for higher spending audiences below ROI / above target CPA
Campaign/Adgroup View within AdWords
** Not enough data =(

Setting audience bid modifiers
 Download audience report at the account level
 Pivot the data to see how an audience is doing across an entire account
 This will give you more insight into audiences that are doing well holistically
 This can empower you to take action and potentially bid up/down on audiences that
don’t have enough data to act at the campaign/adgroup level.
Pivoted Audience Level Report

 Google Analytics RLSAs to remarket
users who purchased Sept – Oct, 2015
 Uploaded emails lists of purchasers
Sept – Oct over the past 5 years
 Use in conjunction with ISO™ to
capture “top funnel” traffic for proven
converters from last year.
Halloween costume manufacturer sees YoY ROI gains through RLSA in Shopping

 Apply Similar Audience, one per theme:
“Engaged Visitors”, “Micro-Conversions”, and
“Purchasers”.
 11% of shopping sales now coming from
similar audiences.
Personalized pet gear manufacturer sees increase in sales with Similar Audiences in Shopping

 Micro-conversions — Using back-end data, we were able to determine that 80% of approved finance
applicants become a purchase, with the average application value over $750.
 Engagements — Users who do a site search (+68%), engage with live chat (+50%), or play a product
video (+9%) on the site are more likely to convert.
Local furniture store increases conversions with RLSA for micro-conversions and engagements

Advanced RLSA Audience Targeting – Upsell/Cross-Sell

Strategy #4
Bid Optimization &
Automation Tactics

Pulling Back on Wasted Ad Spend
These rules impact products/groups which are decreasing the profitability of our shopping campaigns
• Non Converters – Products with high spend and 0 conversions (7, 14, 30 & 60 days)
• Bleeders – Spending & converting but not profitable
Bid Increase Rule(s):
Pushing converters to gain more visibility & overall traffic
• On Target – Groupings which are meeting our profitability goals
• Above Target – Groupings who are exceeding profitability goals
• All Stars – Groupings whom are far exceeding targets
Typically I will look at both the Conversions (single vs multiple) & Search Impression Share to guide how aggressive I
want to set my up bid percentages.
CPC Strategy’s Rule Based Bidding Strategies

Increasing Visibility On Products With Zero impressions:
Most advertisers will push the majority of spend to the top converting products, which is expected, but that only covers
a small range of the total catalog, typically anywhere from 5-20%. The rule will increase bids on individual products up
until they hit a certain impression threshold. The point of this rule is to drive incremental growth via the rest of the
catalog that doesn’t get much attention.
CPC Strategy’s Rule Based Bidding Strategies

Strategy #5
Your Product Mix &
How to Leverage for
Increased
Performance

Understanding Your ‘Winning’ Products
What is your competitive edge
 Price? Exclusivity? Turn around time? Clout?
Leverage where customers see your value
 Spend your time & effort correctly marketing where you provide the best value
Improving competitiveness
 Research & understand why you may be losing out on conversions to competitors
 Leverage your knowledge of your own products to provide more value where you can afford
Execute
 Implement merchant promotions, RLSAs, specialized shopping campaigns
 Continue understanding the playing field and where you convert best
 Find areas for opportunity that you can cultivate
Your Product Mix & Leveraging for Increased Performance

Google Merchant Promotions
What is it?
 Ability to highlight promotions within Google Shopping
 Improve CTR & Conversion Rates with no extra charge to participate
Implementation
 Through the Google Merchant Center within the Promotions Tab
7- Day Sale Result
 CTR up 19%
 Conv. Up 34%
 Conv. Rate up 14%
 CPC down -8%
PROMOTION TYPE ADDITIONAL INFO
DISCOUNTS
$ Off or % Off Discounts must be at least $5 or 5% off
x% Off. Maximum Discount $y n/a
$x Off $50+. $y Off $100. $z Off $150 Tiered discounts allowed
x% to y% Off Floor discounts (ie. minimum amount or
percent saved) must be stated
Buy One Get One Free or Buy One
Get 2nd x% Off
n/a
$x Cash Back or $x Cash Rebates Must be reflected at cart or checkout
FREE GIFTS
Free Item Must clearly describe the free gift and item
cannot be samples or trials
$x Gift Card on purchase xTitle must clearly state the gift card value and
gift card must be from your own store
SHIPPING
Free or Discounted Shipping Must have valid redemption code
Exception: No redemption code necessary
when combined with another permissible
promotion (E.g. Free shipping + 10% off)
Utilizing Google Special Offers to Improve Performance

Questions for the Experts?
Lewis Brannon
Jason Bell

Top 5 Game-Changing PPC Strategies to Implement Today

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