When Froogle became Google Shopping in 2012, it was quite straightforward for advertisers to achieve a high ROAS, mostly owing to reduced competition and lower CPCs. Fast forward to 2019 and product listing ads (PLAs) are more competitive than ever, with a variety of tested strategies and structural techniques that give advertisers the edge.
This course is designed to help you understand the latest best practices to jump-start your campaigns. We’ll be splitting the training into 4 key areas that cover the span of Shopping campaigns, going from the overarching principles, through optimising a feed, to building campaigns and ongoing mangement to drive incremental gains.
In this course, we’ll cover:
Principles of Google Shopping
Delving into its origins, debunking common myths surrounding the behaviour of PLAs, vital understanding of answers to questions such as:
- Why do 2 of my identical products have drastically different performance?
- Why is my bounce rate so consistently high?
- How is my competitor able to bid so aggressively and maintain profitability, when I can’t get visibility at all, despite bidding 5x the benchmark CPC?
A shopping campaign is only as good as the feed which powers it. We’ll take you from the basics of getting your products approved and enriching your data quality, to ongoing product attribute testing to ensure you can rank for terms that vital to your business. You’ll learn how to optimise for:
- The platform (getting approved, and liked by Google and Bing)
- The human searcher (titles, descriptions, imagery)
- Efficient campaign management (custom labels, product categories)
Note – you do not need to learn to code in order to produce a high quality shopping feed. We’ll talk about Merchant Centre, Feed Rules & Supplemental Feeds, but give you a toolkit to speak to developers/third party plugins as required. Bring along your feed and we’ll critique it as a group (only if you want to!).
Structure will uncover a variety of techniques spanning account settings, down to the layout of ad groups and product groups. Whilst there is no set structure that will work for all advertisers, we’ll guide you on a framework for how to choose the best one for your business. Query sculpting has fast become a dominant structure since 2014 and is one that many PPC professionals first turn to. We’ll be running through a quick refresher but concentrate on some advanced applications, including single query ad groups and automated approaches to sculpting queries.
In this part of the course, you will learn how to get the most efficient performance to meet and exceed business goals, continuously improving as you seek to scale up performance.
- The effectiveness of automated bidding (and when not to use it)
- Using custom labels to greater predict conversion rate
- Running shopping as part of a larger channel strategy
We’ll also share some tips for improved performance and visibility, looking at how to best use promotions and price-drops to your competitive advantage.
And maybe some more
To round up the journey, we’ll look at some alternative but related campaign formats, such as Showcase Ads, and how they should fit into your strategy. We’ll touch upon the use cases for Showcase Ads, and what the data is telling us about them now. We might even share a script or two, to make things a little easier to manage. The course content is bespoke for this day and it’ll be up to date. If things change in the meantime, we’ll bring you the latest.
Register - Brighton Session