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Why you should be excited about Google Shopping campaigns

Saturday, 14 December 2013


Shopping campaigns is the new way to promote your products on Google shopping. It is a far cry from the previous method and one that makes managing these ads much easier! I've been fortunate enough to be testing the beta version of this over the last couple of months and we've seen some great improvements already. This new format has enabled us to be more dynamic with our ads, make quick responses and push our revenue figures up as a result.



It utilises the data already in the feed to make it easier to pick product targets. You can easily drill down to the category, brand, ID and other attributes to set individual bids. After using it for just a few minutes you begin asking yourself why they didn't build it like this from the beginning!

I think Google are missing a trick with this though. Targeting by product and allowing Google to match to the keywords has shown to be quite successful for our product listing ads here at Farfetch. I struggle to find terms in the search query reports that aren't relevant. So why don’t they use the same format for Dynamic Search Ads?  I can see the merits of using something like DSA for large retailers with a high volume of products but for us we never found the quality of traffic good enough. However, imagine we could use the shopping campaign approach to DSA. Given how well Google matches keywords to our ads in Google Shopping, I think it could definitely add something to DSA in the future!

You can find out more about the shopping campaigns int he video below. 


I’ll be posting some results in the New Year to outline how the new format has helped us boost our PLA activity so keep an eye out for that!

How does the Google AdWords auction work?

Tuesday, 27 August 2013

It's an old video and perhaps not the most entertaining video on YouTube (there are indeed many contenders for that title!) but I always recommend this video to people new to PPC to help them understand how other advertisers impact your CPC's.

Definitely worth a watch if you truly want to know how your CPC is calculated by Google. 




Google Sitelinks Shrinking

Thursday, 22 August 2013

Hidden in a blog post about "Upgraded extensions to help you reach the constantly connected consumer" Google announced that sitelinks will be required to be no more than 25 characters.

Seems to be just a small change and one that might not really impact most advertisers but it is something that is very easy to overlook if not addressed now.

In some cases, the decrease of 10 characters can make it challenging to get the same message across. We've all had the problem of re-writing the occasional headline 3 or 4 times to make it work!

Don't delay, you might just find that dropping 10 characters isn't as easy as it should be.

The full announcement is here.


Getting the most from PLA's

Tuesday, 20 August 2013

Google product listing ads are now a fundamental part of a retailers PPC strategy – If they’re not then they should be!

Whilst the initial set up can be laborious, doing a proper job of the set up will benefit you more in the long run. Make sure the feed in the Google merchant center is accurate and formatted correctly. It’s easy to submit a basic feed and get ads live but optimising PLA’s isn’t just about setting the right bid, it’s also about optimising the feed as well. The title and description will effectively make up the product listing ad so consider this when you submit it. Make sure the text is formatted and that you are updating the feed regularly (once every 30 days is the minimum).

The PPC Hero blog has a great step by step guide to setting up PLA’s and I would highly recommend reading through this whether you are new to PLA’s or established as it may just help you get even more from your activity.

Pay particular attention to Part 6!

Part 6: Using GoogleAnalytics To Measure Performance


Finding Anomalies In Your PPC Campaigns

Tuesday, 16 July 2013

This is one of the best use of Adwords Scripts I have come across. It looks at your adgroups and labels any keyword which has more then two standard deviations away from the mean so you can prioritise those keywords into their own adgroups or campaigns.

It also includes a daily email notification of the entities it has found. Very handy!!

Finding Anomalies In Your Keywords and Adgroups



Forecasting PPC Data

Friday, 12 July 2013

Forecasting PPC performance is always a tricky task. There are so many variables that can change things; it makes it tricky to provide accurate forecasts. However, If you take the following 5 things into consideration when forecasting you should find yourself being more accurate every day.

30 isn’t the magic number
One thing I’ve observed from forecasting I’ve seen people do in the past is that they always use 30 days as an average day count for a month. If you are doing a rally basic forecast then that’s fine. But when you’re managing PPC budgets every day it makes a huge difference. If your budget is £10k per month then Feb’13 will mean £357 per day and when you switch to March (31 days) you daily budget will drop £322. This shouldn’t be the reason you drop budget. It should be based on seasonal performance, day of week performance and weighting the budget accordingly. Not just at the mercy of the calendar.
In addition if we look at October 2012 for example. It has 31 days in total but Monday, Tuesday and Wednesday occur 5 times and Thursday – Sunday occur just 4 times. If Monday-Wednesday is a key part of the week for sales, your monthly performance will be much better! Take this into account when you forecast – you will have a more accurate set of data to use as a target.

Seasonality
I mentioned this above but if you’re not taking seasonality into account when you are setting your budgets then you shouldn’t be allowed to do any PPC forecasting. Simples
If you don’t have any historical data to go on, use your common sense (Q4 for retail around xmas, Q1 for travel etc etc) to start getting some budget allocated. Also, see if there is any other online sales data available you can use to help identify trends. It won’t be exact but it will definitely help you. If you use an agency, lean on them heavily for this. They will have multiple clients and some may operate in the same industry so they are well placed to provide an estimated trend.

Measure performance daily
Track your account daily. This doesn’t mean that you overanalyse it each day but when you start to see patterns of growth or decline, you will have the daily performance data on hand. Keep then on file so you can go back to them for quick reference. The worst thing that can happen is that performance drops off but you only notice it when you look at a weekly report. It could have been improved earlier in the week or if the performance is good, it could have been even better!

Adjust your forecast during the month
Don’t be afraid to reforecast 1-2 times during the month. Especially if you are reporting to a client or to internal stakeholders. You need to manage expectations of everyone involved. If you reforecast lower performance, you can explain why and they will have better understanding. If you don’t reforecast and they see end of month results 20% down, you’ll be in trouble ;-)




Premium Powerpoint Templates

Tuesday, 9 July 2013

If you need to put together presentation and need some high quality templates without relying on the Office SmArt then Presentationload.com is definitely worth a look. They do provide some free slides - just a very small sample but it's worth keeping an eye on them because they have been known to reduce different free templates over time. Alternatively, sign up for one of their packages and have fun with the hundreds on offer.

Other sites worth a mention are Powerpointsytles.com and tenplatemonster.com but the look and feel of those from presentationload.com stand out in my opinion.


 

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