How to Crush Your Holiday AdWords Campaigns in Q4

How to Crush Your Holiday AdWords Campaigns in Q4


Welcome to HawkTalks the YouTube show about all things digital advertising. I’m your host, Dan Pratt. And I’m Todd Saunders And today we’re coming to you
straight from Google Studios conveniently located about
a block away from AdHawk HQ Now you might be wondering: Why on Earth are Todd and Dan wearing Santa hats in the middle of August? Well, here’s the thing – If you’re an e-commerce business that considers Q4 to be your most profitable time of year you should be battle testing
the strategies you plan on deploying during the holiday season – right now So today, we’re talking about
the Google Shopping strategies you should be testing to help you set up for success during the holidays Okay, before we dig into all the strategies on how to maximize your Google Shopping campaigns, we have one great public service announcement Everything we’re going to discuss today assumes that you have a Merchant Center feed set up and connected to your AdWords account If you don’t know what a Merchant Center feed is or if you’ve yet to set one up We’ve included a complete guide on how to get started in the video description below Read through the guide, get your feed set up then meet us right back here. Alright now that we have that covered Let’s talk a little bit about product structure inside of Google Shopping When you first get your
shopping campaigns up and running you start with one product group
by default: All Products Leaving the default All Product groups intact can be problematic because it gives you the least amount of flexibility on assigning bids for each of
your product or product categories. So it’s super important to break up your product groups For example, you could take the All Products group and divide it into individual brands that make it up However, each brand may consist of a handful of different products So you might want to go a step deeper and divide the brand product group further into the individual products That way you can tell Google that product A is worth $1 per click but product B is worth $2 per click Now, this is a very basic example but the cool thing about Google Shopping is that it can be as flexible as you need to be Given the size of your business and the number of products you sell. Let’s say each of your brand product groups have thousands of products within them Subdividing all the way down to the product level might be too granular and hard to maintain over time But you could create custom labels to subdivide your brand product group into clusters like high price, low price or high margin, low margin. And remember – although subdividing your product groups is inherently a good thing, too much granularity will create diminishing returns and might be difficult to help you scale and optimize With all these options available to you it’s critical that you test as much as possible Alright now that we have your product groups broken out and your bids dialed in it’s important that we make sure none of your ad spend is gonna go to waste Like other AdWords campaign types Google Shopping allows you to select negative keywords to prevent irrelevant traffic from triggering your ads For example, if you notice in your search query report that “cheap watch” is triggering your ads but you only sell high-end luxury watches you’re going to want to set the word “cheap” as a negative keyword Yeah, we frequently see keywords Like “free”, “used”, and “cheap” added in a negative keyword list for e-commerce businesses mostly to avoid negative association. You could also create negative keywords around the brands you don’t sell or carry So now that you have your product feed broken up your bids dialed in, and your negative keywords added It’s time to let you in on a little secret Our favorite Google Shopping hack: Priority Settings Google Shopping doesn’t let you select the keywords you appear for Instead it uses the titles and descriptions in your product feeds to match relevant consumers to your products This makes it really difficult to change your bids based on the search terms and their intent For example, when bidding on the product “men’s baseball hat” you cannot change your bids based on if the customer searches “men’s hat, “baseball hat”, or “men’s baseball hat” when clearly the last search will be the highest converting This is where the priority levels come in And here’s how they work – Google lets you rank your shopping campaigns by high, medium, and low priority This means if more than one product qualifies to show the campaign with the highest priority will always enter the auctions first The high priority campaign should have the most generic search terms as it’s the first to enter of the auction However, the low priority campaign should have the most specific and highest converting search terms You can control the specificity of search terms by using negative keywords and negative keyword lists Let’s walk through an example pretending I sell men’s and women’s baseball and softball hats The first thing I need to do is to create a negative keyword list for words related to gender such as “men” and “women” and Words related to sports or such as “softball” and “baseball” Now that I have these negative keyword lists I can start applying them to the campaigns So my high priority campaign should have both the gender and the sports
negative keyword lists added to it This will make it so that the search terms are broad and will not include anything related to gender or sports This campaign will show for searches like “hat”, “green hats”, “red hats” But won’t show up for anything
related to gender or sports. The medium priority campaign will be similar to the high priority campaign However, we want to remove
the “sports” negative keyword list This campaign can show for searches like baseball hat and softball hat but still cannot show up for searches about genders Finally the low priority campaign should then have no negative keyword list. This results in all of the
search terms being very specific such as “men’s baseball hats” The high priority campaign should have the lowest bids as they are the most generic and the low priority campaign should have the highest bids as they are the most specific searches that you really want to dial in. Keep in mind – this strategy allows you to segment traffic It doesn’t mean that your highest
priority campaign will be your worst converting and your lowest priority campaign will be the best converting. If you adjust your bids appropriately you should see a similar return on adspend from your high campaign to your medium campaign
to your low priority campaign If this is confusing, we’ve included a
guide to walk you through each step of the process in the description below Thanks for joining us on this very special Google Studios edition of HawkTalks If you need help simplifying your digital advertising visit us at tryadhawk.com to learn more My name is Dan Pratt And I’m Todd Saunders We’ll catch you next week

6 COMMENTS

    hacks on hacks on hacks! you get a hack! you get a hack! but actually these are some wicked useful tips that have taken my shopping campaigns to a whole nutha level

    great breakdown of the priority settings – people get so confused when you say you're bidding lower on high priority…bookmarking this for future explanations!

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