Paid Search Tips - SMX Israel 2015 - Mark Ginsberg
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Slides from the paid search tips session at SMX Israel in Jerusalem, Nov. 1 2015. The slides cover advanced reports in the Google Adwords Dimensions Tab and methods for refining and improving Google Shopping campaigns.
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Paid Search Tips - SMX Israel 2015 - Mark Ginsberg
- 1. Paid Search Tips Mark Ginsberg – DriveHill Media
- 2. Campaign Optimization • Dozens or hundreds of campaigns • Need to review settings of lots of campaigns at the same time • Quickly and efficiently compare campaign settings • Great for new accounts as well as periodic account maintenance • Make sure you have regular maintenance scheduled for all campaigns DriveHillMedia SMXIsrael2015 2
- 3. Campaign Optimization • Campaign Dimensions Report • Dimensions > View: Campaign Details • Tip – do this from the default view when first entering account, not from within a particular campaign – view is cross campaign • Add relevant columns for what you are trying to review DriveHillMedia SMXIsrael2015 3
- 4. Campaign Optimization • Items you can view here cross campaign: • Performance data • Conversion data Plus a whole lot more • Attributes: networks, bid strategy, bid strategy type • Negative keywords: raw numbers, shared lists • Extensions: sitelinks, phone numbers, apps • Bid adjustments – mobile, schedule, location DriveHillMedia SMXIsrael2015 4
- 5. Campaign Optimization • Set campaign state as a column, so you can filter for campaign state to Enabled • This account uses sitelinks, bid adjustments, negative keywords • Want a few performance metrics as well to judge importance, size, and activity of campaigns DriveHillMedia SMXIsrael2015 5
- 9. Google Shopping • Google Merchant Center • Agencies can have multi client Merchant Center accounts – you just have to apply for it • Product Feeds from site • Feed optimization • Connection to Adwords • Set up shopping campaigns in Adwords DriveHillMedia SMXIsrael2015 9
- 10. Google Shopping • Not like regular Adwords – don’t bid on keywords • No broad match, phrase match, exact match - NADA • Targeting based on product catalog • Optimize your catalog- titles and descriptions of products should be primary focus • Bidding based on product catalog DriveHillMedia SMXIsrael2015 10
- 11. Google Shopping • Bidding based on product catalog • Brand > Category > Product Type > Condition • Bestsellers campaign • Specific Item ID’s • Custom label • Campaign priority in settings • High, medium, low DriveHillMedia SMXIsrael2015 11
- 12. Living in a Keywordless World • Google Shopping is like all the other CSEs • Amazon Product Ads (a”h), Bing Shopping, Nextag, Shopzilla • Bidding is based on catalog and not keywords • Targeting refinement and keyword targeting $a <> $b = Negative Keywords are the shiznitch! • Campaign Level • Individual • Shared Lists • Ad group Level DriveHillMedia SMXIsrael2015 12
- 13. Living in a Keywordless World • Matched Search Query Reports • Lots of different ways to get to the search queries Adwords 1. Navigate to specific campaign 2. Keywords Tab > Search Terms or Dimensions Tab > Search Terms 3. Customize Columns for relevant data DriveHillMedia SMXIsrael2015 13
- 14. Living in a Keywordless World • Problem with this method • Can’t associate matched search queries with individual products or items in the feed • Merchant center to the rescue? • Get product data from feed for review • Can see paid clicks • No matched search query data DriveHillMedia SMXIsrael2015 14
- 15. Living in a Keywordless World • Google Analytics Data to the Rescue? • Acquisition > Adwords > Shopping Campaigns Can drill down based on dimension, but can’t get search queries DriveHillMedia SMXIsrael2015 15
- 16. Living in a Keywordless World • Alternative View in Google Analytics – Landing Page • Behavior > Site Content > Landing Pages • Create Custom Segment to view specific Shopping Campaigns (filter by Sessions) DriveHillMedia SMXIsrael2015 16
- 17. Living in a Keywordless World DriveHillMedia SMXIsrael2015 17
- 18. Living in a Keywordless World • Add in Secondary Dimension – Matched Search Query • Use Advanced Filters to search through matched search queries to find patterns in the data and terms to add for negative keywords DriveHillMedia SMXIsrael2015 18
- 19. Living in a Keywordless World DriveHillMedia SMXIsrael2015 19
- 20. Living in a Keywordless World DriveHillMedia SMXIsrael2015 20
- 21. Paid Search • Determine the business goal and questions you are trying to answer first • Figure out how to get the data from the various tools available at your disposal • Adwords • Analytics • Other Google properties • Internal Databases and resources • Review campaigns and data and refine accordingly • Do this review on a regularly scheduled basis DriveHillMedia SMXIsrael2015 21
- 22. Stay in Touch • Mark Ginsberg • CEO/Founder – DriveHill Media • @markginsberg • Skype – msginsberg • Google+ - don’t even bother • Email – mark@drivehillmedia.com DriveHillMedia SMXIsrael2015 22
Editor's Notes
- Clicking through brand, ultimately get to item ID. Other options category level, product type level, take you to not set at the end. Campaign takes you to category level view, and then eventually fizzles out. Shopping brand gets you to item ID, so you could optimize that way, but can’t get to negative search queries refinement
- View when zoomed in on a url – young parisian 3 piece kids bedroom set in pink
- Advanced filter on word frame – includes lots of different products