Image Source: Getty Images

The Building Blocks of Paid Search

Elizabeth Marsten

@ebkendo

WooCommerce Developers ConferenceOctober 19, 2017

@ebkendo

• Senior Director, E-Commerce Growth Services

• Seattle, WA• 11 years in the search industry• PPC, Social, SEO, Analytics, Content• Speaker: SMX Adv/East/West, Mozcon,

PPC Masters, Friends of Search, HeroCon• Author: Lynda.com, All in One Web

Marketing for Dummies• And…

@ebkendo

Mommy

Image Source: @ebkendo

© 2017 CommerceHub, Inc. All product and company names and logos are trademarks™ or registered® trademarks of their respective holders.

THE COMMERCEHUB NETWORKConnecting Sources of Supply with Meaningful Sources of Demand and Delivery

RETAILERS

BRANDS

MARKETPLACES

CARRIERS

SOCIAL

DISTRIBUTORS

3PLS

SEARCH

It depends.

Image Source: Getty Images

Setting

Expectations

Image Source: Getty Images

Set Expectations: Budget

Choose a number you’re comfortable with and know that

your return could be zero.

• Consider

• Competition

• Avg. CPC

• Set a goal

• 3:1 ROAS on text/keyword ads

• 5:1 ROAS on product listing ads

Set Expectations: Channel Choice

Choose channels that fit your budget and goals

Google

• Volume – 80%

• Multiple ad types

• Robust scheduling

• Lots of control/options

• Offline editor

• Customer support

• Active community

Bing

• Volume – 20%

• Multiple ad types

• Some scheduling

• Low maintenance

• Import from Google

• Offline editor

• Excellent customer support

Facebook

• Volume – 20%

• Audiences, not search

• Behaviors, interests

• Low cost per click

• High maintenance – ad fatigue

Set Expectations: Channel Choice

Choose channels that fit your budget and goals

Pinterest

• Free option – rich pins

• Promoted and Shoppable

• Limited program partners

• Limited cart partners

Connexity

• CSE (comparison

shopping engine)

• Shopzilla, Pricegrabber &

Become

• Low CPCs

• Less control/optimizations

LinkedIn

• B2B

• Lead generation

• High avg CPCs

• Continually adding

targeting and ad types

• Now owned by MSFT

Set Expectations: Competitors

• Perform some searches on top or exclusive products

• Run some numbers

• Keyword Planner

• Google Trends

• Share of Voice

• Spyfu, SimilarWeb, SEMrush

• Compare personas

Set Expectations: Tools & Resources

Product Feeds

• YouTube

• CPC Strategy

• Fantastic Feeds & How to

Mind Them

Getting Started

• Google AdWords Certification

• Fundamentals

• Search

• Market Motive

• Lynda, Udemy

• Guide to Quality Score – PPC

Hero

Setting Schedules & Time Management Image Source: Getty Images

Set a Schedule: Ad Spend

How much time do you actually have to dedicate to

management?

• At least twice a week, if not more, bid management

adjustments

• Bid frequency typically has an effect on performance

• Also depends on how many keywords/products you’re working with and the sales

velocity, competitiveness of the category or product

• Weekly or monthly, campaign budget adjustments

• Finding your spend speed

• Determining high days of the week or times of the month

Set a Schedule: Account Optimization

• Keywords

– Weekly or Monthly

• Add new keywords or match types

• Review modifiers

• Review Quality Score

• Ad copy adjustments (benefits, features, promotions)

• Update sitelinks

• Use click/impressions and spend to gauge frequency – this will depend on your

own businesses’ definition of “high” or “low” volume. Just be sure to give the

machine enough time and data to make good decisions.

100 clicks or 1,000,000,000 clicks – it’s all relative

Set a Schedule: Account Optimization

• Product Listing Ads

– Weekly or Monthly

• Add negative keywords

• Organize products in product groups or campaigns, especially new items

• Review modifiers

• Review product data in the feed – product titles, categories, description

Set a Schedule: Rinse & Repeat - Example

Budget setting and review

Bidding frequency and adjustments (including modifiers)

Ad copy testing

Keyword match type adjustments

Add, delete or pause keywords

Segment products into campaigns/product groups

Review and adjust campaign and ad group settings

Review product data in the feed and how it looks on the SERP

Apply promotional calendar

Set a Schedule: Optimization Tools

• Keywords:

• Search query report and Keyword Planning Tool (in AdWords), find new and

negative keywords

• Search suggest, customer reviews or support

• Product Ads:

• Feed management

• Search query reports

Set a Schedule: Optimization Resources

• The Easy 8-Step Checklist for PPC Audits – Wordstream

• How to Optimize Shopping Campaigns for Every Level of Intent -

Wordstream

• 7 Tips for Google Shopping Feed Optimization – DataFeed Watch

• Is Price a Proxy for Quality Score in Product Ads? – Search Engine

Land

Setting up for Success

Image Source: Getty Images

Setting up for Success: Tracking & Automation

• Google Analytics

• Dashboards, scheduled reports

• Bid Management Software

• Are you enterprise, mid or small?

• Wordstream, Kenshoo, Marin, Acquisio, QuanticMind

• Interns…

Setting up for Success: Feed Management

Solution Best For Product Catalog Size

Guideline

Google Spreadsheet SMBs, small catalogs, static

products offered, infrequent

promotions, stable inventory

Small (3k or less)

Excel – manual upload SMBs, small catalogs, static

products offered, infrequent

promotions, stable inventory

Small (3k or less) or Medium

(50k or less)

Setting up for Success: Feed Management

Solution Best For Catalog Size

Tool provider (FTP, API) • Static or constantly

inventory

• Fast changing inventory

and prices/promotions

• Need to isolate groups of

products quickly, at scale

• Poor quality product

information

Medium (50k), Large (100-

500k) or X-Large (500k+)

Setting up for Success: DIY or Help?

DIY

• Size of account

• Able to stay on top of

industry

• Google or Bing rep

assigned

• Dev help

Agency/consultant

• Size of account and number

of accounts

• Time to manage exceeding

20hrs/week

• Running multiple programs

like email, marketplaces, UX

Setting up for Success: “Fun” Money

• 80/20 Rule

• Often, 80% of consistent revenue comes from 20% of keywords or

products

• Make sure that you’re funding the best consistently

• Consider setting aside a specific section of budget for new ad types,

tests or experiments

Setting up for Success: Next Level

• Remarketing

• Using previous site behavior, previous searches, video and email

• Ultimate Guide to AdWords Remarketing – PPC Hero

• The Complete AdWords Audit Part 15: Audiences – Certified

Knowledge

• Your Retargeting Sucks (But it Doesn’t Have to!) – Slideshare (mine!)

• Dynamic Product Ads

• Google, Yahoo, Facebook- Ad Espresso

Setting up for Success: Next Level

• Bid Modifiers

• Device, location, ad scheduling

• Display & Video

• Google Display Network

• YouTube

• Customer Match

Setting up Success: Resources

• Search Engine Land – News, new features and tips

• PPC Chat – Twitter chat, Tuesdays 9am PST

• PPC Hero – How to, account management/agency focus

• Clix Marketing – Friday News & Views

Thank YouKeep Growing

Copyright © 2017 CommerceHub Technologies, LLC – Confidential

CommerceHub, the CommerceHub logo, OrderStream, and ProductStream are registered

trademarks, and DemandStream is a trademark of Commerce Technologies, LLC.

Other product names, logos, and brands are the property of their respective owners.