This session goes hand in hand with Elizabeth Marsten's session on Shopping Feeds. In this session, Kirk discusses various ways to optimize your Bing & Google Shopping campaigns, bidding tips, Google Merchant Center feed rules, tracking attribution, inventory management, and more.

1. Fantastic Feeds & How To
Mind Them
Kirk Williams, @PPCKirk
Owner of ZATO

2. Fantastic Feeds & How To
Mind Them
Kirk Williams, @PPCKirk
Owner of ZATO

3. First Rule When
Hunting Magical
Myth-Creature-
BeastThings
• No Laziness Allowed
@PPCKirk

4. The Key To Overcoming
Fantastic Feed-
Minding Laziness Is to
Go Beyond
Google/Bing’s
Automation
@PPCKirk

5. Going Past Automation to Feed-Minding
Fantasticalness
1. Query-Level Bidding
2. Account Creation & Transition Best Practices
3. Managing Inventory Ups & Downs
4. Custom Filters for Smarter, Faster Bidding Decisions
5. Bidding with Attribution in Mind
@PPCKirk

6. 1. Query-Level
Bidding
Nessie

7. Bidding in Shopping
= $0.50
@PPCKirk

8. Tier 1 - General Queries - $0.25
Tier 2 - Brand Queries - $1.00
Tier 3 - SKU Queries - $2.00
@PPCKirk

9. Search Engine Land Article:
A Step-By-Step Guide To
Query-Level Bidding In
Google Shopping
@PPCKirk

10. But those darned
queries that sneak
through!
@PPCKirk

11. But those darned
queries that sneak
through!

12. Script made by Richard Fergie for
ZATO, to stop query-bleed:
https://zatomarketing.com/Shopping-Script
@RichardFergie
@PPCKirk

13. 2. Large
Account
Creation /
Transition
Yeti

14. • What if my
account is too big
for hard work?
@PPCKirk

15. Use Product Brand
Data & Client
Communication
High Potential
Product Brand
Non-Top
Converting
Product Brand
@PPCKirk

16. 1. Pull Mid-Level Brands Into
Individual Campaigns
2. Keep Legacy Campaign Live
3. Pause Mid-Level Ad Groups in
Bulk Campaign

17. 3. Managing
Inventory Ups
& Downs
Wolf-Personage

18. Scenario 1: Your
Account Has New
Products Added Often
@PPCKirk

19. Solution:
1 Ad Group per
campaign.
- All Products
- Lower bids
- Excluded current
products
EUREKA!
@PPCKirk

20. Scenario 2: Your
Account Has Oft-
Changing Clearance
Products
@PPCKirk

21. Solution:
Custom Label
- Client sets
Clearance Products
as Custom Label 1
- High Priority
Custom Label 1
Campaign
EUREKA!
@PPCKirk

22. Scenario 3: You Just
Want an Automated
Solution
@PPCKirk

23. Solution:
Optmyzr
- Shopping
Refresher Pro tool
automatically
updates
campaigns to
Merchant Center
EUREKA!
@PPCKirk

24. 4. Amazing
Bidding Tips
Basilisk

25. No
Automated
Bidding on
Product
groups…
Yet.
@PPCKirk

26. But…
Custom
Filters Fill
The Gap
Nicely!

27. My 4 Favorite
Custom Bidding
Filters
1. All Product Groups
@PPCKirk

28. My 4 Favorite
Custom Bidding
Filters
2. All Product Groups That
Have Not Converted
@PPCKirk

29. My 4 Favorite
Custom Bidding
Filters
3. All Product Groups That
Have Converted And Are
Beating ROI/CPA Goals
@PPCKirk

30. My 4 Favorite
Custom Bidding
Filters
4. All Product Groups That
Are Failing ROI/CPA Goals
@PPCKirk

31. Product Bidding with
Attribution in Mind
Attribution answers
this question: Who
gets the credit for
that sale?

32. Product Bidding with
Attribution in Mind
Google Analytics
Default Attribution:
Last-Click L
@PPCKirk

33. Quandary = Shopping Ads Are
a Traffic Starter

34. Thus,
Shopping ROI
Is Under-
Reported by
Last Click.
From Wikimedia Commons, the free media repository
Last Click
Reported Value
Actual Value

35. Going Beyond
Last Click

36. 5. Feed Rules,
Rule.
A Helpful Cable
Company
Representative

37. Feed Rules Tip #1: Easy
Promotions
@PPCKirk

38. Feed Rules Tip #1: Easy
Promotions
Attach a Promotion ID into
Products with Feed Rules
@PPCKirk

39. Feed Rules Tip #1: Easy
Promotions
Attach a Promotion ID into
Products with Feed Rules
THEN go into promotions and
create a promotion with that
promo ID.

40. Feed Rules Tip #2: Easy
Custom Labeling
*Your Clients When You Ask Them
For Custom Labeling*
@PPCKirk

41. Feed Rules Tip #2: Easy
Custom Labeling
Breaking Any
Products Into Any
Grouping? Use
Feed Rules

42. Feed Rules Tip #3: Quirky Quirks
(not to be confused with Quirky Kirks)
1. Feed Rules Are
Case Sensitive

43. Feed Rules Tip #3: Quirky Quirks
(not to be confused with Quirky Kirks)
1. Feed Rules Are
Case Sensitive
2. Feed Rules
Require a Shared
Field Element to
Work

44. To Summarize
1. Query-Level Bidding
2. Account Creation & Transition Best Practices
3. Managing Inventory Ups & Downs
4. Custom Filters for Smarter, Faster Bidding Decisions
5. Bidding with Attribution in Mind
@PPCKirk

45. Thank
You!
Slides & Links:
zatomarketing.com/HeroConfLA