How to Take Care of Your Shopping #smx Campaigns

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Kirk Williams: Setting up shopping campaigns for success How to Take Care of Your Shopping Campaigns: What to Do Every Day, Every Month, Every Season By Kirk Williams of Search Marketing Expo - SMX Initially, if we think about how to optimize our purchases for the future, the cold hard reality will eventually hit: you can only optimize to the extent that you stop it. Don't be a dung beetle, which starts with manure and optimizes it. It will suggest an installation strategy that sets up success. Why is your current campaign setup wrong? Because, bid. You bid the same for general queries as you do for high-intent, long-tail queries. Is there a way to set up campaigns to not bid on products, but rather separate queries by intent? Yes! This idea was originally shared by Martin Roettgerding (@blooomarty).

Filter shopping queries by four key aspects: Campaign Priority Negative Keywords Shared budget Product offers Six things learned: Ad groups take precedence over product groups. "Let's do the awesome keyword funnel again." Due to negative queries, you can filter queries in campaign structures. Be yourself. SKU might not work for you, and that's OK. Identify natural query groupings by profit . Bids can override priorities. (Google non-likey bid shy.) Be aware that you cannot bid so low that you no longer appear in the auction. Beware of hanging negatives. It can be a query that comes in and it's horrible and you don't want it to appear (like the letter "M"). Add [-m] to unbranded, branded, and all other campaigns. The Bing effect. You should import your shopping campaigns into Bing because it's really easy to do. But professional email list there's no shared budget in Bing and he explains that this can cause a problem with general queries skipping across your campaigns, so it ruins the strategy on Bing.

It takes time to soar. You need to involve your client/boss. It takes time, it takes time, but it's great. Susan Wenograd: continuous optimizations of Google Shopping Harvesting Fields in Google Shopping: Ongoing Optimizations by Susan Wenograd of Search Marketing Expo - SMX Suppose you have something in place. Now what do you do with it? Paid search tools can often look like a bunch of valves and you can squeeze and open different levers and valves. Shopping campaigns are like a fire hose. You tell the search engine what NOT to match. Air Traffic Control: Request Mapping Negative keywords all tings. Create negative keywords to channel search queries to the most profitable groups. This is because ad groups are more important than product groups. Adgroups allow you to control negative queries and match queries wherever you want.