reflation report
orangepink
Round4TutorialslidesMimicsimulation.pptx
Mimic Simulation Round 4
Shopping ad campaign
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What is shopping ad campaign?
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Search campaign v.s. Shopping ad campaign
| Search campaign | Shopping ad campaign | |
| How it works | Pay-per-click (PPC) | |
| Objective | Conversion driven | |
| Keywords selection | Keywords: a specific word, or combination of words, used to target your ads to potential customers. When a user searches your keyword (you have chosen), your ad might be shown. | Negative keywords: a specific word, or combination of words, used to prevent your ad showing up to unlikely-to-buy searchers. When a user searches the negative keyword (you have chosen), your ad will NOT be shown. |
| Product selection | Single product or brand (e.g., Canon 5d, Canon brand) | Group of products (e.g., skilled cameras) |
| Bidding | Bidding for each of keyword | Bidding for each product group |
| Ad content/Landing pages | Write ad content; create landing page | NONE |
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Negative keyword
Selection of negative keyword:
Do proper keyword research
Not relevant to your products you are selling in that ad group
Low purchase intent and very unlikely to generate a conversion (e.g., review, accessories)
The more of these types of negative keywords you have, the better your product group will perform
Search campaign v.s. Shopping ad campaign
| Search campaign | Shopping ad campaign | |
| How it works | Pay-per-click (PPC) | |
| Objective | Conversion driven | |
| Keywords selection | Keywords: a specific word, or combination of words, used to target your ads to potential customers. When a user searches your keyword (you have chosen), your ad might be shown. | Negative keywords: a specific word, or combination of words, used to prevent your ad showing up to unlikely-to-buy searchers. When a user searches the negative keyword (you have chosen), your ad will NOT be shown. |
| Product selection | Single product or brand (e.g., Canon 5d, Canon brand) | Group of products (e.g., skilled cameras) |
| Bidding | Bidding for each of keyword | Bidding for each product group |
| Ad content/Landing pages | Write ad content; create landing page | NONE |
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Ad group 1
(e.g., divided by camera type)
Ad group 2
(e.g., divided by camera type)
Product group 1 (Advanced)
Product group 2
(DSLR)
Product group 3
(Mirrorless)
Shopping ad campaign (set your marketing budget, e.g., $500)
Your CPC, e.g., $2.2
e.g., subdivided by Camera Type
Product group N
(e.g., Canon )
Negative keywords for group 1
Your CPC
e.g., $2.15
Your CPC
e.g., $2.05
Negative keywords for group 2
Product group 5
(Point-and-Shoot)
Your CPC
e.g., $1.9
Your CPC
e.g., $1.85
Product group 6
(Adventure)
Your CPC
More ad groups
(divided by camera brands, by level…)
Negative keywords for group N
Key success factor: pairing the right products with the right bidding strategy
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https://drive.google.com/file/d/1XExlz849gmxQ7RHfGolo07Dk4qeeKzxy/view?usp=sharing
© Stukent
Walk-through video
Must watch!
Keep doing optimisation for search campaign
Keep doing A/B test (e.g., run different ads in your ad group, try to focus on different products/brands in each of your email campaign)
Don’t forget to put links (directed to product page or brand page) in your email campaign
Don’t allocate too much budget on shopping ad campaign, to ensure you have sufficient fund to support your search campaign
Suggestions for Round 4
