3 Types of Google Shopping structures
A good 30% of my working week is spent speaking with our agencies managing our Google Shopping campaigns. Creating, analysing and optimising are 3 areas where the time is spent. I find it quite exhausting too. Understanding the adopted structure and strategy for each Google Shopping campaign makes good sense to put in.
You need to be switched on, ready to take action and justify any peaks and troughs in weekly performance. Managing the agencies to help bolster this activity too absorbs all available energy.
As I constantly research to make my life easier, I found Merkle | RKG have a great series of videos to help you understand the ‘best-in-class’ ways to structure your Google Shopping campaigns. Note, I don’t get paid by them or anything. They just do the basics very well and it is well worth your time.
Spend the next 5 minutes understanding some of their recommendations. It is well worth the time.
Google Shopping structure table
|1||ALL PRODUCTS, ONE ADGROUP||– Good for low volume traffic sites- Same product range, different options||– Not for big retailers||– Exclude catch-all under ‘Everything else’|
|2||1 CAMPAIGN, MANY ADGROUPS||– Decide how many product groups||– Require complex bidding as products can serve in multiple adgroups||– Exclude catch-all under ‘Everything else’|
|3||MULTIPLE CAMPAIGNS, MULTIPLE ADGROUPS||– Layer on campaign priorities – Low, Medium and High- More control||– Not for small retailers- Requires well thought out structure||– Exclude catch-all under ‘Everything else’|
Source: Merkle | RKG
Take the 3rd structure type further…
Delving further into strategy 3 it is best to create 3 type of campaigns within this strategy type
- All products campaign set at low priority and low bid
- Campaign with Bulk of Products – Medium priority, higher bid
- Outliers Campaigns – High Priority e.g. promotional driven campaign
- Poor performers
- Free delivery products
Creating Google Adword ads is like creating subject lines for emails. This post helps loosen your right side of your brain with 3 of the better excel templates I’ve found to help create Adwords ads.
- White Shark Media’s Adwords Excel template.
View the post (http://blog.whitesharkmedia.com/use-excel-to-create-adwords-campaigns-fast) to view how to constucture the template. This post is good as it also relays those excel formulae you need to help know your adwords creative limites. E.g. the LEN formula.
- Well formatted
Not so great points about the White Shark Media Adwords Excel template
- You’ve got to supply your details in order to download the file
Let’s discover the world of UX design
Of late, something has been chipping away in the grey matter. Could I be a UX designer?
The story so far…
A few businesses I’ve worked for now either do or do not conduct a level of UX design. If they do, they most probably outsource it vs. creating an UX experience in house. If I owned my own business, especially retail business, I would be resourcing in-house UX (on the basis there are sufficient developers already in-house to integrate
Why I am interested in the world of UX
As a Marketer, my motto is ‘to know the customer better than they know themselves’. I truly believe, in the digital space, having an understand and resourcing looking at how people navigate your website (along with the why) is imperative to help build strategy.
What I am already doing to learn about UX
I enthusiastically bought the Steve Krug books a while ago to help develop the business case to get UX done in house. We use an externally agency to manage the ‘how’ of UX but have zero resource looking at the why. Krug’s ‘Don’t make me think books’ do exactly that, and in idiot proof text. Great for a Marketer to come along and create a business case.
The future? Put UX into the 5 year plan
Of late however, I am beginning to loath having to partition my time to rope learn a new area to then, build up a case, and then pitch it to my internal stakeholders. Upon assessment, I then find I’ve got to present answers in a manner that I deem myself a subject matter expert. Very exhausting to manage.
Reasons why I think it is relevant to include UX
- Never hurts to have a back-up career
- It’ll complement my existing expertise
- Could be the ‘way out’ of the corporate lifestyle where you can manage your own time
- Better pay (in the longer term)
Resources I’ve found best to help establish whether UX is be a career path or not
UX Mastery (http://uxmastery.com/how-to-get-started-in-ux-design/) has some great introductory videos of people like me. I’ve really enjoyed reading these of late and encourage you to do so too! In addition, you’ll find they recommend loads of books too (http://uxmastery.com/resources/books).
Referred from UX Mastery, you can review (https://whitneyhess.com/blog/2009/06/30/so-you-wanna-be-a-user-experience-designer-step-1-resources/) to understand more about the career path
I love the Christmas season. A job done well means you’ve created a great Christmas campaign backed up with some type of ‘end of year’ sale campaign. Given the workload in November and early December to get these campaigns live, you find that it is actually easier to get two campaigns done in the same amount of time it takes you to get one out the door!
This time of year also means you’ll have a few days to shut the computer and merely swipe your smart phone at various automated reports confirming ‘things are trading well’.
It is with this, I am at my most pensive in trying to solve the common challenge – ‘How can I be better for the year ahead’? Is it I need to plan further in advance? Get budgets sorted ASAP so I know what I need to achieve both on expenses and sales? Knowing me, probably all of this and more!
What this state of mind does remind me is what I know worked well for me throughout the last year. It is here I pass on my knowledge. As we all love lists, here are my top 5 takeaways from the year that was.
- Dedicate one day to review the week that was
- Get a black book to document every random thought that could be used in your campaign
- Schedule a post-campaign review meeting with key stakeholders
- Make one process or part of a process more efficeint and dedicate time to do this each week
- Promote your work / life balance to your boss and fellow work colleagues
- Figure out when your brain is most active and slot in work accordingly.
I read this great book throughout the year called ‘Productivity Ninja’. It taught me to analyse when I am in strategy mode, reporting mode and when I’m a complete vegetable. As a morning person, I use the commute to review media then arrive into work actively thinking, ready for strategy.
These points are espeically relevant to me. At last count, I delve into over 8 traffic generating enviornments before even looking at the numerous on-site interactions. That is pretty exhausting to do in one day. What is better? Spend one day per medium? Analysing and creating strategy before moving onto the next one?
Just received one of those ‘did I subscribe to that’ emails. It was for Mighty Deals. One of those websites that is the the Groupon for fonts, wordpress themes and pedaling ebooks on the cheap. Not a bad idea.
If you are interested in Mighty Deals have a look. Pretty interesting and I just picked up a font for USD9!
Read this interesting article the other day from McKenzie consulting. It briefly spoke about results from a 20,000 consumer study to help define what they call, the ‘consumer decision journey’.
If you want to see the video that explains it (4:51) have a look at the McKenzie consumer decision journey .
Makes for a little more interactive reading. Specifically that the purchase decision is not as linear as once thought.