All language subtitles for 2 - Ecommerce Campaign Structure

OK.

So this is the way I structure my e-commerce accounts in my campaigns.

Now I'll preface by saying that the key to a successful e-commerce account an e-commerce campaign is

promoting very specific products to a specific query.

This is true of all Edwards accounts but I think it's specifically true of e-commerce where you have

e-commerce sites with thousands and thousands of products and the best way to really promote those products

is to promote the long tail and get people who are looking for as specific a product as pop as possible

onto those actual product pages.

I think that's the best way to do it.

That's going to give you the highest quality scores it's going to give you the lowest CPC is and it's

going to give you the most amount of longtail traffic which is where the real value is.

All right so at the top level we've got search campaigns.

OK.

And these are going to use keyword targeting So you have your branded campaign right.

And then you have your top level campaign which would be earrings in this case we're talking about a

jury account because it's a simple structure.

So you have earrings.

Right.

That would be a campaign and within earrings.

You'd have an AD group for diamond earrings and as for gold earrings for men's earrings again these

are simple keywords.

This is the way I target head terms just simply with a regular search campaign.

Necklaces again you have gold necklace silver necklaces etc. etc. These are some examples.

OK.

And then I have a third will a third but another campaign.

So I'd have multiple campaigns if all the different product levels.

Actresses and the things are just too.

But then I'd have another campaign for best sellers.

Right.

And on these bestsellers I'd run very specific search terms for maybe the top 20 best selling items

and I'd grab those items from Google Analytics from my e-commerce data in there and I'd probably create

an ad group per product.

So a spag a single product ad group let's call it.

And I would take a bit of time to invest in those 20 different ad groups and I would have a very specific

ad to a very specific landing page.

Now there have structured this is that the red arrow goes from less specific to more specific and the

more specific we have the higher we're going to be because they're more important.

The longer term keywords and more specific Lannie pages as you can see so these Bestseller's of very

specific hybrid's longtail keywords so these would be at least three key words in them as well and they'd

run into specific Lannie pages.

All right.

Then after that I would have a dynamic search campaign.

Right.

And I have one campaign per product group so I'd have a dynamic search campaign for earrings.

OK.

And then this dynamic search campaign would use auto targeting.

And you explain in the next slide and to just target earrings.

So the structure would have earrings and it would have product pages in that you structure whatever

whatever the product pages are.

So that might be slash product.

It depends how your site is structured.

You look at the structure and build it up based on the site structure.

Same thing with necklaces.

The euro would have to have Nicklaus's and product in it as well.

So we're only pushing users to pages that are a necklace page and their product page on Nicklaus's.

OK.

And again those are very specific high bids longtail traffic.

So you want to remove anything less than three keywords usually.

All right.

And then after that we have our shopping campaign so shopping is essential essential for any e-commerce

account.

Very difficult to succeed in e-commerce without running a shopping campaign with products the way we

structure this is firstly we have a campaign called a catch all campaign.

This has no segmentation in it.

It simply targets all products on the site.

We put a very low priority setting in the settings and we bid low.

And the idea is that we we just want to make sure we're covering all products right and that we're not

missing out on any products and that our products have some kind of visibility.

The other campaigns coming in the shopping section are going to outbid and out prioritize.

We're going to show them rather than just a product for some reason didn't show in them.

We want to make sure it gets caught in the catch or the next level up is the product level.

So for example we'll have a campaign for Nicklaus's.

Okay.

And then this will include any products in the product category for Nicolas's and this campaign will

have a medium Purdey setting right which means it will out show the cattle.

And the reason is that we wanted to because we want to set a specific budget for Nicklaus's specific

budget for earrings.

We want a necklace product to be spent here because then we can compare necklaces and earrings and whatever

else we have all side by side and compare performance so we can compare our live performance on it.

And then third one third.

But the next one which is the highest priority setting is the best sellers.

OK so we grab the product ideas or the Skewes from whomever we have from Google Analytics or from your

client they might have some internal data on this and we set up a best seller campaign with high priority

and with the highest bids.

Okay this is the one that we want to spend most of our money on.

If we can we can segment that again into products or you can just segmented into item ID so that you

know you're bidding against each item id in the best sellers category.

The other thing I didn't mention in this product level one the way you separate it out is depends on

if you have a ready custom label set up for your different products or if you have them and the product

categories.

If you don't then it's important that you somehow have a way of segmenting that.

And again as you can see so each campaign is sitting somewhere along this kind of this funnel here.

Where are we going from high funnel for low bids just a win.

It's more awareness don't want to spend too much money because very expensive down to the product level

kind of page where we're trying to target actual products.

Even though it's shopping all your clicks will likely go through the product pages still best sellers

really should be where you're spending your money as well.

And also the dynamic search ads the actual product pages that's where you want to spend your money on

these two.