Original subtitles

‫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.