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(Video) Keyword Research for a business that wants to sell shoes online

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Andy Black

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Roli

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I recorded a quick video. I'm not an Google Shopping expert, but this is how I'd attack this.

Let me know what you think.

View: https://youtu.be/Uu8tCl_zwxg

Thanks, I like this Andy. Just a couple of quick points.

1. Would you say display ads are a good compromise to the shopping ads?

2. Your audio is really low, I had you at full volume and still struggled to hear some bits if there was any background noise in my room.
 

Ocean Man

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Besides what @Roli mentioned about "audio being too low". I believe for my older videos I either kept them at -20db or 20db, I don't quite remember, it's been awhile. I think the video was well made and informative, thank you @Andy Black
 
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Andy Black

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Thanks, I like this Andy. Just a couple of quick points.

1. Would you say display ads are a good compromise to the shopping ads?

2. Your audio is really low, I had you at full volume and still struggled to hear some bits if there was any background noise in my room.
1) I can never get Google Display Network Ads to work. It’s just not my thing. I prefer a system based on keywords where I can be specific about what ads show for, so we can then gather data cheaply at the start, then (try to) dial it in.

Google Shopping Ads are keywordless, but can’t be ignored for eCommerce. Even though I don’t specialise in Google Shopping, I’ve had great success with them for clients. I suspect this is because they run on the Google Search Engine so there’s actual search intent behind each visit to the website.

I’ve found on occasion that, once it has enough data, then letting Google bid to a Target ROAS for Google Shopping campaigns can work much better than the standard paid search campaigns I built by hand - to the point we turn off the standard paid search campaigns.

As always, monitor search terms for the Google Shopping campaigns and add negatives as appropriate. Especially look out for high volume “info-seeker” search terms, and consider sending them to a squeeze page instead of an eCom page.

Dynamic Search Ads can work quite well too - especially if you have a lowish budget for them and monitor the search terms for new “angles” and create new paid search campaigns out of them.

The only GDN campaigns I use are retargeting, and we typically don’t start those till we’re profitable with paid search campaigns. (Otherwise we’re potentially adding folks with poor search intent to our remarketing list(s).)

I’m sure there’s GDN specialists who love that style of campaign, and can make it work where I can’t.

@Tom.V is a Google Shopping specialist. Tom, when do you load up GDN campaigns for new eCommerce clients who are brand new to Google Ads?


2) Yeah... I spotted the audio was quieter than normal but only after I’d recorded the video. It’s been fine for years so I’ve no idea what’s changed. I hate this crap... I just want stuff to work technically so I can get on with it.
 

Roli

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I’ve found on occasion that, once it has enough data, then letting Google bid to a Target ROAS for Google Shopping campaigns can work much better than the standard paid search campaigns I built by hand - to the point we turn off the standard paid search campaigns.
Wow, interesting. That's definitely a good place to be.

Dynamic Search Ads can work quite well too - especially if you have a lowish budget for them and monitor the search terms for new “angles” and create new paid search campaigns out of them.
I'll have to get my head round that, possibly today.

.. I just want stuff to work technically so I can get on with it.
:-D Don't we all Andy, don't we all... :rofl: :rofl:
 

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