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Google and CPC Strategy Pt 1: ISO Campaigns

Google and CPC Strategy Pt 1: ISO Campaigns


Christina: Hi my name is Christina Berry,
and I’m an Agency Development Manager on the Google Agency Team based in Mountain View
Headquarters. Today I have the pleasure of welcoming Lew
Brannon, Senior Paid Media Manager at CPC Strategy, one of our valued agency partners
based in San Diego. Thank you for joining us today to hear more
about CPC Strategy’s ISO Shopping Campaign Strategy for Retail Brands. CPC Strategy is a premiere Google Partner
supporting clients such as Reef, Reebok, Dakine, and Invicta Watches. Today we’re going to learn more about their
ISO strategy, and how they utilize this approach to really achieve client success with shopping
campaigns. With that I’ll pass it over to Lew to introduce
himself. Lew: Yeah, thank you so much Christina, it’s
great to be here in Mountain View with you in the studio after working with you guys
for this past year. I’m glad to finally be here filming with
you, so thank you guys for having me, thanks to Google for hosting. Yeah, like Christina said, my name is Lew
Brannon, I’m a Senior Paid Media Manager at CPC Strategy. I’ve been with the company about four years
now, and prior to that I was doing paid search in the Travel Industry. But at CPC Strategy we really focus on retail
e-commerce, and primarily working with brands and re-sellers as well. but this video today we’re going to talk
about the concept of a retail brand that wants to acquire new traffic, so we’re going to
talk about brand versus non-brand, and specifically how that plays into our ISO shopping strategy. Christina: Great, so as you mentioned with
shopping campaigns and the shopping strategy with Google on AdWords it’s really important
for clients especially retailers to reach new customers and grow interest with their
brand over time. So tell us a little bit about, high level,
how has your team achieved success with your clients and what approach do you take with
shopping campaigns? Lew: Yeah, definitely. So Google Shopping advertising is a very competitive
environment, obviously and for brand that want to grow their traffic and grow new customers,
it’s a great arena to do that in and the concept of brand versus non-brand, it seems
pretty simple, obviously with traditional advertising on Google it’s easy to separate
out brand traffic from non-brand traffic on the text ad side, on the keyword side. But Google Shopping ads are different in that
you obviously don’t bid on keywords it’s all based on the product data in your feed,
so what we’ve tried to do is make it very easy to do this on Google Shopping ads, so
that you can segment your campaigns based on the query instead of the product. So to give you guys a little bit more detail
on that, think of the traffic that you were acquiring through Google Shopping, a search
that’s being done is either going to be people that know you already and they’re
searching for your brand, or someone that doesn’t know you and they’re just doing
like a generic, or what we call a non-brand search. So this strategy attempts to segment out that
traffic, which gives advertisers the ability to dedicate separate budgets for brand versus
non-brand, and that’s really at the heart of this. and we work with our clients to first
of all kind of understand what their budget is for new customer acquisition, what they’re
general goals and strategies are, in terms of acquiring new traffic and then we build
out these ISO campaigns or isolation campaigns that allow us to cleanly segment and separate
that budget, and have a particular strategy that goes after that new customer acquisition. and just to note, AdWords and specifically
Google Shopping is really well aligned to do this, although a lot of advertisers don’t
really realize that you can utilize it in this way, but it’s a great point to emphasize
that AdWords, and the tools within AdWords are really well aligned to help advertisers
reach those kinds of goals. Christina: Yeah, it’s really great that
you called out some of the AdWord settings, so there are advanced AdWords features especially
with shopping that CPC Strategy’s team has been utilizing, and we’re going to go into
a little bit more detail about how your team has setup that campaign structure, and I just
wanted to call out that you’re completely accurate on AdWords search campaigns. It’s very easy to separate your top performing
brands, and top performing non-brand keywords and set budgets accordingly. where shopping makes it a bit more difficult
at times is that you’re bidding on your data, your product data in the Google Merchant
Center feed, not on keywords, but Lew’s team and at CPC Strategy, they’ve really
utilize this ISO approach to use advanced settings and take it a step further. So tell us a little bit more in detail about
that ISO Strategy. Lew: Definitely, let me break it down a little
bit how ISO works. So within Google Shopping ad campaigns there’s
a setting which is called the Priority Setting. And the priority setting tells AdWords if
there are multiple campaigns that share the same products or that are linked to the same
product feed, which campaign should AdWords reference first for a given search, right? So the idea here is whereas traditionally
you target based on products, we’re trying to target the actual search that’s being
done, the actual search query, so we utilize that priority setting in a unique way we think. So the way that it works is, let’s say that
you only have one campaign currently, it’s your master Google Shopping ad campaign. In order to setup an ISO strategy you would
duplicate that campaign and then you would make one of them a high priority, and the
other one would be a lower priority, it could be medium or it could be low. And the high priority campaign, kind of counter
intuitively, but bear with me, the high priority campaign is going to be your non-brand campaign,
the lower priority campaign is going to be your brand campaign. So in the higher priority campaign or your
non-brand campaign, you’re going to take all of your branded keywords, probably the
exact match of your brand name, and any phrase match of your brand name, even your product
names if you want to list all them out. You build a negative keyword list of all your
brand terms, and then you add that as negative keywords in the high priority or non-brand
campaign. So your lower priority campaign becomes your
brand campaign. And the way that works in a real example would
be, if someone does a non-branded search, it’s going to go into the high priority
campaign first, which is your non-brand campaign. So immediately any non-brand search goes there,
all your non-brand search is segmented. If it’s a brand search, if it contains your
brand name, let’s say your brand name is Christina, if someone searches for Christina
Jeans, it’s going to try to go into that high priority campaign. Because it indeed has the highest priority,
but because your brand name is blocked there as a negative keyword, it funnels down into
the brand campaign, the lower priority campaign. So that is essentially how using negative
keywords and using priority settings in conjunction leads to this ISO structure, and that is a
basic explanation and there’s a lot of other ways that you can spin off of that and get
more advanced with it. But that’s the basic technological structure
of ISO and it works really great for brands. Christina: That’s so great to hear in greater
detail, we definitely agree that it is a more advanced strategy and it’s a creative approach,
and not the most conventional usage of priority settings that we typically see. So I wanted to ask for any ecommerce brand,
are they able to utilize the ISO strategy starting today for example, or are there any
criteria or requirements that should be met before taking this approach. Lew: Anyone can benefit from the ISO strategy,
in fact if you have a brand name that people search for and you have a Google Shopping
campaign, one or multiple Google Shopping Campaigns, anyone can benefit from this strategy
if you want to grow traffic, and you want to implement a more sound new customer acquisition
strategy, anyone can benefit from this. there might be a couple of criteria that would
limit this possibility for some accounts, if maybe you already have hundreds of different
shopping campaigns built out for some specific reason, maybe there’s a need for you to
segment your products by category or by season, and you have a really intense infrastructure
already setup, maybe it doesn’t make a lot of sense to duplicate all of those campaigns
and try to start with an ISO structure. But by and large anyone that meets those requirements
that I mentioned is a great candidate to start using this ISO strategy now. Christina: So it sounds like for anyone who’s
currently running Google Shopping Campaigns have a good amount of data and also have search
data from their search campaigns, they could gather that information and try to create
an ISO strategy. Lew: Yeah, definitely. If you have very low search volume, it might
not be worth it for you to take this approach, maybe you want to focus on building up your
searches and other things with growing your brand, but yes, if you have a Google Shopping
Campaign running, or even if you’re not running Google Shopping yet, but you have
a feed and you feel like there’s an opportunity for you to run Google Shopping, then this
is a very good strategy for brands and e-commerce retailers to utilize. Christina: That’s great to know. I think we can all agree that we’re only
successful in AdWords if we’re achieving our clients’ goals. So I would love to hear more about your clients
and the impact that the ISO strategy has had on your team? Lew: Definitely, so we have a couple of good
real world examples. one of my clients is Electric California Sunglasses
and Snowboarding Accessories, they had a goal to grow new customers and get more conversions
from generic searches, they previously really focused on branded searches primarily and
so year over year, in 2016 we actually achieved double, 100% growth in conversions from generic
searches. So all those are new customers that are finding
them through generic searches, and previously they weren’t really playing in that space. This approach has allowed us to be in play
for those searches. Seeing great growth with them. Another client Reef, Reef Sandals, they have
achieved kind of an opposite goal they had was to improve their efficiency, improve their
cost per acquisition, and using this strategy we’ve been able to hone in on segmenting
out brand versus non-brand and we actually have improved their cost per acquisition 40%
year over year on branded terms. So rather than having everything jumbled in
one campaign, we’re able to segment out brand versus non-brand. Able to really improve the cost per acquisition
for Reef which has been really good. So those are two examples, and another really
key thing to mention for the brands that we work with, is that this approach allows you
if you would like to take it to this level to monitor impression share for your branded
terms as well, which is something that is kind of hard to do or seemingly hard to do
for Google Shopping. But with an ISO approach you can actually
monitor the competitive metrics on your branded searches, which is really, really key for
the brands that we work with to be able to see where they stand in the market, in terms
of their piece of the pie or their impression share for their branded searches on Google
Shopping. And so that’s another benefit of this and
that’s something that all of our clients have benefited from. So yeah those are some good examples and it’s
definitely been a key part of our strategy and it’s been a successful strategy for
our brand clients. Christina: Thank you so much for sharing those
client success stories, it’s really nice to hear these stories firsthand about how
the ISO shopping strategy has impacted your team’s success as well. Lew: Definitely. And so if you want any more information about
ISO specifically, check out our blog at cpcstrategy.com, also go to our YouTube channel and look for
any video in the series AdWords for Retail Brands, and also if you just want to hit us
up directly feel free to contact us at [email protected] Christina: Thank you so much Lew and thank
you for tuning in.

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