How to Turn Product Data Into Top-Performing PPC Campaigns

Episode Description

Competition in #eCommerce PPC is at an all-time high. Only the brands with the best optimizations will win.

Whether you’re new to running eCommerce #PPC campaigns or a veteran, this one is for you.

This panel covers: •

• Tips and tricks for turning product data into top-performing PPC campaigns
• The most important elements of the feed
• Tips for boosting shopping ads on Google
• Techniques for turning structured data into search campaigns
• How does the product catalog impacts retailers
• Measuring performance when you’re on multiple marketplaces and so much more

Episode Takeaways

Turning Product Data into PPC Campaigns: Utilize structured data from product feeds to create both shopping and search ads. This approach enhances ad relevance and can improve click-through rates and conversions by aligning ads closely with search queries.

Important Elements of the Feed: Focus on optimizing product titles, descriptions, and images to make them more appealing and relevant to potential buyers. Accurate and enticing feeds can significantly impact the performance of PPC campaigns.

Boosting Shopping Ads on Google: Employ strategies like adjusting bid amounts based on inventory levels or product margins. Use custom labels in feeds to manage campaigns dynamically, ensuring ads are shown for in-stock items and aligning bids with product profitability.

Turning Structured Data into Search Campaigns: Convert product feed data into keyword-rich search ads. This automation can create specific ads for each product, improving targeting and efficiency. It’s crucial to keep feed data up-to-date to reflect current product availability and pricing.

Impact of the Product Catalog on Retailers: Ensure that product catalogs are comprehensive and regularly updated. A well-maintained catalog helps in maintaining accuracy in advertising and reduces the risk of promoting out-of-stock items.

Measuring Performance Across Multiple Marketplaces: Evaluate performance metrics across different platforms to optimize resource allocation. Consider unique attributes of each marketplace and tailor strategies to capitalize on specific audience behaviors and marketplace rules.

Inventory Management and Ad Scheduling: Advanced feed management should include frequent updates to reflect real-time changes in inventory, especially during high sales periods like Black Friday. This helps in avoiding advertising products that are no longer available, thus saving ad spend and improving customer experience.

Episode Transcript

Frederick Vallaeys: Hello and welcome to another episode of PPC Town Hall. My name is Fred Vallaeys. I’m your host. I’m also the co founder and CEO at Optmyzr. So for today’s episode, we have a first time guest, which is always exciting because a lot of people have come back on the show many times, but we have a first timer.

And And the person is going to talk to us about feed management. And so we’re right here in the middle of Q4, we’re weeks away from black Friday, biggest time of the year for retailers. So hopefully everyone’s got their feeds ready, but let’s. Here are a few tips for the last minute optimizations and things you can still do with your structured data.

I think it’s also super relevant in today’s day and age where we’re looking at constraints on shipping, manufacturing. So what’s in your feed today, what you actually have for sale today may not be what you have for sale even a week from now or you might not expect to really get that container to arrive and now you have this stuff that you didn’t think you would have.

So what do you do at the last minute to get your campaigns ready? We also have a returning guest who’s going to talk to us a lot about marketplaces And retail media and so what’s the other side of ppc here? We tend to focus a lot on the google’s the microsoft’s the amazon’s but there’s a lot more stuff out there in terms of marketplaces And ways that you can advertise your products and basically get more sales So I’m really excited for this episode.

So let’s get rolling with PPC town hall

All right, so how to turn those products into profitable PPC campaigns that’s the topic of the day welcome everyone We have our two guests on right now But before we talk to them, I’d like to remind everyone that we’re doing this on a live stream And Joey welcome Glad to have you on from the beginning.

And hey, I don’t even have to say people already know what to do. Tell us where you’re calling in from. So that’s awesome. Jacques our new guest. First timer. Where are you coming in from today?

Jacques Van Der Wilt: I’m based out of Amsterdam in the Netherlands. Europe.

Frederick Vallaeys: Very pumped. Jacques from Optmyzr is here. I mean, I think Joey, you’re confusing things here.

This is Optmyzr that’s data feed watch. So we’re both CEOs of our companies, but we both work in the optimization space. So so yeah, Jacques, welcome from the Netherlands. Thank you very much. Elizabeth thanks for returning to the show. Where are you calling from today?

Elizabeth Marsten: Seattle, Washington. So, West Coast.

Frederick Vallaeys: West Coast. Yeah, at the start of this fall I was making two coffees for this show, and Jacques was complaining that I didn’t make him one, and I’m like, hey, Jacques, it’s five o’clock somewhere, I mean, grab a glass of wine or something. Elizabeth and I will do the coffee here. But are you having coffee?

Elizabeth Marsten: At T this morning, actually, normally.

Frederick Vallaeys: Well, I kicked caffeine at the beginning of the year, although I did have to have it because I was able to get back on the road to a conference two weeks ago. I went to Italy to speak at AdWorld Experience. So let’s talk about that maybe first. So, Elizabeth, I know you do the circuit quite a bit, right?

Yeah. Have you been anywhere? You’re going anywhere?

Elizabeth Marsten: So, Everything’s been virtual. My first in person is scheduled for the much delayed HeroCon 2020 22 now. Yeah, right? Hopefully in person in Austin, Texas. I, of course, have my reservations about all the things all the time, but I did travel recently for work a couple weeks ago and it was pretty seamless, so I have, I have high hopes to see folks in person and Choose the wristband of my color, whether that’s a red, yellow, or green in terms of like high, if we’re doing elbow bumps or fist bumps or high fives or whatever.

I’ll, it’s a, I think it’s an in the moment choice. Fred, you’re going to be a keynote, right?

Frederick Vallaeys: Yes. I’m opening it and I’m very excited to be after like two years of not seeing anyone just to have a little party. I mean, it’ll be so good to be back together. And so much has changed.

Elizabeth Marsten: Do we like for every, every, every speaker that opens their session with some comment about like how long it’s been since they’ve seen people or like you know, that were in person or anything like that pandemic, like you have to do a shot or something?

Or will the event be over by like 11?

Frederick Vallaeys: Well, yeah, exactly. Then it would be over by 11. And that’s the luxury of doing the opening keynote. Like I’ll say that. And then every other speaker is like, Oh shit, he stole my thunder on that one.

Elizabeth Marsten: That’s a very good point. You should run with that.

Frederick Vallaeys: And I’m thinking of ways to make this fun, right?

It’s like, this is not just another conference. And so much has changed in in Google and advertising. So we’ll definitely talk about that. I

Elizabeth Marsten: feel like you have to come up with like a killer icebreaker, like with everyone just saying it kind of like turn to their partner or somebody at their table for like 10 seconds, like take it out of the keynote and just be like, just some really great question.

And like something that it’s not like, what was you, you know, what was the thing that you bought yourself during the pandemic? Or like, you know, where do you work? Something, something, something really interesting. What was your most guilty pleasure like been shown during the whole time and it can’t and the answer can’t be tiger king because We’ve moved on so like oh my

Frederick Vallaeys: god during the pandemic.

That’s so long. It was

Elizabeth Marsten: technically here’s the

Frederick Vallaeys: question What is the plastic surgery you most want to do after seeing your own face on zoom for two years?

Elizabeth Marsten: That’s a good one That’s a good one.

Frederick Vallaeys: Yeah

Elizabeth Marsten: I’ll

Jacques Van Der Wilt: take i’ll take the feet.

Elizabeth Marsten: I’m gonna save it. I need it in january. I need that answer in january

Frederick Vallaeys: Jacques, what were you going to

Jacques Van Der Wilt: say?

I

Frederick Vallaeys: said, it’s a

Jacques Van Der Wilt: good question, but I’ll take the

Frederick Vallaeys: fifth. That’s acceptable.

Jacques Van Der Wilt: All right. So

Frederick Vallaeys: yeah, we got lots to talk about here today. So Oh my God. Leon wants to get rid of his whole head. Unfortunately, that is very sorry. Yeah, you will need your head. Okay. But so let’s jump into the topics here. So Jacques, you, you.

We’re one of these other great people who basically reached out and said, Hey I’ve got something to talk about. I want to come on to PPC town hall. So we’d love when that happens. But you run data feed watch. So tell us a bit about what you do and what’s new and feed management.

Jacques Van Der Wilt: Okay. Yeah. I’m running data feed watch.

So we we help 15, 000 online shops in in, in like 50, 60 countries to to create data feeds for any channel They wanna on. So, you know, there’s primarily Google, a lot of Facebook, lot of custom channels, lot of Amazon obviously, but you know, we have like more than 2000 channels. We have an integration with like more than 2000 channels.

And that shows, you know, the width of the interest of the retailer that you know, Google, Facebook, and Amazon are the big guys. But there’s so many other channels where a retailer can still make a profit. Actually I think that that’s one of the trends, the trends that we’ve seen, that even though the big three are getting big, bigger and bigger and bigger we see the emergence of all kinds of niches, you know, from you know, retargeting, affiliate networks.

You know, we don’t, which aren’t really new but are interesting. Alternatives, different ways to to get into a new revenue stream, but also very niche sites like you know, we just recently closed the deal with PICS, which is a. a marketplace for wine. So only wine sellers go there. We think we have like, I think three different comparison shopping engines in our system just for guns and ammo.

So this is very specialized. And so, you know, if you if you are selling Smith and Wesson or, you know, a very good wine, I’m sure you’re still Want to be on Google you know, or maybe even on Facebook and Amazon, but that’s where you’d go as well You know and and and our job is to help the retailer create those awesome data feeds because the feed is a foundation on on of every campaign regardless whether it is Big google big facebook or a small, Very

Frederick Vallaeys: interesting.

Elizabeth, talk about the proliferation of marketplaces a bit. You work, and then tell us a little bit about what you mostly focus on, because I think people don’t really know the shift that you’ve made. So

Elizabeth Marsten: I’ve made like, I don’t know, four career shifts probably in the last 15 years. So it started as a classic paid search, you know, Google, I remember Google analytics version 1.

8, you know, I still have my Yahoo advertising search ambassador certificate somewhere. But most recently I am now in retail media. So I’m working with Walmart, Target, Instacart, Kroger you name it. And so Jacques, to your point about proliferation, the answer is yes. So much. And so on average in this last year, I’ve probably spoken to about 22 different retailers.

And of course, Everything with that is, you know, contingent on the availability of the product, but also the product information. So as these retailers start to move more of their catalog online, that information being correct and everything, but also within those retailers, they’re expanding and making their own marketplaces.

So just yesterday, CNN released a story. about the partnership between Kroger and Bed Bath Beyond. So Kroger is now going to carry Bed Bath Beyond’s private label items on their site, which also has a third party marketplace powered by a platform called Miracle. And Bed Bath Beyond later also noticed in the CNN article that they will also be starting a third party marketplace on their website.

So it goes so, so much further beyond Amazon, beyond eBay and then You know, it’s it’s the digital endless shelf, right? So that’s what I do now. I call it job security

Frederick Vallaeys: There’s the digital shelf and then I went into a bevmo so for those outside of the U S it’s a, it’s a liquor store, basically wine store and at those entrances of the store, they were like, you can get your soap delivered in like less than an hour now.

And I was like, Oh, that’s sort of weird that they’re running ads. But then I go into the store and like half the store has been converted into like a convenience store. And so they’re using this physical retail space and rearranging it to basically, well, I can buy my soap there, but the real point is that.

the most likely items that you only get delivered. These local or very hyper local

Elizabeth Marsten: stores.

Frederick Vallaeys: Funny thing,

Elizabeth Marsten: BevMo was acquired last year by GoPuff. GoPuff is a micro fulfillment center’s get it to you in 20 to 30 minutes app essentially. So it’s out of Philadelphia. Forget what their valuation is I think it’s like 10 billion with a B.

They bought BevMo and Liquor Barn and then they have another outlet in the The EU and I can’t remember who they bought recently, but it’s all about micro fulfillment and being able to get it to you in that last mile. So in 20 minutes.

Frederick Vallaeys: Yeah.

Elizabeth Marsten: And alcohol has so many restrictions, so Jacques, to your point about the wine category,

Frederick Vallaeys: yeah, Jacques, where are you from? It’s good to have him. Guns and wine, and Jacques, should we throw in weed as well and a couple of other things?

Jacques Van Der Wilt: No, that would be a bit too corny from a guy from Amsterdam, but you know, we also have like channels that are specialized in kids clothing or in like vintage clothing or stuff like that. So yeah, it goes beyond the, the, the, the wheat and the wine.

Elizabeth Marsten: Yeah.

Jacques Van Der Wilt: But it’s so

Elizabeth Marsten: important, those attributes, right? Those are very different attributes between the two.

Frederick Vallaeys: Exactly. And that was going to be my question. So to what degree are retailers and marketplaces just adopting the Google Merchant Center feed standard kind of like what Microsoft did?

And to what degree do you have to think about new attributes? And to what degree do you, like, what are the most important elements to optimize? In the feed.

Jacques Van Der Wilt: Well, I, I did see an increase in a number of larger channels that that have adopted the the Google feed, you know, like Facebook, like right deal that, you know, there’s several of them but still the, the, the vast majority is still hanging on to their own to drone feces.

And I think that even if the feed requirements and the feed structure would be the same, you know, of your channel as, as Google shell. Then still for a retailer, it’s important to have separate feeds because, you know, on one channel, you do other stuff than on the other channel. You may have

Frederick Vallaeys: stuff like the headlines that they show might be different.

The title is a show. The length might be different or what’s, what are kind of the key differences.

Jacques Van Der Wilt: Yeah, no, actually, well, you know, if you’re on a niche site, you may, you may even consider putting on different images than on the more general search environment like, like Google. Title is the the biggest differentiator.

I would say that title, I think is first, you know, first of all, It’s the most important field in, in your feed, whether that’s Google or, or wine or whatever. You may want to differentiate that depending on your target group. The target group may depend on the site that you advertise on, but it’s going to make the difference.

If you If there’s a big match between your title and the thing that the consumer is looking for, you know, is Googling for, then Google is just way more likely to show your ad. And then and then if your ad is shown, your consumer is way more likely to click, you know? So the consumer says, I want to buy a Levi’s men’s blue jeans size, whatever, right?

And then if the title contains that Google will show it and the consumer is going to say, Hey, that’s my brand. That’s my size. That’s my color. Let me click that one. So you get a higher CTR. And once he made it this far, he’s more likely to buy. So tailoring that, that, that, that title is really going to help you with a triple whammy of more impressions, a higher CTR and higher conversion rate.

I think you know, it’s one of the levers, one of the visible levers that works best for you. To to perform well in, in, in feed marketing.

Frederick Vallaeys: And then, so when you have a clothing product like jeans and you have it in different sizes so I forget what they’re called, but you would basically have one product listing for each of the sizes rather than taking the one generic one and then making variations of that.

Jacques Van Der Wilt: Yeah, it’s called yeah, we call it the parent product. And, and, and, and the variance. So if we stick to apparel, yeah. Then the parent product could be the the, the, the, the Levi’s means blue jeans and the size are the different variants. And then if you advertise on some channels, like Google is very important that every variant is an individual product.

Whereas if you advertise on Facebook, it makes more sense to just advertise the parent product. Because you never know who the person on Facebook who was looking at your ad, what, what size he

Frederick Vallaeys: or she has. Right. The difference is that on Google, somebody searches and literally types in their size, whereas on Facebook, it’s maybe showing up in the feed and it’s more about, Hey, this is a cool new style of jeans that you hadn’t considered.

By the way, nobody’s wearing jeans anymore as far as I know. So

Jacques Van Der Wilt: yeah, that is the, that is the example. So you have to you have to understand what to do on which channel. You know, we also we enable every retailer to have an individual product for every size for every variant. We also enable them to merge all those sizes into an individual parent product that has exactly the attributes that you want it to have when it goes on Facebook or some other channel.

And obviously. That it’s, you know, if you have like different prices for the different variants that the one you sent to Facebook shows the lowest price. So those are like small tweaks that will help you do a better job on those channels.

Frederick Vallaeys: So what’s the most important thing that you’ve seen in terms of getting someone to click on a shopping at a product ad?

Is it the price? Is it the image? Is it the title?

Jacques Van Der Wilt: I’m going to have to say, I’m going to have to say image because this is like what 75 percent of the, of the space of any product you had. Right. So on one end, you know, obviously you need to get your images right. But you know, it also already makes a big difference whether you are showing the image of a sweater.

Or the image, you know, of a handsome guy like you, Fred, wearing their sweater. And, you know, whether it’s you or me I never distract people from the sweater, so we shouldn’t Or somebody else in their sweater. 92 percent of people are going to click the image that has the person in the sweater. The lifestyle images just perform much better than than Images of just bare products.

So, you know, that’s where you can get started. You know, it has got nothing to do with campaign optimization, not with data optimization, but boy, you know, check out your own shop and see, do I really like these images? Are they high quality? Do I have like, you know, the blue image for the blue product, or do I have a generic image, all the kinds of stuff, you know

Frederick Vallaeys: What you’re saying here, because I mean, Google is search and it’s always like about relevance and like show the exact product, but you’re kind of saying that there’s still like that lifestyle, the branding element that’s super important.

And that gets you to stand out from everyone who’s just focused so much on. Okay. In this spreadsheet, which is the right product that shows exactly what that sweater is like. We are saying like people like looking at other people’s faces and they want to. Be happy. Do you want to have a good time? And if they convert that sweater at that same time, like that’s the thing that makes them click.

Jacques Van Der Wilt: I’m, I’m, I’m sure that, you know, it doesn’t work that well for, you know, we sell fridges but yeah, in the case of the sweater it, it, it can make a difference, you know, there, there isn’t one single solution that That makes you sell everything, but the quality of the image and the opportunity for some kind of products to to make a lifestyle image is certainly a relevant, you know, and then title is next that I just spoke about, but we, we are all visual threat, you know, with people visually oriented.

Frederick Vallaeys: And then Elizabeth, I want to hear from you, but Jacques quickly answered this question from Joey about showing variants through data feed watch. So Joey’s asking whether data feed watch allows variants to be shown as individual products and then triggered for searches that have that specific variant in the search.

So he’s basically saying on Google, like you were saying, Jacques, somebody will type in the size of the product and then it makes sense to show that in the title. So would data feed watch automatically make individual listings for each of your different sizes?

Jacques Van Der Wilt: Yeah, the short answer to Joe’s question is yes, that’s exactly what we do.

You know, well, you know, probably it’s already the source feed the individual variants, you know, sometimes customers, they only send us parent products and then we like untangle them to make sure that you have all your variants. And then you give it a go. The other thing I’d like to add here is that.

Sure. You can then add, for example, the site, you know, that is the variant into your title. Sometimes, sometimes you don’t. Sometimes it’s there, but it’s not visible because it’s like, you know, further to the end of the title. Still you got to fill the size field as well. So even if it’s not in the title.

Google can see, ah, this is a size 38, so this is what the guy is looking for.

Frederick Vallaeys: Right. And so then the question also becomes how do you structure your title, right? Given that there’s usually so much you want to put in, but only part of it will show up. There’s a whole

Jacques Van Der Wilt: science here. So, you know, the it, it, it starts by saying gee, what would a customer be searching for?

You know, if you make it up, it’s not that difficult then again, you know, if you, if you read a couple of articles, you know, like on a blog, you’ll see that there’s, there’s best practices for for different categories of products. So the thing that gets even gets even further is that you stop guessing what a customer would be looking for.

You start basically checking out your search query record. To see, so, you know, we have, we have this example, you know, this, this, the zoo gear, one of the customers they’re selling like sports apparel and they’re selling like you know, baseball gloves and it was like, you know, the, the, the brand and the baseball glove and a few other things, and they were doing well, but then somebody dove into their search query report and found out that.

People that buy baseball gloves, they actually enter in their search query, whether they’re left handed or right handed, you know, whether it would be leather or or some other kind of material and whether it would be for them or for their kid, you know, and, and this shop never realized that. And then they started modifying the title to contain the material and left or right handed and what have you.

You know, that completely takes the guesswork out of what a title should look like. You’re just fulfilling the desire of the customer. You know what it is. And you know, then subsequently we have people saying, Hey, I got like 50, 000 products. I’m not going to do that 50, 000 times. No, of course not.

But you can start. You can start by looking at product level for, let’s say, the 2025. Are you bestsellers to do like, you know, a few dozen percent of your total revenue, or you just start by taking your most important product categories so that you’re able to enhance those the titles of all those products in this category and instantly.

You know, make a lot of, you know, get a lot of additional traffic because that, that is basically what, what it is about, you

Frederick Vallaeys: know, search terms reports to figure out how people structured our searches and then mimic that in the titles, and then use a feed management system, some rules based system to apply that at scale across many, many products,

Jacques Van Der Wilt: exactly.

And if you guys, you know at home, your office, if you have 50, 000 products and you’re afraid to get started, you know. Don’t be, because the, the, the key is in the starting, you know, no one’s going to ask you to finish this before Christmas, but if you just get started with a couple of things that matter, you will already see the difference.

And then if you, if you continue doing that for the next couple of weeks or months, you know, in the course of next year you know, you’re probably able to cover 30%, 50 percent of all of your products by, by making smart rules.

Frederick Vallaeys: If you can cover 50 percent of your revenue, even if it’s only 10 percent of your products, like that’s the thing.

Jacques Van Der Wilt: Exactly. Exactly. That’s how you’re being smart about it.

Frederick Vallaeys: Hey, Elizabeth, what what have you seen in terms of attributes optimization or feed optimization that that works well?

Elizabeth Marsten: So it’s the classic paid search answer of it depends, right? So if you’re D2C and you are the only one that sells those 50, 000 products, then, you know, you control your universe, in which case then it’s, it’s a matter of I think title is a big one, obviously from a search perspective, so it’ll, it’ll pop in.

But if you are not the only person that sells that particular item, then I lean more into what Jacques is saying about image, because now you’re competing with others in a visual search essentially, right? So what are the images that you’re showing, whether or not that’s lifestyle or whatever, and who are your competitors in that space?

So one of the things with retail media in the recent past that’s come up, Is that some of the retailers like Target and Home Depot sell space in their Google shopping feeds? So you are a brand that is in Home Depot and maybe you’re you’re on the site. You’re not in store Let’s say maybe you’re a drop ship a brand or something like that or you have a very small in store presence and you are not one of their their biggest brands so they’re not putting you in their feed You know on their own on their own free will You can pay to play So I can pay to be in Home Depot’s Google shopping feed for my cordless drill, of which there are 30 other varieties, but I can use that to boost it.

If I do that, and I also have a DTC site, well, I don’t want to use the exact same picture necessarily, right? Because now on the Home Depot feed, I’ve got, I’ve got the brand of Home Depot behind me. I want some differentiation. And then the question is, should I be selling with, am I selling against myself?

Honestly to be in Home Depot and the DDC or should I have a change in the assortment? So my answer on the variant always depends on Who else is selling it?

Frederick Vallaeys: And how does a company like Home Depot then allocate that space in the feed? Would they say we have space for one drill, two drills? Is it an auction?

You

Elizabeth Marsten: pay. So it’s part of a flight usually. So Target, both Target, Home Depot do this and there’s a couple others. So it’s based on usually like a monthly kind of thing. You can book it like a month at a time. It’s that dollar amount. You don’t control anything after that but you do list out what the products are.

There are they give you an estimate thanks to Google’s ability to estimate out how, how How many impressions and how much spend is needed for whatever length of time. And then you just do it and wait. And at the end you get a wrap report that tells you how many impressions and clicks and spend and attributed sales, both online or in store.

Frederick Vallaeys: And so is this only available to vendors that already have a relationship with Home Depot, with Target, where they sell those products and then they’ll come to You either

Elizabeth Marsten: have to be in the store or online in some way, because the transaction must take place on target. com or homedepot. com, right? So in the Google feed, the URL.

Will the product listing ad will direct to that retailer’s product listing page, right?

Frederick Vallaeys: So there are two things here one where you can say hey, I So I can go onto amazon and basically list my product in their marketplace I can do the same thing on target, but that doesn’t mean my product is physically available in a target store, right?

So so that’s one option. So that if I go to target. com i’ll find that product which i’m then shipping but then target also has its own feed that they give to google You And that’s got the Target brand behind it for online searches. So these are two different things, it sounds like.

Elizabeth Marsten: Correct. So you can do it.

I can be a Target Plus Marketplace seller and have my product only bought on Target. com. But then I can work with Target Roundel and say, Hey, my product isn’t currently being included in your Google Shopping efforts. I’d like it to be. Here’s some money and then that they do it for you.

Jacques Van Der Wilt: That’s great.

It’s, it’s like, it’s like almost a perfect equivalent of, you know, what used to be common practice in any physical store, like 20, 30 years ago, that you’d be a manufacturer. You go to, to target over there, you know, I want you guys to sell my products, you know, and you make a deal on how much margin price and what have you.

And then the, the, the target guy goes, goes back to you and says, Hey, Would you like to do some in store advertising? Basically, and it’s funny is this is something I’m working on for the next two years is that’s the way it should work But the way it works today is the the merchant or the buyer does not sit within the media team So the all these retailers that have these different media teams, so roundel walmart connect Lowe’s just launched their one roof.

Elizabeth Marsten: Home Depot’s Retail Media Plus Walgreens WAG, Walgreens Advertising Group, Ulta has one. They all have these sub agencies within that handle just the media, but they talk to or sit next to the buyers, but they are not integrated. So that is, that is where I see in the next two years for retail media, where we have to get, because if I spend 400, 000 promoting a product, you know, on this retailer’s website, online, off site, social, whatever, and then the buyer comes back and goes, well, thanks, that was cool, but sales were, you know, whatever, like, there’s, there’s a disconnect there.

Jacques Van Der Wilt: Basically, Elizabeth, you know, I think that there’s, there’s a clear link with what I said in the beginning that, you know, you have like Google, Facebook, Amazon, and then any retailer who wants to sell us stuff, we’ll, we’ll, we’ll go there, but then also end up going to MOC or to picks or to, you know kids clothing.

com or whatever. But they should also consider that there’s another. Type of channel out there, which is retail media, media, where, you know, again, there’s an audience that they can cater to, that they can advertise to. And I guess that’s, that’s how your retail media story story fits into the total, right?

Elizabeth Marsten: Yeah. And, and then, and then there’s that, there’s that piece. And then there’s the, all right, so again, that brand is DTC. Maybe they also have a DTC site. So, you know, what, what are the, what are the products that they’re sending there? Are there exclusives? Is the information, you know, accurate? So when we think about like the Google, like the knowledge panel and like the product information that populates in there, where is it coming from?

Are you claimed in manufacturer center? Can Home Depot, you know, Information override yours. Absolutely. That’s why you should do your Google manufacturer center. If you are the brand all that kind of stuff comes into play, but the larger the org at the brand, the easier it is to say than it is to do.

Jacques Van Der Wilt: And, and the other thing that gets added there, I guess, you know, I’m asking you Elizabeth, is that you know, it goes back to, so what are the attributes that are relevant for selling yourself? Well, it’s price, you know, you have the image, you have the title, you have the price. But you know, I guess there’s no reason for me that to sell, to sell my products at, you know, for the same price via Google or.

Here’s another

Elizabeth Marsten: fun, fun thing I learned about the product content. So you’ve got the, there’s the feed that you will work so hard and do so nicely and, and, you know, online will look great, but then if you’re, if you’re a brand on the retailer backend, the question is, has the retailer upgraded their systems enough?

To speak to that because you have some pretty legacy retailers out there that have some product catalogs and some relationships with brands That predate the internet. I mean we’re talking like 50 years, right? There’s there are brands that have been in the walmart stores for 50 years i’m pretty sure i’ve seen a couple of the catalogs.

That those were originally off a dot matrix printer somewhere in the 90s. Like there, there’s some definite legacy information that has persisted in the system. So what I would say is new brands or digitally native brands have a advantage here for clean product data and so if that’s you you know Definitely do that investment and and keep it up because it might proliferate for 50 years

Frederick Vallaeys: Hey, I want to get to a question, that was asked here by paul it was about like in the attribute if you have a A lesser known brand, would you lead with a brand?

And I’m going to say no, but I want to hear from you Jacques, but I also think it speaks to the broader question, right? So if you have a brand that’s not as well known, but you now have the capability to piggyback on a bigger brand like Home Depot, like Target, like what’s the advice on that? And have you seen brands?

And this is very common on Amazon, right? I mean, there’s like all these crazy sounding brands nowadays, and they often make it sound like a brand you actually know. So you’re like, wait, is that, is that the one that’s actually good? But like, what strategies have you seen for starting out with a brand that’s not known and building it into something like like an anchor or an hockey, which are now big brands on Amazon?

Jacques Van Der Wilt: Yeah. Well, yeah, if you’re piggybacking on a known brand, that’s a different story, of course, but yeah, if you, if you sell stuff with an unknown brand. You have to realize that the first part of your title is actually going to be visible on the page. So that is the most relevant and expensive piece of real estate in that product listing ad, you know, in the product ad.

And so if you put your brand there that no one’s heard of, you’re sort of wasting that piece of real estate. So then Put it in the back that there may be a better off putting your product type first, because after all, people may be looking for a brand. People may just be looking for a product and they’ll still be triggered by the fact that, you know, the image shows the kind of product that they want.

The title shows the product that they’re looking for. That just doesn’t have to be a brand or the brands at the end. If they click it, they’ll go. But I’d say Paul’s got it spot on. If you have a branded product and it’s an unknown brand, put it at the end. Yeah. Outside of you is still in the title.

And you know, if you’re selling Adidas sneakers, you know, by all means, put it in the beginning.

Frederick Vallaeys: Have either of you seen any studies to what degree lesser known brands have started taking away space or volume from better known brands because of the. Ease of you know, selling stuff online and all of these marketplaces

Elizabeth Marsten: Yeah, absolutely.

And mostly it has come down to inventory, right? So if the Well better known brand or bigger distributor or whatever is out. Well it goes it goes to the next so We call it losing the buy box and i’ve seen Many a mega brand lose the buy box and it could just be from a distribution capability. Like they just didn’t have the inventory Sometimes it’s the brand, you know, it’s really hard for brand to be in 45 places Well, so there are some places that and for every single product and so there may be some products that slide Slide down and a third party jumps in there and it is it absolutely happens

Frederick Vallaeys: let’s talk about that a little bit more in the context of the supply chain and all of the issues we’re seeing right now and Sort of the uncertainty around black friday.

So so I read a blog post yesterday That’s basically saying listen, you might have run a promotion for all of cyber week But now your product might actually run out after three days so how much discounting are you going to do like how do feeds play into? You making sure Google doesn’t show your ad and run up a bill for you, but you can’t sell that product.

How do you sort of backfill? How do you put in related products? I know there’s a lot there, but like starting thoughts on this, Elizabeth. Yeah, well, you know, the the, the, the, the field that’s very important here and it, you know, it may sound too obvious and too corny, but you know, Google and many other feeds have an availability field, you know, or other channels have a quantity field.

Jacques Van Der Wilt: You just, you just need to make. So incredibly sure that that is always spot on because you don’t want to sell stuff that you don’t have. So, you know, first worry about that is your availability field always up to standards is always correct. And then make sure that your feet gets updated, you know, your feet get updated by your shop, but also that the channel that you’re advertising on gets, gets an updated feed, you know, at least once a day.

And if you have high turnover, make sure you do twice a day, you know, 20 times a day. Every hour doesn’t matter but that’s going to make a huge difference.

Frederick Vallaeys: How quickly does Google pick up your changes based on experience?

Cause you said it’s not really that relevant, but a couple of times a day. So is that to do with how frequently Google picks it up or?

Jacques Van Der Wilt: Well, first of all, Google is not going to pick anything up more than twice a day. You know, if you’re, if the GMC fetches your feed, you know, which is still the case for most of the merchants, you know, Google will do that once a day for the full feed and then an update feed with availability and price.

Now, a second time, a larger advertisers often have an FTP connection and they, then they can update as often as they want. I think same goes for if you have the the GMC API connection. So if you have a high turnover and you do need to refresh your feed several times per day I would advise you to get an FTP connection.

And you know, for example, we’re too like benefit watch we can download your feet. X times per day, you know, up to every hour then generate an updated Google feeds, you know, if we go with Google as an example you know, every hour, and then FTP is straight into your merchant center right away.

So it can be fully automated. It doesn’t, you know, most customers don’t need every hour.

Frederick Vallaeys: But it is something that’s changing now. With black Friday and sort of the velocity of sales that we might see. So it is now maybe a good time to put this in place for advertisers that have historically not needed it, or do you think it’s going to be fine?

Jacques Van Der Wilt: I think everyone should always consider this and and we do have clients that actually increase the number of let’s say feet refreshes on a daily basis during the black Friday period, you know, and then they, they bring it down to a lower frequency. In, in, in the new year. I’ve seen,

Elizabeth Marsten: depending on the marketplace, I’ve seen the inventory feed updates go as fast as five minutes, which is about as fast as most of them will accept it.

So you don’t, it, I mean, it depends exactly on what you, how many, how much inventory you have of what and how many places you’ve listed it. So one of the things when I used to work in my previous role at commerce hub that we had, You know, that was, that was what we did on the, on the feed side was inventory management was so key and you had to have buffer stock for each one of these channels.

So if you are listing that same item on four different marketplaces, it is absolutely crucial. that anywhere that no less than, I mean, 15 minutes is about as long as you want to go during those high periods. If we’re getting an inventory pushed update, because if you sell out and the item goes out of stock and you have to cancel the order, then that goes against your seller score.

And so you can only handle so many dings in that period before then they begin to suppress your listings in organic search. And then that becomes a very expensive problem in advertising later and, or just So we had one client that had one big gigantic bucket of inventory. They called e commerce inventory and there was probably about six different retailers, including eBay that was decrementing from that bucket.

And so that’s why it was so key that we were able to do it fast enough. And then there’s some, there’s some of, and then we had to have safety stock, right? So you have inventory buffers on a per Product, even to a variant level, because some sizes are more popular than others. Right? So let’s say size eight shoes in women’s is like the most, I think it’s the most common size.

So you have a higher buffer for that versus say like size five, where you can take a little bit more risk.

Jacques Van Der Wilt: There’s, there’s another thing you can do, Fred, when it comes to, you know, if you worry about your inventory. So let’s say you’re gearing up now for the for, for black Friday. And and so.

Let’s say the second container didn’t arrive, right? Or still like floating out there in LA. But anyway, you know that You’re going to be limited on stock on a number of items that maybe you’re going to put on sale. So actually, you know, you think like, you know, I have like this product, I have like a hundred items.

I have to put it on sale. I could probably sell it like 200 times. But now I’m not sure, you know, what are you going to do? You could even, you can even do stuff like, you know, again, if I take Google as an example, So let’s say you create a custom label to to bid more on an item that that you, you know, you think you’re going to sell easily then you could make that dependent on your inventory.

So the custom label could be like, you know bid 10 percent more or something.

If the quantity is still like, you know, over 50, but it gets below that, you know, you withdraw the custom label, basically you’re lowering your bid. Elizabeth, where are you?

Elizabeth Marsten: To your point about inventory and whatnot, as we get into December, so like bidding strategies. So one thing that I’ve been looking at in the last couple of years is that Tinuiti does a benchmark report every quarter.

And obviously the key for benchmark report is. always neat because one of the, one of the graphs that I like to look at is where spend starts to drop. So Andy Taylor, who’s our VP of research, he puts together these reports and puts them on a recorder and we have nerd, nerd discussions about like what it means.

Frederick Vallaeys: He’s awesome. You should

Elizabeth Marsten: have him back.

Frederick Vallaeys: Yeah, I know. He doesn’t

Elizabeth Marsten: always like, he doesn’t raise his hand. You have to go find him. But and then Mark Ballard now does the Google report for us as well. So anyway, should have those two guys. But one of the things that I’ve started to overlay is when Amazon advertising spend drops off in December and when Google shopping spend drops off in December.

And obviously, as you start to hit that free shipping window, that’s when you start to see the Amazon advertising drop off a little bit and spend because we can no longer hit that two day guarantee, right? So there is no longer that it’s going to be there by December 24th. And of course, this year with.

Inventory constraints and shipping backlogs and all of that kind of fun stuff. I have I’m curious to see if the google shopping spend will shift as well So usually doesn’t go it goes down, but it doesn’t go as far down as amazon and a lot of that has to do with and this is where I would say for anyone With in store presence or ability to fill quickly or locally Those three days leading up to the 24th as as the online Online In a sense fails because they can no longer get it to you fast enough Is there opportunity to up bids in places like in with google local inventory, right?

And so you’re going to see the retailers really pick up at this as well because they have their own google shopping local inventory feeds you’re going to see the local fulfillment coming through from like instacart from shipped Remember instacart can can bring it to you from 400 different retailers from Best Buy to, to, to groceries, to, to Ulta Beauty, like you name it, they can bring the thing to a GoPuff where you’re sitting there on Christmas Eve and you realize that you’ve forgotten so and so and you know what, they just need a six pack of something.

And so you can have that brought to you in 20 minutes. And they, of course, all have advertising options. So that’s why I would start to look at if you have any kind of local capability that week, that could really be your week to shine.

Frederick Vallaeys: Well, and this is like one of these big questions for me too, like how much are we going to be discounting for Black Friday versus what you’re talking about, which is like the fact that it can be delivered very quickly.

And when it’s, the other thing that’s nice about local delivery is like, even if GoPuff or Instacart fails, like they still told me, Oh, well it’s coming from the Safeway, which is a mile away. So Worst case scenario, I’ll go get it. Whereas with Amazon, it’s like, okay, well, the truck’s not there. Like I’m standing on the street waiting because like, we’re about to open a present and it’s still not there, but they say they’re 10 stops away.

You can’t go to that truck. And so I’m just really curious, like in terms of messaging, like what’s the value prop. For consumers because it’s always been about free shipping and price has been a big deal But like is that gonna be the same this year or is it gonna change?

Elizabeth Marsten: I mean, I think it’s gonna be the same because here’s the thing amazon They’re beast and they they know this is coming.

Like they’ve been knowing it’s coming forever. I mean home depot costco and I want to say it was Walmart was the other one, rented their own container ships.

Jacques Van Der Wilt: Yeah, Target, Uber, right?

Elizabeth Marsten: Yeah, and so it’s like, okay, well, if they’re doing that, and Amazon has their own airplanes, like, there, there’s, I don’t think it’s going to be that much of a crunch.

It’s not going to be, I get that, I get a question asked a lot on the news circuit, which is kind of like, you know, Is retail media going to take Amazon dollars? And the answer is no. I’m sorry, it’s not. It just isn’t. Amazon is just too good right now as it is. Retail media is too young. Where the value prop is, is don’t forget about stores.

Like, there’s still, there’s still product physically sitting on a shelf somewhere. I mean, was it that Schwarzenegger movie, Jingle All The Way, where you get like, he drives around town like crazy trying to find that toy? We can relive that 80s moment if we’d really like to but there is physical products sitting on shelves That is attainable.

You you can go get it. It’s okay

Frederick Vallaeys: It helps if you’re big and buff like schwarzenegger you can yeah, and you can

Elizabeth Marsten: punch people out as you’re as you’re going through the store, but you know, I don’t think amazon’s going to I mean, they’re still gonna have a really great year, and we’re still gonna be able to get probably 90 percent of whatever it is or an equivalent, right?

So the, again, that, that point about the brand, right? As, as we get closer to the wire, no one cares what the brand is. They care, does, is it, is it a radio car that the three year old wanted that they can throw against the wall? They don’t, they don’t care where it was made or what Costcos,

Frederick Vallaeys: the Walmarts, they’re going to be fine.

The Amazons. But what about those people who, during the pandemic, put up a Shopify shop? I hope they’re fine. Plan ahead.

Elizabeth Marsten: Plan a lot ahead. I mean, that’s a local pickup angle, too, or delivery, right? So if you are able, so there’s some for example, like, food based, right? So if, like, you make cupcakes or macarons or, yeah, baked goods or whatever, I there’s a few folks that I’ve seen do like they sell it through the Etsy shop or their Shopify store and they’re like, if you’re in this general area, I will just drop it off on your front porch.

You know, it’s like a 20 mile radius.

Jacques Van Der Wilt: I agree that the value problem doesn’t really have to change because of the, you know, the shortage, if you will. What I do suspect, you know, trust me, I don’t have any evidence for it yet, but I do suspect that, that a lot of consumers will be sort of alarmed by.

You know, the fact that some goodies won’t make it on time and they may be inclined to start their shopping earlier to be ahead of the game and make sure that they get the goodies before it’s sold out. And you know, if, if that is a scenario that may unfold, then every retailer, especially the smaller ones should make sure that they are ready.

On time, you know, they do not still struggling with stuff the day before black Friday, you know, they should be up and running like one or two weeks before, at least to be in the game on time. And that may actually make the difference. And that may be one of the ways where a smaller retailer, you know, that’s not called Amazon target may still be able to sell out.

Before Christmas.

Frederick Vallaeys: And then be ready for monster returns. And when you do value and conversion reporting to Google, figure out a way to report those returns because, Hey, I find myself buying everything I can right now. And I’m like, I just, I just want to have choice when I actually want to make the decision and there’s such generous return policies right now.

Elizabeth Marsten: That’s a real problem actually, like for, for our industry in general. Right. Cause it’s a, it’s a huge. Costs suck eventually that we can only sustain for so long. So eBay has partnered with Optoro and Block and so they’ve, and Target. And one of the things they’ve started to do is, it’s kind of like, you know, when you would go to the storage wars where you bid on the storage, like the storage unit, and then you’re like, you open it and you’re like, boy, I sure hope there’s some good stuff in here I can do something with.

It’s kind of like that. It’s, so Target’s returns packaged in a big pallet and they pay, they bid and they, they buy the pallet. The eBay seller. So these are established eBay sellers that buy the pallet of returned goods, essentially. Usually it’s at least organized in some sort of category. It’s not like all just thrown in there and it’s just like a total mess.

And then those established eBay sellers take those items and, Relist. Do they even open the packages when you return them or is it just like, oh, here’s the box. We hope that there’s a bunch of DVDs in there. My understanding is it’s an, it’s in saleable condition, but it’s not, but the, the retailer does not have the infrastructure or the time or the people to like repurpose these items.

Right. And it’s just so wasteful. And it’s a complete monetary loss.

Frederick Vallaeys: Yeah, well, at least it’s better than like I always wonder right when you send stuff back. Does it just get burnt at the dump? But you hear stories like that, right? Yeah,

Elizabeth Marsten: it’s

Frederick Vallaeys: it’s awful Yeah hey, there’s one other topic we should touch before I let you like give your final topics but turning your structure data so turning your feed data Into something more than just product ads, right? We’ve talked about product ads, which have images and price points, but can you use this data as well to build out keywords ads?

And if so, like is that something you want to do? You recommend?

Jacques Van Der Wilt: Absolutely. I think one of the statistics I want read is that if you, as a, as an e commerce retailer, you have a Google shopping ad and then you have a Google text that’s on the same page, you know, you’re dominating and and visitors to that page are 90, that’s nine zero, 90 percent more likely to click their way to your store.

So there’s certainly something that is that, that is interesting. What I see a lot is that you know, in the old days, everyone was doing text ads and now slowly everybody that has moved, moved into Google shopping and moved out of Texas, because after all, Hey, it’s way more cumbersome. So what we advise our customers is to basically.

Return to text ads, but in an automated fashion. So we offer a feed driven text ads where you create a data feed specifically for a text ad campaign, and then this campaign is generated automatically. You know, you, you take an hour, maybe two to, to tweak everything. And you’re using using the, the attributes from your feed. Using the title basically to create long and short tail keywords and using the fields that you see in your feed to create those text sets. I mean the actual edge, you know, our system is simple. You just drag your title into headline one, and then you type, you know, for only, and then you drag the price field in and it says for only $19.

And, and the beauty of it is that not only does it you know, it’s low maintenance, it’s, it is, it doesn’t take you that much time to create it. It’s updated automatically and you can make sure there’s never outta stock products in that feed. And therefore, yeah, you’ll finally stop advertising. Out of stock products with, with, with text ads.

But the most beautiful thing about automation is that you can actually create a unique ad with a set of unique keywords for every single product. Something that you’ll just never end up doing when you do it manually. You know, go back to the guy that had 50, 000 products. No way do that. But now, you know, where he’s like 500 or 50, 000.

He can set it up in a matter of hours and have a complete campaign with unique ad groups, text ads, and keywords

Frederick Vallaeys: for every product. So you can use data feed watch to do that. Optmyzr has a solution that does that as well. It’s called Campaign Automator. We’ve got some case studies published on the side.

So you know, all very good points, Jacques, obviously why you would do this. But in terms of CTR, we see dramatic lifts in CTR because your keywords are now that much more relevant to what the ad actually says.

Jacques Van Der Wilt: But more

Frederick Vallaeys: importantly, the cost per acquisitions also come down, right? Because you get better quality scores, so Google charges you less for those clicks, and then.

Your landing page is actually the right one. So conversion rates just go up. Everything falls into place

Jacques Van Der Wilt: basically. What? Everything falls into place. You know, it all comes together and it gets you like, don’t, I had this case study that he used to do presentations that, you know, here’s this customer. And that was using our feed driven text ads.

And then, you know, I stopped using that one. You know why? Because the, the percentage increase in conversion was so high that I, I was afraid that my audience would find it incredible, you know, and they call me out, you know, that’s the Dutch guy. He’s bullshitting, you know, it can be true. It was true. I just took something that was more moderate, but you know, and obviously, yeah, not every retailer is going to get like a 250 percent increase in conversion rate. But some of them do it’s possible because you know, it has the potential.

Frederick Vallaeys: Yeah, it depends where he came from, right? I mean, so if you had a Team, like maybe one of us on the call managing it manually and then you shift to automation Yeah, you’re still going to get benefit and you have to do far less work, which is nice But you’re not going to get those same boosts and that’s fascinating too because I think a lot of people nowadays They just do their feed they set up a smart shopping campaign Which is like super minimal in terms of what they even think about.

And Google recommends it and we recommend it, but even with a smart shopping campaign, like have multiple campaigns with different targets, for example, based on the margin of your product, and you can use labels in the feed to like allocate things to the right campaign. And you can have those campaigns like re shuffle as your margins change, right?

You can use tools to do that. This But yeah, I mean, so you go from people who are really hands off with smart shopping campaigns to all of a sudden getting into creating keywords. So it is helpful to have a nice templated structure that forces them to do the right thing.

Jacques Van Der Wilt: Exactly. Yeah. No, I can, I can totally recommend it.

It works.

Frederick Vallaeys: Have you seen anything like this, Elizabeth, or what’s your take generally on running as many channels as you want and even like in terms of marketplaces, right? Like,

Elizabeth Marsten: well, I mean, it’s

Frederick Vallaeys: usually be on.

Elizabeth Marsten: This structured data, these campaigns, these new keywords, everything, it’s content, right? You can reuse that content on product detail pages.

Hey, what if, what if SEO matched what you were doing? Wouldn’t that, wouldn’t that be something? And then you can also use it obviously in the seven other places you are. Social can also be beneficial there. Some of the, just like keywords, like what are the, what are the things that people search for?

Like what might queue them up on social? It may be the same, may be different. Maybe people search for. a problem, you know, and your product is the solution. Can you reuse those kinds of terms over in your social? And then a kind of piggybacking on that even further, your email campaigns and, or if you have like a micro influencer campaign or something, or you’ve got someone that’s like pushing something for you or going to tag it, like how do they describe it?

How do they describe it in a way where if someone were to read that post and like, Not act on it, but want to recall it later. What do you want associated with it?

Frederick Vallaeys: Yeah, so thinking even beyond the paid channels, SEO, I love that. Well, good. Hey, we’re pretty close to the top of the hour. So let me give you each a minute to talk about something that maybe we haven’t touched on that’s really important, or just tell people where to find you, how to get a hold of you.

Elizabeth, why don’t we start with you? If people want to know more about Tinuiti, where do they go?

Elizabeth Marsten: Tinuiti. com or you can we have so much content that I would highly recommend that if anyone wants to know any about the benchmark reports that we have for Amazon, Facebook and Google, but within each of those also there are additional pieces.

So for the Amazon one, we also now have Walmart insights and for social, for Facebook, we now also have Pinterest and Snapchat. So I would definitely recommend. Checking those out. And then it’s free. It just cost you an email. And I promise we don’t spam you or call you or do a bunch of weird stuff. And then you can find me at HeroConf in January, hopefully in Austin, or I’m on Twitter and LinkedIn.

And actually in a couple of weeks on the 17th, I’m scheduled to be on the eMarketer podcast, I mean webinar and podcast. So. Nice.

Frederick Vallaeys: So yeah, follow you on Twitter and then you’ll post all of that there, I’m sure, right?

Elizabeth Marsten: Oh,

Frederick Vallaeys: yeah. Jacques, what about you? How do people find out more about Data? Feed Watch

Jacques Van Der Wilt: data feed watch.com.

Easy enough. And like Elizabeth, I can recommend a block where you find tons of stuff. About how to optimize your data feed. You know, if you give me 30 more seconds, Fred, you know, I’d like to mention a couple of things that we didn’t touch upon, but I think are crucial to mention in terms of data optimization, you know, no matter how fancy the custom labels are that we spoke about and managing on gross margin.

The most important thing is that the feed is your foundation. So first make sure that your feed is complete. and accurate. Give as much data as you can to Google and make sure that it’s all correct and that nothing is missing. That alone is going to make a big difference. The other thing that is a differentiator is don’t, don’t advertise all your products, you know, think about what are my profitable products?

And if products are less profitable, you know, let’s just not advertise them, let’s exclude them from the feed. If half of my sizes of any shoe is sold out, let me stop advertising for it because it’s got a lower conversion potential. As you know, as an example, you can do that with a fee to like that. If it works, the thing that I’d like to close off with is there was this one item in every product that we didn’t touch upon and it is price. And you know, it goes to the previous topic. What are you, what, what are you not going to advertise in order to maximize your campaign ROI? It is the products where your price sucks. So, you know, if you use price watch, which is another service that we offer you can actually see who is bidding for the exact same products that you are selling at what price.

And then, you know, if your price is like 15 percent lower than the nearest competitor, then, you know, either raise your price or, or or lower your bid because you can afford to. And if it’s the other way around, just exclude those on prefer on unprofitable products from your feed. Stop advertising them and spend that buck on products that turn you the biggest profit.

And with that you’ll have a super black friday and a very merry christmas And lots of profits

Frederick Vallaeys: and not just a good row ass because row s doesn’t matter good. Well, this has been a great session both of you. Thank you for coming on and sharing all your wisdom Like Jacques, I mean Jacques should have really wrapped it up here, but super happy black friday You I’m going to be going back to Europe, so find me actually in Amsterdam at Friends of Search in two weeks from now.

I’ll also be at Friends of Search in Brussels, and I’ll be at the UK Search Awards to present some of the awards in London on November 17th, November 16th. Brussels, November 17th. So I’m excited to go back to Europe. Hopefully I don’t get quarantined, but even though I’m triple vaccinated with a positive test, look forward to meeting a lot of people in person there and then we’ll be back with another PPC town hall in December.

Elizabeth, Jacques, you’ve been great. Thanks so much.

Elizabeth Marsten: Thank you. Happy Q4 everyone.