In May 2012 Google announced the arrival of Product Listing Ads, the precursor to Google Shopping. Here is an intro to PLAs with some tips on how to structure your PLAs.

1. @ChristiJOlson
Google Product Listing Ads
Christi Olson
Sr. Search Manager
Harry & David

2. @ChristiJOlson
May 2012: Google Announces
PLAs

3. @ChristiJOlson
PLAS Impact on Comparison Shopping
FY11 FY12
FY13
570%
Growth Y.O.Y
-49%
Growth Y.O.Y
157+%
Growth Y.O.Y

4. @ChristiJOlson
Did the Sky Fall?
*Indexed Revenue across Google Shopping vs All Other CSEs

5. @ChristiJOlson
*Indexed Revenue across Google Shopping vs All Other CSEs
Did the Sky Fall?

6. @ChristiJOlson
*Indexed Revenue across Google Shopping vs All Other CSEs
Did the Sky Fall?

7. @ChristiJOlson
PLA: Comparison Shopping or
SEM?

8. @ChristiJOlson
Hybrid of Both:
• Data Feed Management
• Feed Optimization
– Optimizing Titles and
Descriptions
• Paid Search Expertise
– Campaign Hierarchy
– Promotional Copy
– Bid Optimization
PLA: Comparison Shopping or
SEM?

9. @ChristiJOlson
PLA Faux Pas
– Setting up a PPC ad in your PLA campaigns
– Managing PLAs like PPC
– Managing PLAs like Google Shopping
– Being a late adopter or waiting until the last
minute to set-up your campaigns

10. @ChristiJOlson

11. @ChristiJOlson
The Basics:
Data Feed:

12. @ChristiJOlson
Ask the experts …
Harry & David partnered with Adlucent for
bid optimization platform & guidance on
PLAs.

13. @ChristiJOlson
Hierarchy & Structure:

14. @ChristiJOlson
% of Revenue based on types of PLA
Targets

15. @ChristiJOlson
Product
Sub
Category
Sub
Category
SKU
Category
Developing Hierarchy:

16. @ChristiJOlson
Customizing Labels:
Royal
Riviera
Pears
Comice
Pears
Pears-
Mothers
Day
1
Fruit Pears
Product
Sub
Category
Sub
Category
SKU
Category

17. @ChristiJOlson
Use all
products target
to cast a
WIDE-
NET
All Products
Target

18. @ChristiJOlson
Adwords Grouping for Attributes
Customize your data feed:
• Adwords_grouping
• Adwords_labels
Organize campaigns with specific groups of products

19. @ChristiJOlson
Customizable Feed Attributes:
• Exclusion Attribute:
– adwords_publish retired in Q1
– excluded_destination
Tracking Attributes:
– adwords_redirect

20. @ChristiJOlson

21. @ChristiJOlson

22. @ChristiJOlson
Make your listing stand-out
Top targeted keywords in the title
Look at price points
Promotional Field
% Discount
Free Shipping

23. @ChristiJOlson
PLA Optimization: Data Feeds
Keep up to date on what is or
is not allowed.
Watch for policy changes:
– Wines & Spirits

24. @ChristiJOlson
Optimize what’s available
Optimize your Data Feed
Product Names
Product Descriptions
Continually refine your custom labels
0 Impression Targets
Optimize your Targets
Add negatives to aggregate product targets and SKU
level targets in order optimize which products are
showing for particular queries.

25. @ChristiJOlson
THANK YOU
We’re hiring at Harry &
David:SEO | PPC | Analytics
Contact: AHughes@harryanddavid.com