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Awesome Adwords
Seminar Series
Part 3 - PLAs
Chloë Thomas
Me and indium
● 6 years
● Effective Online
Marketing
● done for you
● Team of 5
Services:
● Adwords & Remarketing
● Linked...
Awesome Adwords
Seminar Programme
1. Introduction - the changes and how to capitalise
Available on the website
2. Bidding ...
PLAs
Setting up and optimising
1. Layers recap
2. Product Listing Ads
a. The Feed
b. Adwords Campaign Structure
c. Optimis...
What is Google Adwords?
Lots of Changes:
● Enhanced Campaigns
● Google Shopping
● Endless Integrations
Silos are Dead
Core
Keywords
Google
Base/
Shopping
Remarketing
Display
Advertising
It’s all about Layers
How to Capitalise on Layers
And then try pure Display Advertising
PLAs
Setting up and optimising
1. Layers recap
2. Product Listing Ads
a. The Feed
b. Adwords Campaign Structure
c. Optimis...
The Old World
The New World
Your Website
"Product Feed"
File of your product
information in the
Google specified format
Google
Merchant
Centre
an acco...
How different to text ads?
Targeting
Controlled By
Adverts
Keyword PPC the keywords you
select
created manually
PLA PPC th...
● Results we've seen ourselves:
■ New visits 24% better
■ Cost per Conversion down 14%
■ Conversion Rate up 28%
■ AOV up 3...
3 Parts of PLAs Success
The Feed
Attribute What it does Can Contain
adwords grouping
[adwords_grouping]
Usually lowest level category
Works in CPC...
Building the Campaign
Where Feed and Structure Meet
Group Products Using "Auto Targets"
● Brand
● Product Type
● Condition...
Adwords Structure
1. All Products Adgroup
2. One Adgroup for each key Category
a. One Auto Target = the category
b. One Au...
Optimising
1. Bids at Adgroup and AutoTarget Level
2. Negative keywords - campaign and adgroups
3. Enhanced Bidding
a. Dev...
PLAs
Setting up and optimising
1. Layers recap
2. Product Listing Ads
a. The Feed
b. Adwords Campaign Structure
c. Optimis...
It’s all about Layers
Adwords Budget See-Saw
Remarketing and PLAs Layers
● Uses the Feed and Custom Tagging
● Dynamically generates ads for remarketing
● Shows custome...
Next Steps
1. Sort out your feed
2. Build your Campaign
3. Come along to the rest of the Seminars to
find out more about t...
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Adwords Seminar 3: PLAs - How to do and Optimise

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1. Layers recap
2. Product Listing Ads
a. The Feed
b. Adwords Campaign Structure
c. Optimisation
3. Layering it Up
a. Keywords Budget Seesaw
b. Remarketing Laye
4. Next Steps

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Transcript of "Adwords Seminar 3: PLAs - How to do and Optimise"

  1. 1. Awesome Adwords Seminar Series Part 3 - PLAs Chloë Thomas
  2. 2. Me and indium ● 6 years ● Effective Online Marketing ● done for you ● Team of 5 Services: ● Adwords & Remarketing ● LinkedIn Pages & Ads ● Email
  3. 3. Awesome Adwords Seminar Programme 1. Introduction - the changes and how to capitalise Available on the website 2. Bidding Options - get more quality traffic for less Available on the website 3. Product Listing Ads - how to do and optimise Fri, Aug 16th @ 3pm 4. Remarketing - overlaying it with “normal” Adwords Thur, Aug 22nd @ 2pm 5. Image and Video Ads - lower click costs, a different type of traffic Wed, Aug 28th @ 2pm http://indiumonline.co.uk/aa
  4. 4. PLAs Setting up and optimising 1. Layers recap 2. Product Listing Ads a. The Feed b. Adwords Campaign Structure c. Optimisation 3. Layering it Up a. Keywords Budget Seesaw b. Remarketing Laye 4. Next Steps
  5. 5. What is Google Adwords?
  6. 6. Lots of Changes: ● Enhanced Campaigns ● Google Shopping ● Endless Integrations
  7. 7. Silos are Dead Core Keywords Google Base/ Shopping Remarketing Display Advertising
  8. 8. It’s all about Layers
  9. 9. How to Capitalise on Layers And then try pure Display Advertising
  10. 10. PLAs Setting up and optimising 1. Layers recap 2. Product Listing Ads a. The Feed b. Adwords Campaign Structure c. Optimisation 3. Layering it Up a. Keywords Budget Seesaw b. Remarketing Layer 4. Next Steps
  11. 11. The Old World The New World
  12. 12. Your Website "Product Feed" File of your product information in the Google specified format Google Merchant Centre an account to manage the submission of your feed to Google The System Google Adwords an account to manage the display of your product ads
  13. 13. How different to text ads? Targeting Controlled By Adverts Keyword PPC the keywords you select created manually PLA PPC the way you group your products into "auto targets" the products themselves
  14. 14. ● Results we've seen ourselves: ■ New visits 24% better ■ Cost per Conversion down 14% ■ Conversion Rate up 28% ■ AOV up 38% How big a prize is there?
  15. 15. 3 Parts of PLAs Success
  16. 16. The Feed Attribute What it does Can Contain adwords grouping [adwords_grouping] Usually lowest level category Works in CPC and CPA bidding Text Only one per product adwords labels [adwords_labels] Only works if you’re using CPC (not CPA) Can hold lots of values – so think of like tagging the products inline with likely searches Eg - Mens, blue, shirt, over 50gbp Text string As many as you like adwords redirect [adwords_redirect] If you want to send to a different URL for tracking purposes. url – inc http etc
  17. 17. Building the Campaign Where Feed and Structure Meet Group Products Using "Auto Targets" ● Brand ● Product Type ● Condition ● Adwords Label ● Adwords Grouping ● All products ● Product ID the manufacturer designation of product category new, used etc custom, many per product custom, 1 per product
  18. 18. Adwords Structure 1. All Products Adgroup 2. One Adgroup for each key Category a. One Auto Target = the category b. One Auto Target for each product ID
  19. 19. Optimising 1. Bids at Adgroup and AutoTarget Level 2. Negative keywords - campaign and adgroups 3. Enhanced Bidding a. Device b. Geography c. Ad Scheduling 4. Amend Feed to improve ads and targeting
  20. 20. PLAs Setting up and optimising 1. Layers recap 2. Product Listing Ads a. The Feed b. Adwords Campaign Structure c. Optimisation 3. Layering it Up a. Keywords Budget Seesaw b. Remarketing Layer 4. Next Steps
  21. 21. It’s all about Layers
  22. 22. Adwords Budget See-Saw
  23. 23. Remarketing and PLAs Layers ● Uses the Feed and Custom Tagging ● Dynamically generates ads for remarketing ● Shows customers products they looked at
  24. 24. Next Steps 1. Sort out your feed 2. Build your Campaign 3. Come along to the rest of the Seminars to find out more about the Layers 4. Want help? a. Free Adwords Clinics http://indiumonline.co.uk/awesome-adwords Next Seminar: Remarketing - how it works and Layering Thurs, Aug 22nd @ 2pm
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