Drive More Sales with Product Listing Ads

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Drive more sales by creating and optimizing product listing ads, now Google Shopping Campaigns.

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Drive More Sales with Product Listing Ads

  1. 1. Power Boost Your Sales With Super-Awesome PLAs
  2. 2. @JeffAllenUT
  3. 3. Your Competition Sucks. The Shape Shifting World Of PLAs. Optimizing Your Feed. Random &$^!.
  4. 4. There’s Jeff, Stealing ideas again.
  5. 5. What the &%*%^ is Going On With PLA’s?
  6. 6. Sleep easy, your competition kind of sucks at PLAs.
  7. 7. 150% better CTR than text ads. STOLEN! (Source: Kenshoo)
  8. 8. 23% better CVR than text ads. STOLEN! (Source: Kenshoo)
  9. 9. 31% higher ROAS than text ads. STOLEN! (Source: Kenshoo)
  10. 10. This would be REALLY useful if So Much Didn’t Get In The Way
  11. 11. http://tinyurl.com/feed-setup
  12. 12. 0.5 Changes.
  13. 13. http://tinyurl.com/bing-product- ads
  14. 14. 1. Feed accuracy.
  15. 15. http://tinyurl.com/required-data http://tinyurl.com/costly-errors
  16. 16. 2. Item formatting.
  17. 17. 3. Getting re-approval after you &%^$ up the other 2 things.
  18. 18. I got all that, now what? Optimizing Your Feed
  19. 19. 1. Test product titles
  20. 20. Rework the titles so they now read GENERALIZED COLOR + BRAND + CATEGORY Sunshine Dress… Yellow Betsy Johnson Dress Feed Titles Original Final REVENUE INCREASED 239%239% ROAS INCREASED 107%107% IMPRESSIONS INCREASED 57%57% CLICKS INCREASED 81%81% CTR INCREASED 16% 16% STOLEN! (Source: Data Pop)
  21. 21. STOLEN! (Source: Data Pop) Adding Compatible Products increased the match rates in Google: 31% INCREASE IN ORDERS 31% 35% INCREASE IN CLICKS 35% 1,000 2,000 3,000 $- $5,000 $10,000 $15,000 $20,000 $25,000 $30,000 $35,000 $40,000 $45,000 Revenue Updated Lightning to 30-pin Adapter… Original 276% INCREASE IN REVENUE276% Lightning Adapter (for iPad, iPhone5, iPod)
  22. 22. 2. Be better at introductions.
  23. 23. 3. Use categories correctly.
  24. 24. http://tinyurl.com/pla-categories
  25. 25. 4. WHEN categories fail you, turn to custom labels.
  26. 26. Custom Label = Margin [high, low]
  27. 27. 5. Maintain feed health.
  28. 28. Prop tip: Practice on test feeds.
  29. 29. Some random stuff…
  30. 30. 1. Bid multipliers matter, a lot.
  31. 31. Clicks CPC Conv. CPA Desklet 6,998 $.70 196 $25 Mobile 6,458 $.47 94 $32
  32. 32. Rev. AOV ROAS Desklet $28,822 $147 5.88 Mobile $16,896 $180 5.58
  33. 33. Based on ROAS, bid down 5%.
  34. 34. 2. Competitive benchmarks is cooler than you give it credit for.
  35. 35. At the Product Group Level —> Columns —> Competitive Metrics —> CTR, CPC, Impression Share
  36. 36. Jeff Allen Hanapin Marketing @JeffAllenUT

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