E-Commerce PPC: How to Get the Most Out of Product Listing Ads (PLAs) - Nate Knox

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E-Commerce PPC: How to Get the Most Out of Product Listing Ads (PLAs) - Nate Knox

  1. 1. E-COMMERCE PPC HOW TO GET THE MOST OUT OF PRODUCT LISTING ADS (PLAS)
  2. 2. WHO THE HELL? WHAT THE HELL? @NATEKNOX PRODUCT LISTING ADS • • WIFE & (NEW) SON BREWING & DRINKING BEER SEARCH MARKETER • • • • ADWORDS & BING FACEBOOK & TWITTER LANDING PAGES & CRO SEO & LOCAL SEO …PLAs! 2 • • • • • • • • WHAT & WHERE ARE PLAs? WHEN DO I USE THEM? WHY WOULD I USE THEM? HOW DO I SET UP PLAs? HOW CAN YOU PROVE IT? • CASE STUDY HOW DID YOU DO THAT? WHERE DO I PUT MY FEED? HOW DO I GET THERE?
  3. 3. WHAT & WHERE ARE THEY? 3
  4. 4. 4
  5. 5. WHEN DO I USE THEM? TWO SCENARIOS TO USE PLAs: 1. E-COMMERCE 5
  6. 6. WHEN DO I USE THEM? TWO SCENARIOS TO USE PLAs: 1. E-COMMERCE 2. ALL THE TIME NOT USING PLAS IS LIKE ALWAYS DRIVING A CAR IN FIRST 6
  7. 7. WHY WOULD I USE THEM? PROS: • • VISUAL • 7 $$$$ MORE SERP TAKEOVER
  8. 8. WHY WOULD I USE THEM? PROS: • $$$$ • VISUAL • MORE SERP TAKEOVER CONS • NONE, IDIOT NEWSFLASH: PEOPLE DON’T RE 8
  9. 9. HOW DO I SET UP PLAS? GET STARTED WITH PLAs • • LINK THE TWO ACCOUNTS • CREATE A DATA FEED • 9 NEED ADWORDS & MERCHANT CENTER CREATE A NEW PLA CAMPAIGN
  10. 10. HOW CAN YOU PROVE IT? BREAK IT DOWN: CASE STUDY TIME 10
  11. 11. HOW CAN YOU PROVE IT? “GET US 10:1 ROAS” 3,200 Clicks 2.00% CTR $0.50 CPC $1,600 spend 11 $7,400 Revenue 4.6 ROAS $57 CPA $163 Ave. Value
  12. 12. HOW CAN YOU PROVE IT? “WE GOT THIS!” • PRODUCT EXTENSIONS (discontinued) • PLAs 12
  13. 13. HOW CAN YOU PROVE IT? “IT’S MONEY TIME!” • PRODUCT EXTENSIONS (discontinued) • PLAs 13
  14. 14. HOW CAN YOU PROVE IT? “WTF! WHERE’S THE PILE OF MONEY?” 14
  15. 15. If you build it, they will come 15
  16. 16. If you build it ... 16
  17. 17. HOW CAN YOU PROVE IT? 17
  18. 18. HOW CAN YOU PROVE IT? 43,700 Clicks (1,265%) 3.50% CTR (75%) $0.15 CPC (-70%) $6,500 Spend (300%) 18 $101,994.83 Revenue (1,278%) 15.6 ROAS (239%) $15 CPA (-73%) $221 Ave. Value (35%)
  19. 19. HOW DID YOU DO THAT? OPTIMIZE YOUR FEED TREAT PLAs THE SAME CONSTANT MAINTENANCE PIMP IT OUT! 19
  20. 20. HOW DID YOU DO THAT? OPTIMIZE YOUR FEED EVERY PRODUCT IS A LANDING PAGE • • STRONG, SPECIFIC COPY • HIGH-QUALITY, ENTICING IMAGES • DIFFERENTIATE YOUR STORE • UTILIZE ALL FIELDS WITH RELEVENT DATA SIMPLY CARRYING PRODUCTS ISN’T ENOUGH, GIVE A REASON TO BUY 20
  21. 21. CTR FUELS EVERYTHING ELSE, MAXIMIZE IT 21
  22. 22. 22
  23. 23. 23
  24. 24. 24
  25. 25. 25
  26. 26. WHERE WOULD YOU BUY? 26
  27. 27. WHERE WOULD YOU BUY? 27
  28. 28. WHERE WOULD YOU BUY? 28
  29. 29. WHERE WOULD YOU BUY? DIFFERENTIATE YOUR STORE • COMPETE ON THE PRICE • CALL OUT DEALS & USE OFFER EXTENSIONS • LEVERAGE REVIEWS • APPLY FOR TRUSTED STORE STATUS • 29 GREAT CUSTOMER SERVICE REQUIRED
  30. 30. HOW DID YOU DO THAT? TREAT PLAs THE SAME IT’S STILL SEARCH! • • YOUR JOB IS STILL THE SAME • CAMPAIGNS > AD GROUPS > TARGETS > NEGATIVES YOUR JOB DOESN’T CHANGE JUST BECAUSE GOOGLE CHANGED SO 30
  31. 31. HOW DID YOU DO THAT? 6 ROUTES OF TARGETING • • PRODUCT TYPE • BRAND • CONDITION • ADWORDS LABELS • 31 ID ADWORDS GROUPING
  32. 32. HOW DID YOU DO THAT? ADD SPECIFIC TARGETS TO LOWER WASTE; TEST TO FIND SW 32
  33. 33. HOW DID YOU DO THAT? GET GRANULAR, ENSURE ATTRIBUTES ARE IN FEED, VALIDATE 33
  34. 34. HOW DID YOU DO THAT? SIDE NOTE: SETTING BIDS ON PLAs • • HIGHER BIDS • 34 DON’T LISTEN TO GOOGLE FIND WHAT WORKS FOR YOU MORE $$$
  35. 35. HOW DID YOU DO THAT? CONSTANT MAINTENANCE • FIX ERRORS ASAP. DATA QUALITY ISSUES CAN BRING DOWN THE ACCOUNT QUALITY FEEDS MAKE MONEY, LAZINESS WAST 35
  36. 36. HOW DID YOU DO THAT? GUESS WHEN GOOGLE MADE A CHANGE • PRODUCT APPROVAL CHANGES • CRACKDOWN ON RESTRICTED PRODUCTS • SHIPWRECKED ACCOUNT YOU CAN HAVE GUNS & AMMO, BUT YOU CAN’T SELL THEM WITH PLAS 36
  37. 37. …AM I DONE YET? 37
  38. 38. NO! 38
  39. 39. PIMP OUT THAT DATA FEED GET THAT DATA FEED EVERYWHERE • GOOGLE • BING / YAHOO • EBAY • SHOPPING • SEARS • ALL OF THE PLACES! LOOK BEFORE YOU JUMP, SOME PLACES TAKE COMMISSION 39
  40. 40. PIMP OUT THAT DATA FEED Which do you prefer? 40
  41. 41. PIMP OUT THAT DATA FEED This? 41
  42. 42. PIMP OUT THAT DATA FEED WHICH DO YOU PREFER? 42 Or this?
  43. 43. BUT HOW DO I GET THERE? 43
  44. 44. LIFEHACK: USE GODATAFEEDS TO PIMP YOUR PLAS 44
  45. 45. Do it 45 because I said so
  46. 46. THANK YOU

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