E-Commerce PPC: How to Get the Most Out of Product Listing Ads (PLAs) - Nate Knox
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  • 1. E-COMMERCE PPC HOW TO GET THE MOST OUT OF PRODUCT LISTING ADS (PLAS)
  • 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. WHAT & WHERE ARE THEY? 3
  • 4. 4
  • 5. WHEN DO I USE THEM? TWO SCENARIOS TO USE PLAs: 1. E-COMMERCE 5
  • 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. WHY WOULD I USE THEM? PROS: • • VISUAL • 7 $$$$ MORE SERP TAKEOVER
  • 8. WHY WOULD I USE THEM? PROS: • $$$$ • VISUAL • MORE SERP TAKEOVER CONS • NONE, IDIOT NEWSFLASH: PEOPLE DON’T RE 8
  • 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. HOW CAN YOU PROVE IT? BREAK IT DOWN: CASE STUDY TIME 10
  • 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. HOW CAN YOU PROVE IT? “WE GOT THIS!” • PRODUCT EXTENSIONS (discontinued) • PLAs 12
  • 13. HOW CAN YOU PROVE IT? “IT’S MONEY TIME!” • PRODUCT EXTENSIONS (discontinued) • PLAs 13
  • 14. HOW CAN YOU PROVE IT? “WTF! WHERE’S THE PILE OF MONEY?” 14
  • 15. If you build it, they will come 15
  • 16. If you build it ... 16
  • 17. HOW CAN YOU PROVE IT? 17
  • 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. HOW DID YOU DO THAT? OPTIMIZE YOUR FEED TREAT PLAs THE SAME CONSTANT MAINTENANCE PIMP IT OUT! 19
  • 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. CTR FUELS EVERYTHING ELSE, MAXIMIZE IT 21
  • 22. 22
  • 23. 23
  • 24. 24
  • 25. 25
  • 26. WHERE WOULD YOU BUY? 26
  • 27. WHERE WOULD YOU BUY? 27
  • 28. WHERE WOULD YOU BUY? 28
  • 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. 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. HOW DID YOU DO THAT? 6 ROUTES OF TARGETING • • PRODUCT TYPE • BRAND • CONDITION • ADWORDS LABELS • 31 ID ADWORDS GROUPING
  • 32. HOW DID YOU DO THAT? ADD SPECIFIC TARGETS TO LOWER WASTE; TEST TO FIND SW 32
  • 33. HOW DID YOU DO THAT? GET GRANULAR, ENSURE ATTRIBUTES ARE IN FEED, VALIDATE 33
  • 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. 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. 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. …AM I DONE YET? 37
  • 38. NO! 38
  • 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. PIMP OUT THAT DATA FEED Which do you prefer? 40
  • 41. PIMP OUT THAT DATA FEED This? 41
  • 42. PIMP OUT THAT DATA FEED WHICH DO YOU PREFER? 42 Or this?
  • 43. BUT HOW DO I GET THERE? 43
  • 44. LIFEHACK: USE GODATAFEEDS TO PIMP YOUR PLAS 44
  • 45. Do it 45 because I said so
  • 46. THANK YOU