Google Shopping: Make the Migration to PLAs
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Google Shopping: Make the Migration to PLAs

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Our September webinar on Google Shopping and Product Listing Ads (PLAs) as Google retires the “free” product feed format on Google Shopping and moves to pay to play listings. We’ll go over best ...

Our September webinar on Google Shopping and Product Listing Ads (PLAs) as Google retires the “free” product feed format on Google Shopping and moves to pay to play listings. We’ll go over best practices on how to set up in AdWords, Google Merchant Center and Google Analytics, lesser known details and tips for success.

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  • Ad examples
  • Rick’s quote on “product feed optimization”
  • 1-2 layers in
  • 6 layers in
  • 4 layers in
  • Don’t duplicate, follow your site taxonomy, mimic google product type
  • More time consuming that using filters
  • We’ll discuss how to maximize your success against the competition in your industry and in your local area. 

Transcript

  • 1. MAKE THE MIGRATION:GOOGLE PRODUCT LISTING ADS The Portent Webinar Series Elizabeth Marsten @ebkendo elizabeth@portent.com
  • 2. #PORTENTU
  • 3. What’s Happening?Google Shopping is going from free to not free.
  • 4. What’s Changing
  • 5. What Should You Do?
  • 6. PANIC!!!
  • 7. …or pay attention to this webinar.
  • 8. It’ll be OK.
  • 9. WHAT YOU NEED TO DO THIS
  • 10. Google Merchant Center Account a/k/a Google Base
  • 11. Product Feed
  • 12. Ability to edit the product feed
  • 13. Google AdWords Account
  • 14. Google Analytics/Conversion Tracking
  • 15. Putting the Pieces Together
  • 16. Merchant Center Checklist Create feed Upload to Merchant Center Make sure Merchant Center info is filled in Wait for feed to be accepted Link Merchant Center with AdWords
  • 17. AdWords Checklist Create new campaigns for PLAs Create new ad groups for PLAs Set ad group bids, campaign budget Do NOT add any keywords/text ads Write promotional adsSet bids for AdWords attributes
  • 18. Analytics Checklist Tag all destination URLs AdWords conversion tracking Auto- tagging enabled eCommerce/goal tracking in GA
  • 19. Research Cart Capabilities Can you export the needed attributes? Can you submit directly to Google? Can you edit the feed or submission to use AdWords attributes? Do you need any plugins, extensions or support?
  • 20. GETTING STARTED
  • 21. Create a New Campaign
  • 22. Create Ad Groups
  • 23. Writing the Ads•Technically “optional”•35 characters•No DKI•Follow AdWords Editorial Guidelines
  • 24. “Optimizing” The Feed•Do more than the required attributes•Be descriptive, unique•Watch character limits•Use the AdWords attributes•Consider the “freshness” factor•Feeds have a sort of “quality score” too
  • 25. “The term data feed optimization got reallypopular a few years ago. And it’s something thatkind of resonates with retailers who don’t workwith feeds a lot. So they think that data feedoptimization is some sort of magical formulawhere you take their feed and you’re doing all thiscrazy stuff to send out their feed and that’s goingto magically get you better results.” -Rick Backus, CPC Strategy
  • 26. Categorization/Google Product Type
  • 27. “All Products”
  • 28. Maximizing the ROI on Your Feed
  • 29. Google Product Type vs. Product TypeProduct Type = YOUR taxonomy
  • 30. Using Brand
  • 31. Bidding by Labels/Groups
  • 32. Bid On One Product
  • 33. Layer Attributes
  • 34. Removing Products True = included in AdWords/PLAs False = don’t include
  • 35. Using Negative KeywordsPLAs don’t use search keywords, but you can use negative keywordsat the ad group and campaign level.
  • 36. Ad Group Bid vs. Target Bid
  • 37. Using GA
  • 38. Use the Product Performance section
  • 39. Use the MCF Section in GA
  • 40. No One Knows Everything… not even close.
  • 41. GA Questions?• Will adwords_redirect attribute to separate the soon to be retired “free” from paid?• ValueTrack parameters?• Tagging all destination URLs becoming obsolete?
  • 42. Multi Client Account – Merchant Center• What is it?• You might need one.• It might not work.• Must submit this form to get one.
  • 43. Other Mysteries• CPA % Bidding• More attributes?• Separate google.com PLA traffic from google.shopping.com?
  • 44. Resources(links also available through bit.ly bundle)• CPC Strategy: Google Shopping 2.0 ebook• Portent Blog• Google Merchant Center Help• Sign up for AdWords & Merchant Center blogs
  • 45. My Newest PPC eBook(and my last shameless plug)
  • 46. Write Ad Copy that Inspires GreatnessWhy you need this book: Craft clickable, clever content Flourish in today’s competitive advertising SERP Avoid the mockery of www.yourppcsucks.com Pull profit (from) clicks Transform your ads from money suckers to money makers Leap tall buildings in a single bound OK, that last one isn’t true
  • 47. Now Available in the NEW Portent Store!
  • 48. After the webinar:•Email with Vzzar, Slideshare links for re-enjoyment•Bit.ly bundle of links mentioned•Check out that sweet new ebook on ad copyAnd here is October’s FREE webinar…
  • 49. The Portent Webinar SeriesSEO FOR SMALL BUSINESSESThursday, October 24, 11am PST Josh Patrice @syzlak josh@portent.com
  • 50. Q&A#PORTENTU
  • 51. Thank You!Elizabeth Marsten@ebkendoelizabeth@portent.com