Changing The PLA Landscape 2013 To Present By Jay Stampfl

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SMX Advanced 2014 Session #SMX #14B - Pla To Pay: Maximizing Profits With Product Listing Ads - Changing The PLA Landscape 2013 To Present By Jay Stampfl @3Qdigital Of 3Q Digital

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Changing The PLA Landscape 2013 To Present By Jay Stampfl

  1. 1. PLA To Pay: Maximizing Profits With Product Listing Ads Jay Stampfl, 3Q Digital
  2. 2. Jay Stampfl, 3Q Digital #SMX
  3. 3. Jay Stampfl, 3Q Digital #SMX PLA Changes 2013 Account Structure Shopping Bidding
  4. 4. Changing PLA Landscape 2013 to Present By Jay Stampfl, 3Q Digital #SMX
  5. 5. Jay Stampfl, 3Q Digital #SMX There is a well documented steady increase in share of market
  6. 6. Jay Stampfl, 3Q Digital #SMX $- $0.20 $0.40 $0.60 $0.80 $1.00 $1.20 $1.40 0 20000 40000 60000 80000 100000 120000 Impressions CPC Impressions and CPC Scale and CPC have increased through 2013, more auctions with more competitors
  7. 7. Jay Stampfl, 3Q Digital #SMX 0 2 4 6 8 10 12 14 16 18 20 $- $20,000.00 $40,000.00 $60,000.00 $80,000.00 $100,000.00 $120,000.00 8/1/2012 9/1/2012 10/1/2012 11/1/2012 12/1/2012 1/1/2013 2/1/2013 3/1/2013 4/1/2013 5/1/2013 6/1/2013 7/1/2013 8/1/2013 9/1/2013 10/1/2013 11/1/2013 12/1/2013 1/1/2014 2/1/2014 3/1/2014 4/1/2014 Cost ROAS Cost and ROAS We have also seen increased scale and revenue, particularly in the holidays
  8. 8. Bidding and Account Structure By Jay Stampfl, 3Q Digital #SMX
  9. 9. Jay Stampfl, 3Q Digital #SMX Negatives and Forcing Queries Query Google decides what products are eligible to show Negatives are applied Query Negatives are accounted Google then chooses what ad/KW of the remaining PLAs Search Cannot force match type control with negatives in PLAs. A very common error.
  10. 10. Jay Stampfl, 3Q Digital #SMX Top Terms are invariably going to be more generic Since these terms are going to be eligible for a variety of products, there is much potential for poor mapping
  11. 11. Jay Stampfl, 3Q Digital #SMX These terms will be passed to different bid groups, where we see the core issue:
  12. 12. Jay Stampfl, 3Q Digital #SMX 0 1000 2000 3000 4000 5000 6000 1.00% 1.50% 2.00% 2.50% 3.00% 3.50% 4.00% 4.50% 5.00% 5.50% 6.00% Conversion Rate declines as bid receive more unique queries. This is a function of more generic terms that could map to many products moving toward higher bids. Conversion Rate Increases as Unique Queries Decrease
  13. 13. Jay Stampfl, 3Q Digital #SMX Argument for Best Sellers and the Problem with Order Value This means it is important to be cognizant of what products are being shown
  14. 14. Jay Stampfl, 3Q Digital #SMX Top Sellers Broad Broad Broad Exceptions Exceptions CPC Bidding up pushing traffic, bidding down is more problematic
  15. 15. Jay Stampfl, 3Q Digital #SMX Use conversion rates to choose top products Be aware that conversion rates shift with bids
  16. 16. Shopping By Jay Stampfl, 3Q Digital #SMX
  17. 17. Jay Stampfl, 3Q Digital #SMX Shopping changes Priority and Product filter Campaign Priority allows you to establish query mapping outside of Google-assigned relevancy and CPC. This feature addresses the fundamental issue of how to map query to bid in the absence of strong control.
  18. 18. Jay Stampfl, 3Q Digital #SMX Shopping Sub Division- Choose the sections that make a difference for your Business
  19. 19. Jay Stampfl, 3Q Digital #SMX Impression Share and Competitive metrics
  20. 20. Jay Stampfl, 3Q Digital #SMX 0.00% 0.50% 1.00% 1.50% 2.00% 2.50% 3.00% 3.50% 4.00% 4.50% 5.00% 0.00% 10.00% 20.00% 30.00% 40.00% 50.00% 60.00% 70.00% 80.00% 90.00% CTR increases with higher Impression Share
  21. 21. Jay Stampfl, 3Q Digital #SMX The ability to double-serve makes for a fundamentally different auction
  22. 22. Bidding By Jay Stampfl, 3Q Digital #SMX
  23. 23. Conversions and Consumer Behavior Jay Stampfl, 3Q Digital #SMX Shallow Heavy 40 % Day 1 difference!
  24. 24. Jay Stampfl, 3Q Digital #SMX Location, Time of Day, Day of Week
  25. 25. Jay Stampfl, 3Q Digital #SMX Find what efficiency/scale maximizes profit. 0 5 10 15 20 25 30 35 40 45 0 20,000 40,000 60,000 80,000 100,000 120,000 140,000 160,000 180,000 200,000 Profit vs. ROAS Gross Profit Maximization
  26. 26. Thank You! Jay Stampfl jay@3qdigital.com Jay Stampfl, 3Q Digital

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