BlueGlassX How to Get BIG Boosts from Paid Ads by Janel LaraviePresentation Transcript
How to Get BIGBoosts from Paid Ads
Quick About Me Founded Chacka Marketing in Tampa, FL in 2009. The first Kenshoo [PRO] Agency in theUnited States in June 2012, with 100% of staff certified.Spoken at Search Engine Strategies, Search InsiderSummit, OMMA and Search & Social.Expecting a baby girl in March 2013!
Why Paid Ads?
Raising the Stock Price
Raising the Stock Price Taken July 30, 2010Taken Yesterday
SERP FactsSource: Wordstream Research, July 2012 http://goo.gl/4y5Gi
Ad Extensions - Sitelinks
Ad Extensions - Locations
Ad Extensions - Call
Ad Extensions - Product
Ad Extensions - OthersCommunication (Beta)Mobile AppDynamic Search Ads - Dynamic Search Ads target “relevant” searches with adsgenerated directly from your site. http://goo.gl/vLGBl
Tracking Gets Tricky - Sitelink
Tracking Gets Tricky – Sitelink Google aggregates data across sitelinks, making individual tracking URL’s a necessity for optimization!
Tracking Gets Tricky - Location
Tracking Gets Tricky - Call
Tracking Gets Tricky - Product 1. In your Merchant Center account, click Settings, then AdWords. 2. Enter your AdWords Customer ID (CID). You can find your CID at the top of your AdWords account when youre signed in. 3. Click Add. Tracking Tip: Add the AdWords Attributes fields to your product feed to track clicks and conversions. You will also utilize these fields for PLA management.
Product Listing Ads (PLA’s)http://goo.gl/9wBvb
Product Listing Ads
Product Listing Ads
Product Listing AdsSet-Up:1. At minimum, implement Google Conversion Tracking.2. Create New Campaign for PLA, link Merchant Account.3. Create an Ad Group for “All Products”.4. Under the “Auto Targets” tab, select “Add all products”.
Product Listing AdsGet Granular:5. Plan structure around brands, product types, SKU’s, etc.6. Use drop downs to find targets and validate them.
Optimizing PLA’sBid High Enough: Once you begin getting some data, you canoptimize the bids.
Optimizing PLA’sOptimize Ad Serving: Just like paid search, you need to mine yoursearch queries for negative keywords and additional “Auto Targets”.