Think it is only happening on ecommerce driven queries? Think again!
Direct to more than one page in the site, take up additional SERP real estate.
Transcript of "BlueGlassX How to Get BIG Boosts from Paid Ads by Janel Laravie"
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!
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 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”.