SEMPO Webinar AdWords PLAs 2013

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SEMPO 2013 Webinar on Product Listing Ads with Google Shopping. …

SEMPO 2013 Webinar on Product Listing Ads with Google Shopping.
http://www.sempo.org/?page=webinars

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Transcript

  • 1. Product Listing Ads They’re All the Rage Elizabeth Marsten @ebkendo Director of Search Marketing Portent, Inc. 1
  • 2. Reasons You Should Belong to SEMPO• Expand Your Knowledge• Engage With Industry Leaders• Maximize Your Career Growth• Grow Your Business• Save Money
  • 3. Sponsors and Partners 3
  • 4. Housekeeping
  • 5. What Are PLAs? (product listing ads) 5
  • 6. Google Shopping 6
  • 7. Google Shopping 7
  • 8. Google Shopping Results 8
  • 9. Google Shopping Results 9
  • 10. Why? 10
  • 11. $$$$$Q4 2012:• 28% of non brand clicks• 210% increase in clicks (text vs. PLA)• 600% increase in budgets by advertisers• Average CPC cheaper than search 11
  • 12. Why Not? 12
  • 13. $$$$$$• AdWords, Merchant Center, WMT• Technical difficulties• Time consuming• Competition• Lack of visibility 13
  • 14. What You Need To Do This 14
  • 15. Google AdWords Account 15
  • 16. Google Merchant Center Account aka Google Base 16
  • 17. Product Feed 17
  • 18. Ability to edit the product feed 18
  • 19. Google Webmaster Tools 19
  • 20. Google Analytics/Conversion Tracking 20
  • 21. Putting the Pieces Together 21
  • 22. AdWords Checklist Create new campaigns for PLAs Create new ad groups for PLAs Set ad group bids, campaign budget No NOT add any keywords/text ads Write promotional ads Set bids for AdWords attributes/auto targets 22
  • 23. 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 23
  • 24. Analytics Checklist Tag all destination URLs (if not GA) AdWords conversion tracking Auto-tagging enabled (if GA) eCommerce/goal tracking in GA 24
  • 25. 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? 25
  • 26. Getting Started 26
  • 27. 27
  • 28. Create a New Campaign 28
  • 29. Create Ad Groups 29
  • 30. Writing the Ads• Technically “optional”• 35 characters• No DKI• Follow AdWords Editorial Guidelines 30
  • 31. 31
  • 32. Link AdWords & Merchant Center 32
  • 33. 33
  • 34. Install HTML File 34
  • 35. Or Use HTML tag, Domain Name, Google Analytics 35
  • 36. Verify your site using Webmaster Tools, then claim in Merchant Center 36
  • 37. Only one at a time though! 37
  • 38. Merchant Center 38
  • 39. Set Up Account 39
  • 40. Create a Feed 40
  • 41. Manual or Automatic 41
  • 42. Upload the Feed 42
  • 43. Feed Best Practices• 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 43
  • 44. Categorization/Google Product Type 44
  • 45. “All Products” 45
  • 46. 46
  • 47. 47
  • 48. 48
  • 49. Google Product Type vs. Product TypeProduct Type = YOUR taxonomy 49
  • 50. Using Brand 50
  • 51. Bidding by Labels/Groups 51
  • 52. Bid On One Product 52
  • 53. Layer Attributes 53
  • 54. Removing ProductsTrue = included in AdWords/PLAsFalse = don’t include 54
  • 55. Using Negative Keywords• PLAs don’t use search keywords, but you can use negative keywords at the ad group and campaign level 55
  • 56. Ad Group Bid vs. Target Bid 56
  • 57. Google Analytics 57
  • 58. Using GA 58
  • 59. Using the Product Performance section 59
  • 60. Using the MCF Section in GA 60
  • 61. Get this PLA Dashboard 61
  • 62. PLA Dashboardhttp://www.portent.com/blog/ppc/product-listing-ads-google-analytics-dashboard.htm 62
  • 63. Plug-Ins/Extensioins 63
  • 64. Resources• Portent Blog• Google Merchant Center help• Sign up for AdWords & Merchant Center blogs 64
  • 65. My Newest PPC eBook(and my only shameless plug) 66
  • 66. PLAs for Beginners 67
  • 67. Why you need this book• Step by step instructions• Covers AdWords, Merchant Center, Webmaster Tools, GA• How to create a product feed• Because you were busy answering work email and forgot to take notes todayGet it here:http://www.portent.com/store/products/product-listing-ads-for-beginners 68
  • 68. Thank You!Elizabeth Marsten@ebkendoelizabeth@portent.com 69