SEMPO Webinar AdWords PLAs 2013

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

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SEMPO Webinar AdWords PLAs 2013

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