22. Product Feed
•Do more than the required attributes
•Be descriptive, unique
•Watch character limits
•Use the AdWords attributes
•Consider the “freshness” factor
•Feeds have a “quality score” too
23. “The term data feed optimization got really
popular a few years ago. And it’s something that
kind of resonates with retailers who don’t work
with feeds a lot. So they think that data feed
optimization is some sort of magical formula
where you take their feed and you’re doing all this
crazy stuff to send out their feed and that’s going
to magically get you better results.”
-Rick Backus, CPC Strategy
41. Using Negative Keywords
PLAs don’t use search keywords, but you can use negative keywords
at the ad group and campaign level.
42. The Ads
• “Optional”
• 45 characters
• DKI does not work
• Similar editorial guidelines as text ads
43.
44.
45.
46. Chuck Norris had a
PPC ad once.
The landing page just
said “you’re welcome.”
47. Using GA
• adwords_redirect attribute to separate the soon to be
retired “free” from paid?
• Tagging all destination URLs becoming obsolete?
• Use the AdWords section in GA
• Use the Product Performance section in GA
• Set custom alerts for traffic
56. Product Listings Ads on Bing
• The implementation is appearing on no more than 2% of bing.com traffic
only.
• The test flight dates are not published, but this implementation will
disappear once there is sufficient information to define the future product’s
details.
• General release is still TBD and the pilot is closed to new advertisers.
60. How RAIS Are Like Plutonium
•Rare
•Need “connections” to get it
•Potentially explosive
•Shares the same chemical compounds
61.
62.
63.
64.
65. RAIS
• Uses keywords
• Phrase and exact match only
• Bid 50% or higher than text only ads
• Separate campaign/ad groups
• Text ads do not influence CPC of RAIS or vice
versa
67. Where to Get Supplies
• AdWords/Merchant Center blogs (sign up for updates)
• Merchant Center Help Center
• Portent blog- What a Paid Search Marketer Needs to Know
about Google Shopping & Interview with Rick Backus of CPC
Strategy
• CPC Strategy ebook: Google Shopping Guide 2.0
68.
69. Thank
You!
Elizabeth Marsten
@ebkendo
elizabeth@portent.com
Editor's Notes
Stallone, etc; overlay images of with text, animate
Amp that goes up to 11
Amp that goes up to 11
Amp that goes up to 11
Magento and volusion needs- examples
Magento and volusion needs- examples
Amp that goes up to 11
Rick’s quote on “product feed optimization”
Example of listings/meme
Setting a floor, a ceiling. Don’t bid on every single SKU in your site