Best Practices to

Power up PLAs

Kenshoo: Proprietary and Confidential Information | 1
Webinar Instructions

Audio instructions
• Listen via computer speakers or use phone numbers listed
in email from gotowebi...
Download the Guide

Kenshoo.com/PLA-Guide

Kenshoo: Proprietary and Confidential Information | 3
Kenshoo #1 in PLA

Source: Jefferies, June 2013

Kenshoo: Proprietary and Confidential Information | 4
Today’s Speakers

Josh Dreller
Kenshoo Director of
Marketing Research

Irina Bukatik
Kenshoo Senior
Product Manager

Zach ...
Best Practices to

Power up PLAs
Kenshoo: Proprietary and Confidential Information | 6
How do PLAs Work?

Acme
Acme Furnitu...

1
Create a clean feed of
your products that can
be used with PLAs

2

3

4

Load ...
Kenshoo: Proprietary and Confidential Information | 8
Poll

Kenshoo: Proprietary and Confidential Information | 9
Kenshoo: Proprietary and Confidential Information | 10
Best Practice #1 Be Accurate

Kenshoo: Proprietary and Confidential Information | 11
Promotional Line

Kenshoo: Proprietary and Confidential Information | 12
Best Practice #2
Use Impactful Images

Kenshoo: Proprietary and Confidential Information | 13
Nothing Stands Out

Kenshoo: Proprietary and Confidential Information | 14
One of These Things is Not Like the Other

Kenshoo: Proprietary and Confidential Information | 15
Best Practice #3 Stay Relevant

Kenshoo: Proprietary and Confidential Information | 16
adwords_labels

Kenshoo: Proprietary and Confidential Information | 17
Best Practice #4 Be Granular

Kenshoo: Proprietary and Confidential Information | 18
Granularity Strategy

Kenshoo: Proprietary and Confidential Information | 19
Poll

Kenshoo: Proprietary and Confidential Information | 20
Best Practice #5
Optimize, Optimize, Optimize

Kenshoo: Proprietary and Confidential Information | 21
Leverage Bid Optimization

Kenshoo: Proprietary and Confidential Information | 22
Advanced Search and Scheduled Actions

Kenshoo: Proprietary and Confidential Information | 23
Best Practice #6
Be Positive about Negatives

Kenshoo: Proprietary and Confidential Information | 24
Negative Terms

Kenshoo: Proprietary and Confidential Information | 25
Drive more efficiency from negative keyword suggestions

Kenshoo algorithm-driven Keyword Suggestions
PLA Negatives report...
Best Practice #7
Deploy Strong Bidding Strategies

Kenshoo: Proprietary and Confidential Information | 27
Bid Policies

Kenshoo: Proprietary and Confidential Information | 28
Best Practice #8 Be Holistic

Kenshoo: Proprietary and Confidential Information | 29
Understand PLA contribution to your ROI

•

Capture PLA engagement to gain a holistic view of a consumer's
interactions in...
Poll

Kenshoo: Proprietary and Confidential Information | 31
Kenshoo’s patent-pending PLA offering delivers benefits for Google Shopping

One place to manage all your Paid Search acti...
Business Supply increases revenue 37% with Kenshoo PLA bid policy
Challenges
• Support 35,000 products through new Product...
Q&A

Kenshoo.com/PLA-Guide

Kenshoo: Proprietary and Confidential Information | 34
Kenshoo: Proprietary and Confidential Information | 35
Upcoming SlideShare
Loading in …5
×

Best Practices to Power Up PLAs - Kenshoo Webinar

1,332 views

Published on

Presentation from the October 29th webinar, "Best Practices to Power Up PLAs." Kenshoo's Josh Dreller moderates a discussion between Kenshoo Senior Product Manager, Irina Bukatik, and Vice President at Elite SEM, Zach Morrison, around 8 best practices for Google Product Listing Ads.

Published in: Education, Technology, Design
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
1,332
On SlideShare
0
From Embeds
0
Number of Embeds
510
Actions
Shares
0
Downloads
15
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Best Practices to Power Up PLAs - Kenshoo Webinar

  1. 1. Best Practices to Power up PLAs Kenshoo: Proprietary and Confidential Information | 1
  2. 2. Webinar Instructions Audio instructions • Listen via computer speakers or use phone numbers listed in email from gotowebinar@citrixonline.com • Still can’t hear the webinar? Tell us please! • Ask questions using the Questions box Kenshoo: Proprietary and Confidential Information | 2
  3. 3. Download the Guide Kenshoo.com/PLA-Guide Kenshoo: Proprietary and Confidential Information | 3
  4. 4. Kenshoo #1 in PLA Source: Jefferies, June 2013 Kenshoo: Proprietary and Confidential Information | 4
  5. 5. Today’s Speakers Josh Dreller Kenshoo Director of Marketing Research Irina Bukatik Kenshoo Senior Product Manager Zach Morrison Vice President at Elite SEM Kenshoo: Proprietary and Confidential Information | 5
  6. 6. Best Practices to Power up PLAs Kenshoo: Proprietary and Confidential Information | 6
  7. 7. How do PLAs Work? Acme Acme Furnitu... 1 Create a clean feed of your products that can be used with PLAs 2 3 4 Load feed into your Merchant Center account Link Merchant Center & AdWords accounts and create product targets and product ads in AdWords Product Listing Ads are served on Google.com Kenshoo: Proprietary and Confidential Information | 7
  8. 8. Kenshoo: Proprietary and Confidential Information | 8
  9. 9. Poll Kenshoo: Proprietary and Confidential Information | 9
  10. 10. Kenshoo: Proprietary and Confidential Information | 10
  11. 11. Best Practice #1 Be Accurate Kenshoo: Proprietary and Confidential Information | 11
  12. 12. Promotional Line Kenshoo: Proprietary and Confidential Information | 12
  13. 13. Best Practice #2 Use Impactful Images Kenshoo: Proprietary and Confidential Information | 13
  14. 14. Nothing Stands Out Kenshoo: Proprietary and Confidential Information | 14
  15. 15. One of These Things is Not Like the Other Kenshoo: Proprietary and Confidential Information | 15
  16. 16. Best Practice #3 Stay Relevant Kenshoo: Proprietary and Confidential Information | 16
  17. 17. adwords_labels Kenshoo: Proprietary and Confidential Information | 17
  18. 18. Best Practice #4 Be Granular Kenshoo: Proprietary and Confidential Information | 18
  19. 19. Granularity Strategy Kenshoo: Proprietary and Confidential Information | 19
  20. 20. Poll Kenshoo: Proprietary and Confidential Information | 20
  21. 21. Best Practice #5 Optimize, Optimize, Optimize Kenshoo: Proprietary and Confidential Information | 21
  22. 22. Leverage Bid Optimization Kenshoo: Proprietary and Confidential Information | 22
  23. 23. Advanced Search and Scheduled Actions Kenshoo: Proprietary and Confidential Information | 23
  24. 24. Best Practice #6 Be Positive about Negatives Kenshoo: Proprietary and Confidential Information | 24
  25. 25. Negative Terms Kenshoo: Proprietary and Confidential Information | 25
  26. 26. Drive more efficiency from negative keyword suggestions Kenshoo algorithm-driven Keyword Suggestions PLA Negatives report recommends negative keywords that would preclude unwanted queries from generating impressions o Don’t pay for traffic you don’t want o Improve PLA Quality Score o Quickly take action with easy-to-upload Editor templates Kenshoo: Proprietary and Confidential Information | 26
  27. 27. Best Practice #7 Deploy Strong Bidding Strategies Kenshoo: Proprietary and Confidential Information | 27
  28. 28. Bid Policies Kenshoo: Proprietary and Confidential Information | 28
  29. 29. Best Practice #8 Be Holistic Kenshoo: Proprietary and Confidential Information | 29
  30. 30. Understand PLA contribution to your ROI • Capture PLA engagement to gain a holistic view of a consumer's interactions in the Path-to-Conversion Report Social Ad Click Search Text Ad Click Product Ad Click Purchase • Apply an attribution model to your PLA campaigns to intelligently weight a user’s interactions with your brand Kenshoo: Proprietary and Confidential Information | 30
  31. 31. Poll Kenshoo: Proprietary and Confidential Information | 31
  32. 32. Kenshoo’s patent-pending PLA offering delivers benefits for Google Shopping One place to manage all your Paid Search activity Schedule bulk operations to kick in while you’re out Conversion attribution that takes into account Google Shopping Automated bid optimization specifically customized for PLA Gain product-level insights – not just product targets performance Improve campaign performance through negative keyword generation Kenshoo: Proprietary and Confidential Information | 32
  33. 33. Business Supply increases revenue 37% with Kenshoo PLA bid policy Challenges • Support 35,000 products through new Product Listing Ads • Ability to manage a feed, track PLA activity, and determine appropriate budgeting and bids. • Scaling PLA management and optimization Kenshoo Solution • Advanced Search and Scheduled Actions streamline the PLA workflow • Product-level tracking and path-to-conversion reporting allow granular analysis and key insights • The Kenshoo PLA bid policy takes the guesswork out of bidding at the product target-level by clustering product targets based on historical performance and predicting PLA revenue-per-click Results • Within two weeks of activating the Kenshoo PLA bid policy, Business Supply saw a 29% increase in conversions from their Product Listing Ads • Revenue soared over 37% while ROI increased by 18% • Remarkably, Business Supply saw these results rise during a long holiday weekend when its overall search volume was down almost 11% Kenshoo: Proprietary and Confidential Information | 33
  34. 34. Q&A Kenshoo.com/PLA-Guide Kenshoo: Proprietary and Confidential Information | 34
  35. 35. Kenshoo: Proprietary and Confidential Information | 35

×