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Generate Winning PLA Results

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Generate Winning PLA Results

  1. 1. Generate Winning PLA Results Matthew Umbro Director of Paid Search at Exclusive Concepts & Founder of PPC Chat www.exclusiveconcepts.com www.ppcchat.co@Matt_Umbro #PPCchat
  2. 2. About Me• Proud member of the PPC industry since2007 and Director of Paid Search at ExclusiveConcepts. Have worked with clients acrossmultiple industries to attain profitable ROIs,improved lead generation and better brandawareness.• Founded PPC Chat to connect industryprofessionals across the world. Weekly topicsinclude principles such as writing effectivetext ads and keyword bidding strategy toPPC theory and advanced techniques.• I’m getting married this October! @Matt_Umbro #PPCchat
  3. 3. PLAs are Great!@Matt_Umbro #PPCchat
  4. 4. Session Overview • PLA Formats • Product Feeds • AdWords Campaigns • Conclusions •Q&A@Matt_Umbro #PPCchat
  5. 5. PLA Formats – google.com @Matt_Umbro #PPCchat
  6. 6. PLA Formats – google.com @Matt_Umbro #PPCchat
  7. 7. PLA Formats – google.com @Matt_Umbro #PPCchat
  8. 8. PLA Formats – google.com/shopping @Matt_Umbro #PPCchat
  9. 9. PLA Formats – google.com/shopping @Matt_Umbro #PPCchat
  10. 10. PLAs with Enhanced Campaigns@Matt_Umbro #PPCchat
  11. 11. The Feed@Matt_Umbro #PPCchat
  12. 12. Quick Break@Matt_Umbro #PPCchat
  13. 13. Product Targets@Matt_Umbro #PPCchat
  14. 14. Product Types@Matt_Umbro #PPCchat
  15. 15. AdWords Grouping@Matt_Umbro #PPCchat
  16. 16. AdWords Labels@Matt_Umbro #PPCchat
  17. 17. Product Target Combinations@Matt_Umbro #PPCchat
  18. 18. Excluded Destination@Matt_Umbro #PPCchat
  19. 19. Promotional Text@Matt_Umbro #PPCchat
  20. 20. Promotional Text@Matt_Umbro #PPCchat
  21. 21. All Products@Matt_Umbro #PPCchat
  22. 22. Make your Optimizations@Matt_Umbro #PPCchat
  23. 23. Exclude Search Queries@Matt_Umbro #PPCchat
  24. 24. Conclusions• Be cognizant of all PLA formats on both google.com andgoogle.com/shopping• Create campaigns and ad groups based upon your producttargets – also utilize custom combinations• Use the excluded destination attribute to disallow certainproducts from showing• Always write promotional text• Optimize, optimize, optimize! @Matt_Umbro #PPCchat
  25. 25. THANK YOU!mumbro@exclusiveconcepts.com www.exclusiveconcepts.com www.ppcchat.co @Matt_Umbro

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