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Proven Strategies for Running A Successful PLA Campaign


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Product Listing Ads (PLAs) have become an increasingly important revenue driver for retail search marketers. Many retailers have seen a spike in profits from their online PLA efforts, and so can you!

In this 30 minute information-packed presentation, Udayan Bose, CEO of NetElixir, will share 5 proven strategies for running successful PLA Campaigns.

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Proven Strategies for Running A Successful PLA Campaign

  1. 1. Product Listing Ads Proven Strategies for Running a Successful PLA Campaign #NetElixirU 1
  2. 2. About NetElixir NetElixir offers search marketing services and technology to retailers like Lenovo, Oneida and K-Swiss. We are headquartered in Princeton, NJ and have global offices in London and Hyderabad (India). The 70+ member NetElixir team consists of a multitude of search marketing engineers, data scientists, technologists, and global operations managers, all of whom are constantly ideating, innovating, and implementing unique practices that drive towards our vision of empowering global search advertisers. Follow us @NetElixir #NetElixirU 2
  3. 3. About NetElixir University NetElixir University was launched in 2012 with a vision of “democratizing the digital marketing industry through exceptional knowledge and expertise sharing.” Our goal is to share best practices in retail + digital marketing with 10,000 businesses, worldwide, by 2015. NetElixir University #NetElixirU 3
  4. 4. About Udayan Bose • Founder & CEO, NetElixir. • Founded (PartyGaming, Plc). • Guest Lecturer: • Johnson School of Management, Cornell University. • City University of New York, Baruch. • Indian School of Business. #NetElixirU 4
  5. 5. Table of Contents  What is Product Listing Ad?  Why Product Listing Ads?  3 Reasons why PLAs are re-defining the SEM landscape.  5 Proven Mantras for Running Successful PLA Campaigns.  Summary: 5 Mantras.  7 Point Competitive PLA Analysis.  Questions? #NetElixirU 5
  6. 6. What is a Product Listing Ad (PLA) Verticalization of Search Presents Incremental Monetization Opportunities for Search Engines while making the Search to shop Connection easier for online shoppers. #NetElixirU 6
  7. 7. Why Product Listing Ads (PLAs)  Stronger Shopping Intent.  Easier Price Comparison.  Trusted Store.  Product Image has greater impact on purchase decision for most retail categories. #NetElixirU 7
  8. 8. 3 Reasons why PLAs are re-defining the SEM landscape Research Insights #NetElixirU 8
  9. 9. Text Ads + PLA = Success #NetElixirU Source: Google Research Insights 9
  10. 10. For 26% of conversions, PLAs were the final click in the purchase path PLA Channel 1 Channel 2 Channel N PLA 12% of the total conversions followed this conversion path PLA Channel 1 Channel 2 Channel N 23% of the total conversions followed this conversion path Channel 1 Channel 2 Channel N PLA 13.6% of the total conversions followed this conversion path #NetElixirU Source: NetElixir Retail Intelligence Research – Pet Supplies Category 10
  11. 11. Average CPC for PLAs is 20-50% lower #NetElixirU 11
  12. 12. 5 Proven Mantras for Running Successful PLA Campaigns #NetElixirU 12
  13. 13. #Mantra 1 : Optimize Titles for Maximum Impact • • • Product Targets are not alternatives for Keywords. They facilitate precise targeting. Title for each product act as keywords (a far fetched analogy). Create titles that are adequately descriptive in nature. #NetElixirU 13
  14. 14. #Mantra 1 : Capture all details in the title  NO ALL CAPS No Promo Texts No Keyword Stuffing #NetElixirU 14
  15. 15. #Mantra 2 : Hyper-target Top Selling Products Campaign Avg. ROI No. of Products Ad Group Product Target Bid $90 50 ABC Product_type=ABC $2 $130 25 ABC – High Value Segment Product_type=ABC and adwords_label = High Value Segment $2.5 $170 1 ABC – High Value Segment – Best Seller ID = 12345 $3.5 Best Sellers Hyper-targeting allows greater control over bid management as well as “differentiated” ad messaging. As granularity increases, raise the bid. #NetElixirU 15
  16. 16. #Mantra 2 : Hyper-target Top Selling Products High MARGIN DRIVERS STARS EXERCISE CAUTION VOLUME DRIVERS Low #NetElixirU Number of Units Sold/Month 16
  17. 17. #Mantra 3 : Day-Part Bids based on click & conversion patterns 27% of clicks, 22% of conversions Hour of the Day Hour of the Day #NetElixirU Source: NetElixir Retail Intelligence Research Report for Beauty Products Category 17
  18. 18. #Mantra 4 : Google Trusted Store boosts conversions by 40% Impact of Google Trusted Store Badge for Pet Care Category #NetElixirU 18
  19. 19. #Mantra 5 : High Quality Data Feed Check Feed Summary & Data Quality #NetElixirU 19
  20. 20. Summary: 5 Proven Mantras for PLA Success  Optimize Title descriptions.  Hyper-Target STAR products for maximum gains.  Day-part bids for increasing campaign efficiency.  Google Trusted Store badge boosts PLA performance.  Fresh, Accurate, Complete Data Feed. #NetElixirU 20
  21. 21. 7 Point Competitive PLA Analysis #NetElixirU 21
  22. 22. 7 Point Diagnostic Audit 1. Is your Ad visible? 2. Is it visible on Page 1 for selected product search query? 3. Is the Ad Text (Especially the title) descriptive enough? 4. Is the Ad Listing relevant to the search query? 5. Is there a Google Trusted Store badge in the listing? 6. Any Special Offers? 7. Does the PLA ad lead you to the relevant landing page? #NetElixirU 22
  23. 23. Competitive PLA Analysis Weight Jared Precious Accents Ad Visible 20 Ad Visible on First Page 10 Trusted Store Symbol 15 Merchant Promotions 10 Ad Text 15 Search Query Relevancy 20 Landing Page Relevancy 10               PLA AdGrader Score Out of 100 75 55 23
  24. 24. The Next Step: A Deeper Competitive PLA Analysis? We are offering an Exclusive PLA Analysis to all webinar attendees! Our team of Google Certified Specialists will: •Analyze your top 2 website products. •Compare your ads vs. 1 competitor. •Conduct a 7-Point diagnostic audit. •Provide custom insights & recommendations. Interested attendees can email Marinn at #NetElixirU 24
  25. 25. Questions? #NetElixirU 25
  26. 26. Thank you! To request more information about NetElixir’s Search Marketing Services and Technology, email Sign up for our March 20,2014 webinar – Is your website’s SEO stuck in the Past Share the love! Tweet about our webinar! #NetElixirU 26