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Google Shopping: Make the Migration to PLAs

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Our September webinar on Google Shopping and Product Listing Ads (PLAs) as Google retires the “free” product feed format on Google Shopping and moves to pay to play listings. We’ll go over best practices on how to set up in AdWords, Google Merchant Center and Google Analytics, lesser known details and tips for success.

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Google Shopping: Make the Migration to PLAs

  1. 1. MAKE THE MIGRATION:GOOGLE PRODUCT LISTING ADS The Portent Webinar Series Elizabeth Marsten @ebkendo elizabeth@portent.com
  2. 2. #PORTENTU
  3. 3. What’s Happening?Google Shopping is going from free to not free.
  4. 4. What’s Changing
  5. 5. What Should You Do?
  6. 6. PANIC!!!
  7. 7. …or pay attention to this webinar.
  8. 8. It’ll be OK.
  9. 9. WHAT YOU NEED TO DO THIS
  10. 10. Google Merchant Center Account a/k/a Google Base
  11. 11. Product Feed
  12. 12. Ability to edit the product feed
  13. 13. Google AdWords Account
  14. 14. Google Analytics/Conversion Tracking
  15. 15. Putting the Pieces Together
  16. 16. 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
  17. 17. AdWords Checklist Create new campaigns for PLAs Create new ad groups for PLAs Set ad group bids, campaign budget Do NOT add any keywords/text ads Write promotional adsSet bids for AdWords attributes
  18. 18. Analytics Checklist Tag all destination URLs AdWords conversion tracking Auto- tagging enabled eCommerce/goal tracking in GA
  19. 19. 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?
  20. 20. GETTING STARTED
  21. 21. Create a New Campaign
  22. 22. Create Ad Groups
  23. 23. Writing the Ads•Technically “optional”•35 characters•No DKI•Follow AdWords Editorial Guidelines
  24. 24. “Optimizing” The Feed•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
  25. 25. “The term data feed optimization got reallypopular a few years ago. And it’s something thatkind of resonates with retailers who don’t workwith feeds a lot. So they think that data feedoptimization is some sort of magical formulawhere you take their feed and you’re doing all thiscrazy stuff to send out their feed and that’s goingto magically get you better results.” -Rick Backus, CPC Strategy
  26. 26. Categorization/Google Product Type
  27. 27. “All Products”
  28. 28. Maximizing the ROI on Your Feed
  29. 29. Google Product Type vs. Product TypeProduct Type = YOUR taxonomy
  30. 30. Using Brand
  31. 31. Bidding by Labels/Groups
  32. 32. Bid On One Product
  33. 33. Layer Attributes
  34. 34. Removing Products True = included in AdWords/PLAs False = don’t include
  35. 35. Using Negative KeywordsPLAs don’t use search keywords, but you can use negative keywordsat the ad group and campaign level.
  36. 36. Ad Group Bid vs. Target Bid
  37. 37. Using GA
  38. 38. Use the Product Performance section
  39. 39. Use the MCF Section in GA
  40. 40. No One Knows Everything… not even close.
  41. 41. GA Questions?• Will adwords_redirect attribute to separate the soon to be retired “free” from paid?• ValueTrack parameters?• Tagging all destination URLs becoming obsolete?
  42. 42. Multi Client Account – Merchant Center• What is it?• You might need one.• It might not work.• Must submit this form to get one.
  43. 43. Other Mysteries• CPA % Bidding• More attributes?• Separate google.com PLA traffic from google.shopping.com?
  44. 44. Resources(links also available through bit.ly bundle)• CPC Strategy: Google Shopping 2.0 ebook• Portent Blog• Google Merchant Center Help• Sign up for AdWords & Merchant Center blogs
  45. 45. My Newest PPC eBook(and my last shameless plug)
  46. 46. Write Ad Copy that Inspires GreatnessWhy you need this book: Craft clickable, clever content Flourish in today’s competitive advertising SERP Avoid the mockery of www.yourppcsucks.com Pull profit (from) clicks Transform your ads from money suckers to money makers Leap tall buildings in a single bound OK, that last one isn’t true
  47. 47. Now Available in the NEW Portent Store!
  48. 48. After the webinar:•Email with Vzzar, Slideshare links for re-enjoyment•Bit.ly bundle of links mentioned•Check out that sweet new ebook on ad copyAnd here is October’s FREE webinar…
  49. 49. The Portent Webinar SeriesSEO FOR SMALL BUSINESSESThursday, October 24, 11am PST Josh Patrice @syzlak josh@portent.com
  50. 50. Q&A#PORTENTU
  51. 51. Thank You!Elizabeth Marsten@ebkendoelizabeth@portent.com

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