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3 Strategies For Optimizing Google PLA Shopping Campaigns

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From the SMX West Conference in San Jose, California, March 3-5, 2015. SESSION: Optimizing Google PLAs And Shopping Campaigns. PRESENTATION: 3 Strategies For Optimizing Google PLA Shopping Campaigns - Given by Keri Boerner, @iprospect - iProspect, Regional Paid Search Lead, Account Leader. #SMX #11B

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3 Strategies For Optimizing Google PLA Shopping Campaigns

  1. 1. searchmarketingexpo.com @Keri_Boerner #SMX #11b 3 STRATEGIES FOR OPTIMIZING GOOGLE PLA SHOPPING CAMPAIGNS
  2. 2. searchmarketingexpo.com @Keri_Boerner #SMX #11b 3 STRATEGIC FOCUSES Custom Labels Bidding with Competitive Metrics Feed Optimizations
  3. 3. searchmarketingexpo.com @Keri_Boerner #SMX #11b 3 AREAS TO REVIEW Custom Labels Bidding with Competitive Metrics Feed Optimizations
  4. 4. searchmarketingexpo.com @Keri_Boerner #SMX #11b  Color Normalization  Adding Gender & Size PPRODUCT TITLE OPTIMIZATIONS 19% Increase in Traffic 71% Increase in ROAS 32% Increase in Conv. Rate Sesame Grey
  5. 5. searchmarketingexpo.com @Keri_Boerner #SMX #11b Find new ways to differentiate your products IMAGE OPTIMIZATIONS
  6. 6. searchmarketingexpo.com @Keri_Boerner #SMX #11b Take advantage of new fields available within the feed NEW FIELDS IN THE FEED  Pattern  Bundle Striped
  7. 7. searchmarketingexpo.com @Keri_Boerner #SMX #11b 3 AREAS TO REVIEW Custom Labels Bidding with Competitive Metrics Feed Optimizations
  8. 8. searchmarketingexpo.com @Keri_Boerner #SMX #11b CAMPAIGN STRUCTURE  Simplify labels to create Campaigns + Ad Groups  Prioritize groups of products within the feed with multiple names  Sets your campaigns up similarly to Paid Search campaigns
  9. 9. searchmarketingexpo.com @Keri_Boerner #SMX #11b CUSTOM LABEL OPTIMIZATIONS Velocity Promotional products Seasonality focus High margin
  10. 10. searchmarketingexpo.com @Keri_Boerner #SMX #11b 3 AREAS TO REVIEW Custom Labels Bidding with Competitive Metrics Feed Optimizations
  11. 11. searchmarketingexpo.com @Keri_Boerner #SMX #11b Use the information available: COMPETITIVE INSIGHTS
  12. 12. searchmarketingexpo.com @Keri_Boerner #SMX #11b Set Objectives Increase visibility ↑ Bids on low impression share Increase efficiency ↓ Bids on high impression share groups APPLICATION :: IMPRESSION SHARE
  13. 13. searchmarketingexpo.com @Keri_Boerner #SMX #11b APPLICATION :: BENCHMARK CPC Below Benchmark • Opportunity to increase presence Above Benchmark • Potentially inefficient spend
  14. 14. searchmarketingexpo.com @Keri_Boerner #SMX #11b APPLICATION :: BENCHMARK CTR Below Benchmark • Leverage for negative keywords • Evaluate feed quality • Utilize extensions
  15. 15. searchmarketingexpo.com @Keri_Boerner #SMX #11b

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