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#SMX #14b @ToddBowman68
Todd Bowman, Merkle|RKG Director, Data Feeds
How to Maximize Non-Brand
Revenue for PLAs
Plus Fun w...
#SMX #14b @ToddBowman68
#SMX #14b @ToddBowman68
§  Started the CSE and Feeds team at
Merkle|RKG in 2011
§  Self-proclaimed data feed and PLA
ner...
#SMX #14b @ToddBowman68
Focus on These Very Important Fields:
Unique Product Identifiers (UPCs, ISBNs, Brand and/or MPN)
T...
#SMX #14b @ToddBowman68
Understanding the True Value of PLA Traffic
#SMX #14b @ToddBowman68
PLA Share of Google Paid Search Clicks*
*Aggregate Results for U.S. Retail Source: Merkle|RKG Q1 2...
#SMX #14b @ToddBowman68
Bing Product Ad Share of Bing Clicks*
*Aggregate Results for U.S. Retail Source: Merkle|RKG Q1 201...
#SMX #14b @ToddBowman68
Google PLA CPC vs. Non-Brand Text Ads*
*Median Site Results for U.S. Retail Source: Merkle|RKG Q1 ...
#SMX #14b @ToddBowman68
Splitting Out Brand & Non-Brand PLA Traffic
#SMX #14b @ToddBowman68
Campaign Priorities
Low Priority
Default Bids
Medium Priority
Trumps bids in
Low Priority Campaign...
#SMX #14b @ToddBowman68
Campaign Structure
Medium Priority
Low Priority
Low Priority
#SMX #14b @ToddBowman68
Adding Brand Level Negatives
#SMX #14b @ToddBowman68
Brand Campaign – Why Low Priority?
#SMX #14b @ToddBowman68
Google PLAs & Bing Product Ads as One
Source: Merkle|RKG Q1 2015 DMR
#SMX #14b @ToddBowman68
Bing Shopping Campaigns Transition
#SMX #14b @ToddBowman68
Import Google Campaign Structure
All Products Campaign
Low Priority
Campaign Targeting All Product...
#SMX #14b @ToddBowman68
Plan Early and Move Slowly
Plan Early and Move Slowly
#SMX #14b @ToddBowman68
5-10% CTR lift
Merchant Promotions
#SMX #14b @ToddBowman68
Select CSEs Continue to See Success
Source: Merkle|RKG Q1 2015 DMR
#SMX #14b @ToddBowman68
ECN Using eBay.com for eBay PLAs
Source: Merkle|RKG Q1 2015 DMR
#SMX #14b @ToddBowman68
THANK YOU!
Join us @SMX East
NEW YORK CITY
Sept. 29th – Oct. 1st 2015
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How to Maximize Non-Brand Revenues For PLAs By Todd Bowman

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From the SMX Advanced Conference in Seattle, Washington, June 2-3, 2015. SESSION: Searching For Shoppers: How To Succeed With Feed-Based Product Campaigns. PRESENTATION: How to Maximize Non-Brand Revenue for PLAs - Given by Todd Bowman, @ToddBowman68 - Merkle | RKG, Director, CSE and Feeds. #SMX #14B

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How to Maximize Non-Brand Revenues For PLAs By Todd Bowman

  1. 1. #SMX #14b @ToddBowman68 Todd Bowman, Merkle|RKG Director, Data Feeds How to Maximize Non-Brand Revenue for PLAs Plus Fun with Bing Shopping and CSEs
  2. 2. #SMX #14b @ToddBowman68
  3. 3. #SMX #14b @ToddBowman68 §  Started the CSE and Feeds team at Merkle|RKG in 2011 §  Self-proclaimed data feed and PLA nerd §  Officiate FCS football in the Colonial, Ivy and Patriot Leagues §  Big fan of curling and Zubaz About Todd
  4. 4. #SMX #14b @ToddBowman68 Focus on These Very Important Fields: Unique Product Identifiers (UPCs, ISBNs, Brand and/or MPN) Title Google Product Category Description Condition Guiding Principle for Feed Optimization
  5. 5. #SMX #14b @ToddBowman68 Understanding the True Value of PLA Traffic
  6. 6. #SMX #14b @ToddBowman68 PLA Share of Google Paid Search Clicks* *Aggregate Results for U.S. Retail Source: Merkle|RKG Q1 2015 DMR
  7. 7. #SMX #14b @ToddBowman68 Bing Product Ad Share of Bing Clicks* *Aggregate Results for U.S. Retail Source: Merkle|RKG Q1 2015 DMR *Aggregate Results for U.S. Retail Source: Merkle|RKG Q1 2015 DMR
  8. 8. #SMX #14b @ToddBowman68 Google PLA CPC vs. Non-Brand Text Ads* *Median Site Results for U.S. Retail Source: Merkle|RKG Q1 2015 DMR
  9. 9. #SMX #14b @ToddBowman68 Splitting Out Brand & Non-Brand PLA Traffic
  10. 10. #SMX #14b @ToddBowman68 Campaign Priorities Low Priority Default Bids Medium Priority Trumps bids in Low Priority Campaigns for any product that applies High Priority Trumps bids in Low & Medium Priority Campaigns for any product that applies
  11. 11. #SMX #14b @ToddBowman68 Campaign Structure Medium Priority Low Priority Low Priority
  12. 12. #SMX #14b @ToddBowman68 Adding Brand Level Negatives
  13. 13. #SMX #14b @ToddBowman68 Brand Campaign – Why Low Priority?
  14. 14. #SMX #14b @ToddBowman68 Google PLAs & Bing Product Ads as One Source: Merkle|RKG Q1 2015 DMR
  15. 15. #SMX #14b @ToddBowman68 Bing Shopping Campaigns Transition
  16. 16. #SMX #14b @ToddBowman68 Import Google Campaign Structure All Products Campaign Low Priority Campaign Targeting All Products Granularly Medium Priority Outliers Campaign High Priority
  17. 17. #SMX #14b @ToddBowman68 Plan Early and Move Slowly Plan Early and Move Slowly
  18. 18. #SMX #14b @ToddBowman68 5-10% CTR lift Merchant Promotions
  19. 19. #SMX #14b @ToddBowman68 Select CSEs Continue to See Success Source: Merkle|RKG Q1 2015 DMR
  20. 20. #SMX #14b @ToddBowman68 ECN Using eBay.com for eBay PLAs Source: Merkle|RKG Q1 2015 DMR
  21. 21. #SMX #14b @ToddBowman68 THANK YOU! Join us @SMX East NEW YORK CITY Sept. 29th – Oct. 1st 2015

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