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How to Win With PLA Fundamentals

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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: How to Win With PLA Fundamentals - Given by Jake Stewart, @adlucent - Adlucent, Senior Product Manager. #SMX #11B

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How to Win With PLA Fundamentals

  1. 1. MARCH 3, 2015 WIN WITH PLA FUNDAMENTALS Jake Stewart Sr. Product Manager @BuyerPath
  2. 2. searchmarketingexpo.com @BuyerPath #SMX #11B • Performance Review • Feed Optimization • Campaign Structure • Bid Management • Product Ad Extensions Agenda
  3. 3. searchmarketingexpo.com @BuyerPath #SMX #11B Performance Review
  4. 4. searchmarketingexpo.com @BuyerPath #SMX #11B Performance Review 0% 10% 20% 30% 40% 50% 60% 70% November - December Black Friday - Christmas Holiday Year Over Year Sales Increase Google Product AdsGoogle Search Sources 1. Adlucent study
  5. 5. searchmarketingexpo.com @BuyerPath #SMX #11B Performance Review 76.58% 23.52% 2014 83.42% 16.58% 2013 Google Product AdsGoogle Search Holiday PLA & PPC Sales Share Sources 1. Adlucent study
  6. 6. searchmarketingexpo.com @BuyerPath #SMX #11B Performance Review Google Product AdsGoogle Search 12-Month PLA & PPC Sales Share 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% $0 $100,000 $200,000 $300,000 $400,000 $500,000 $600,000 $700,000 Feb-14 Mar-14 Apr-14 May-14 Jun-14 Jul-14 Aug-14 Sep-14 Oct-14 Nov-14 Dec-14 Jan-15 Revenue($) SalesShare(%) 41.69% Sources 1. Adlucent study Shopping Campaigns transition
  7. 7. searchmarketingexpo.com @BuyerPath #SMX #11B Feed Optimization
  8. 8. searchmarketingexpo.com @BuyerPath #SMX #11B • The product feed is the foundation of your Shopping Campaigns • Feeds provide both query matching fodder and product ad content Case in Point1 Heels.com was able to increase revenue by 50% and decrease cost by 38% by implementing feed optimization best practices. Feed Optimization Sources 1. BuyerPath Customer Success Story
  9. 9. searchmarketingexpo.com @BuyerPath #SMX #11B • These product attributes have a significant effect on performance but cannot be “optimized” per se (through feed optimization): • Images • Prices • Inventory Image Quality Score Filtering In Q4 2014, Google began “filtering merchant products with low quality images to improve user experience.” Make sure you follow their image guidelines to ensure maximum visibility (e.g., images should be at least 800 pixels in height and width). Feed Optimization
  10. 10. searchmarketingexpo.com @BuyerPath #SMX #11B • Certain feed data can be manipulated to improve query matching and show more relevant PLA content: • Title • Description • Color • Size • Google Product Category Feed Optimization
  11. 11. searchmarketingexpo.com @BuyerPath #SMX #11B • Below are some feed optimization best practices: • Cleanse product data (fix misspellings, correct awkward formatting, remove special characters, delete any HTML mark-up that appears) • Add relevant content if absent (product brand names, sub-brands, key nouns, modifiers, and color or material where appropriate) • Front-load the Title to ensure the most important content is shown on the SERP (only the first 25 characters or so are likely to appear) Feed Optimization
  12. 12. searchmarketingexpo.com @BuyerPath #SMX #11B Impressions Clicks Case in Point1 • Raw Title “Karen Walker Number One in Peach peach No” • Optimized Title “Karen Walker Sunglasses – Karen Walker Number One Sunglasses in Peach” Feed Optimization AfterBefore +360% +261% Sources 1. BuyerPath Customer Success Story
  13. 13. searchmarketingexpo.com @BuyerPath #SMX #11B • Analyze search query reports and make additions to Titles and Descriptions to attract more qualified customers Feed Optimization
  14. 14. searchmarketingexpo.com @BuyerPath #SMX #11B • Use Benchmark CTR to identify products in need of optimization Feed Optimization
  15. 15. searchmarketingexpo.com @BuyerPath #SMX #11B Campaign Structure
  16. 16. searchmarketingexpo.com @BuyerPath #SMX #11B • The primary objective of a Product Advertising scheme should be to align your campaign structure to your account’s needs • For example, if your account is heavily promotional at the brand level, use brand targets; alternatively, if you sell an array of product categories with different seasonal peaks, use category targets • Aligning your structure to retailing practices will allow you to “pull the levers” you need to make it respond to different challenges and opportunities Campaign Structure
  17. 17. searchmarketingexpo.com @BuyerPath #SMX #11B • The secondary objective of a Product Advertising scheme should be to separately target groups of products that are likely to perform similarly to one another • When products fall into the “Everything Else” bucket, you lose bidding granularity and expose opportunities for inefficiency • “Everything Else” can still be OK as long as the products covered are similar (or if they represent a relatively small amount of traffic) Campaign Structure
  18. 18. searchmarketingexpo.com @BuyerPath #SMX #11B Campaign Structure Primary Shopping Campaign(s) • Comprehensive coverage, broken down by Brand or Category at the top tier • Use these campaigns to target groups of similar products • Multiple campaigns may be required if using inventory filters Auxiliary Shopping Campaign • Selective coverage, focusing on particularly important product groups (key SKUs, Custom Labels) • Use this campaign to promote sales or promotions and to accommodate seasonality
  19. 19. searchmarketingexpo.com @BuyerPath #SMX #11B • Use proactive feed management to improve product targeting: • Add Custom Labels to identify important product segments, such as top- sellers, seasonal items, or products that are on sale Campaign Structure
  20. 20. searchmarketingexpo.com @BuyerPath #SMX #11B • Break down your Shopping Campaign into multiple campaigns or ad groups to enable more effective search query management Campaign Structure Single Campaign or Ad Group Multiple Groups All negative keywords apply to every product Negative keywords can be applied selectively
  21. 21. searchmarketingexpo.com @BuyerPath #SMX #11B Bid Management
  22. 22. searchmarketingexpo.com @BuyerPath #SMX #11B • Use Impression Share to identify opportunities for extra traffic Bid Management
  23. 23. searchmarketingexpo.com @BuyerPath #SMX #11B • Use Benchmark Max CPC to find areas to be more competitive Bid Management
  24. 24. searchmarketingexpo.com @BuyerPath #SMX #11B • Product Ads are like a storefront window display: use them to draw customers into your website Bid Management
  25. 25. searchmarketingexpo.com @BuyerPath #SMX #11B Product Ad Extensions
  26. 26. searchmarketingexpo.com @BuyerPath #SMX #11B • Google Merchant Promotions can increase CTR by up to 7% and decrease CPC by up to 11%1 • Use effective dates to “automate” holiday promotions Merchant Promotions Sources 1. Google study
  27. 27. searchmarketingexpo.com @BuyerPath #SMX #11B • Customers are 83% more likely to visit a store if they can check the availability of an item online first1 Local Inventory Ads Sources 1. Google study
  28. 28. searchmarketingexpo.com @BuyerPath #SMX #11B

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