The document provides tips for boosting results from paid advertising campaigns, including setting up different types of ad extensions like sitelinks, locations, calls, and products to reach more customers. It also discusses how to properly set up and optimize product listing ads to get granular with specific targets, and the importance of bidding high enough and optimizing ad serving and negative keywords. Proper tracking is also highlighted as tricky due to Google aggregating data across sitelinks.
2. Quick About Me
Founded Chacka Marketing in Tampa, FL
in 2009.
The first Kenshoo [PRO] Agency in the
United States in June 2012, with 100% of staff certified.
Spoken at Search Engine Strategies, Search Insider
Summit, OMMA and Search & Social.
Expecting a baby girl in March 2013!
11. Ad Extensions - Others
Communication (Beta)
Mobile App
Dynamic Search Ads - Dynamic Search Ads target “relevant” searches with ads
generated directly from your site. http://goo.gl/vLGBl
16. Tracking Gets Tricky - Product
1. In your Merchant Center account, click Settings, then AdWords.
2. Enter your AdWords Customer ID (CID). You can find your CID at the top of your
AdWords account when you're signed in.
3. Click Add.
Tracking Tip: Add the AdWords Attributes fields to your product feed to track clicks and
conversions. You will also utilize these fields for PLA management.
20. Product Listing Ads
Set-Up:
1. At minimum, implement Google Conversion Tracking.
2. Create New Campaign for PLA, link Merchant Account.
3. Create an Ad Group for “All Products”.
4. Under the “Auto Targets” tab, select “Add all products”.
21. Product Listing Ads
Get Granular:
5. Plan structure around brands, product types, SKU’s, etc.
6. Use drop downs to find targets and validate them.
23. Optimizing PLA’s
Optimize Ad Serving: Just like paid search, you need to mine your
search queries for negative keywords and additional “Auto Targets”.