Drive More Sales with Product Listing Ads
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This document provides tips for optimizing product listing ads (PLAs) on platforms like Google Shopping and Bing Shopping to boost sales. It recommends testing different product title formats, using categories and custom labels correctly, maintaining a clean product feed, and leveraging bid adjustments and competitive metrics. Key metrics like click-through rate, cost per click, and return on ad spend are compared for different ad formats and products, demonstrating PLAs can significantly outperform regular text ads. Regular maintenance and testing of product feeds on test accounts is advised to improve performance.
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website = https://digitaldiscovery.institute/
address = C 210 A Industrial Area, Phase 8B, Sahibzada Ajit Singh Nagar, Punjab 140308
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- *Competitor Analysis:* Conducted in-depth competitor analysis to identify market position and differentiation opportunities.
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- *Brand Strategy:* Developed a detailed brand strategy to enhance market presence and appeal.
- *Brand Perception:* Analyzed and shaped the brand perception to align with luxury and heritage values.
- *Brand Ladder:* Created a brand ladder to outline the brand's core values, benefits, and attributes.
- *Brand Architecture:* Established a cohesive brand architecture to ensure consistency across all brand touchpoints.
This project helped me gain practical experience in brand strategy, from research and analysis to strategic planning and implementation.
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Drive More Sales with Product Listing Ads
- 1. Power Boost Your Sales With Super-Awesome PLAs
- 2. @JeffAllenUT
- 4. Your Competition Sucks. The Shape Shifting World Of PLAs. Optimizing Your Feed. Random &$^!.
- 5. There’s Jeff, Stealing ideas again.
- 6. What the &%*%^ is Going On With PLA’s?
- 15. Sleep easy, your competition kind of sucks at PLAs.
- 16. 150% better CTR than text ads. STOLEN! (Source: Kenshoo)
- 17. 23% better CVR than text ads. STOLEN! (Source: Kenshoo)
- 18. 31% higher ROAS than text ads. STOLEN! (Source: Kenshoo)
- 19. This would be REALLY useful if So Much Didn’t Get In The Way
- 21. 0.5 Changes.
- 30. 3. Getting re-approval after you &%^$ up the other 2 things.
- 32. I got all that, now what? Optimizing Your Feed
- 33. 1. Test product titles
- 34. Rework the titles so they now read GENERALIZED COLOR + BRAND + CATEGORY Sunshine Dress… Yellow Betsy Johnson Dress Feed Titles Original Final REVENUE INCREASED 239%239% ROAS INCREASED 107%107% IMPRESSIONS INCREASED 57%57% CLICKS INCREASED 81%81% CTR INCREASED 16% 16% STOLEN! (Source: Data Pop)
- 35. STOLEN! (Source: Data Pop) Adding Compatible Products increased the match rates in Google: 31% INCREASE IN ORDERS 31% 35% INCREASE IN CLICKS 35% 1,000 2,000 3,000 $- $5,000 $10,000 $15,000 $20,000 $25,000 $30,000 $35,000 $40,000 $45,000 Revenue Updated Lightning to 30-pin Adapter… Original 276% INCREASE IN REVENUE276% Lightning Adapter (for iPad, iPhone5, iPod)
- 36. 2. Be better at introductions.
- 41. 3. Use categories correctly.
- 44. 4. WHEN categories fail you, turn to custom labels.
- 46. Custom Label = Margin [high, low]
- 47. 5. Maintain feed health.
- 50. Prop tip: Practice on test feeds.
- 53. 1. Bid multipliers matter, a lot.
- 54. Clicks CPC Conv. CPA Desklet 6,998 $.70 196 $25 Mobile 6,458 $.47 94 $32
- 55. Rev. AOV ROAS Desklet $28,822 $147 5.88 Mobile $16,896 $180 5.58
- 56. Based on ROAS, bid down 5%.
- 57. 2. Competitive benchmarks is cooler than you give it credit for.
- 58. At the Product Group Level —> Columns —> Competitive Metrics —> CTR, CPC, Impression Share