1. E-COMMERCE PPC
HOW TO GET THE MOST OUT OF PRODUCT LISTING
ADS (PLAS)

2. WHO THE
HELL?
WHAT THE
HELL?
@NATEKNOX
PRODUCT LISTING ADS
•
•
WIFE & (NEW) SON
BREWING & DRINKING BEER
SEARCH MARKETER
•
•
•
•
ADWORDS & BING
FACEBOOK & TWITTER
LANDING PAGES & CRO
SEO & LOCAL SEO
…PLAs!
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•
•
•
•
•
•
•
WHAT & WHERE ARE PLAs?
WHEN DO I USE THEM?
WHY WOULD I USE THEM?
HOW DO I SET UP PLAs?
HOW CAN YOU PROVE IT?
• CASE STUDY
HOW DID YOU DO THAT?
WHERE DO I PUT MY FEED?
HOW DO I GET THERE?

3. WHAT & WHERE ARE THEY?
3

4. 4

5. WHEN DO I USE THEM?
TWO SCENARIOS TO USE PLAs:
1. E-COMMERCE
5

6. WHEN DO I USE THEM?
TWO SCENARIOS TO USE PLAs:
1. E-COMMERCE
2. ALL THE TIME
NOT USING PLAS IS LIKE ALWAYS DRIVING A CAR IN FIRST
6

7. WHY WOULD I USE THEM?
PROS:
•
•
VISUAL
•
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$$$$
MORE SERP TAKEOVER

8. WHY WOULD I USE THEM?
PROS:
•
$$$$
•
VISUAL
•
MORE SERP TAKEOVER
CONS
•
NONE, IDIOT
NEWSFLASH: PEOPLE DON’T RE
8

9. HOW DO I SET UP PLAS?
GET STARTED WITH PLAs
•
•
LINK THE TWO ACCOUNTS
•
CREATE A DATA FEED
•
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NEED ADWORDS & MERCHANT CENTER
CREATE A NEW PLA CAMPAIGN

10. HOW CAN YOU PROVE IT?
BREAK IT DOWN: CASE STUDY TIME
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11. HOW CAN YOU PROVE IT?
“GET US 10:1 ROAS”
3,200 Clicks
2.00% CTR
$0.50 CPC
$1,600 spend
11
$7,400 Revenue
4.6 ROAS
$57 CPA
$163 Ave. Value

12. HOW CAN YOU PROVE IT?
“WE GOT THIS!”
• PRODUCT EXTENSIONS
(discontinued)
• PLAs
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13. HOW CAN YOU PROVE IT?
“IT’S MONEY TIME!”
• PRODUCT EXTENSIONS
(discontinued)
• PLAs
13

14. HOW CAN YOU PROVE IT?
“WTF! WHERE’S THE PILE OF MONEY?”
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15. If you build it, they will come
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16. If you build it ...
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17. HOW CAN YOU PROVE IT?
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18. HOW CAN YOU PROVE IT?
43,700 Clicks (1,265%)
3.50% CTR (75%)
$0.15 CPC (-70%)
$6,500 Spend (300%)
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$101,994.83 Revenue (1,278%)
15.6 ROAS (239%)
$15 CPA (-73%)
$221 Ave. Value (35%)

19. HOW DID YOU DO THAT?
OPTIMIZE YOUR FEED
TREAT PLAs THE SAME
CONSTANT MAINTENANCE
PIMP IT OUT!
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20. HOW DID YOU DO THAT?
OPTIMIZE YOUR FEED
EVERY PRODUCT IS A LANDING PAGE
•
•
STRONG, SPECIFIC COPY
•
HIGH-QUALITY, ENTICING IMAGES
•
DIFFERENTIATE YOUR STORE
•
UTILIZE ALL FIELDS WITH RELEVENT DATA
SIMPLY CARRYING PRODUCTS ISN’T ENOUGH, GIVE A REASON
TO BUY
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21. CTR FUELS EVERYTHING
ELSE, MAXIMIZE IT
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24. 24

25. 25

26. WHERE WOULD YOU BUY?
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27. WHERE WOULD YOU BUY?
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28. WHERE WOULD YOU BUY?
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29. WHERE WOULD YOU BUY?
DIFFERENTIATE YOUR STORE
•
COMPETE ON THE PRICE
•
CALL OUT DEALS & USE OFFER EXTENSIONS
•
LEVERAGE REVIEWS
•
APPLY FOR TRUSTED STORE STATUS
•
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GREAT CUSTOMER SERVICE REQUIRED

30. HOW DID YOU DO THAT?
TREAT PLAs THE SAME
IT’S STILL SEARCH!
•
•
YOUR JOB IS STILL THE SAME
•
CAMPAIGNS > AD GROUPS > TARGETS > NEGATIVES
YOUR JOB DOESN’T CHANGE JUST BECAUSE GOOGLE CHANGED SO
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31. HOW DID YOU DO THAT?
6 ROUTES OF TARGETING
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•
PRODUCT TYPE
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BRAND
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CONDITION
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ADWORDS LABELS
•
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ID
ADWORDS GROUPING

32. HOW DID YOU DO THAT?
ADD SPECIFIC TARGETS TO LOWER WASTE; TEST TO FIND SW
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33. HOW DID YOU DO THAT?
GET GRANULAR, ENSURE ATTRIBUTES ARE IN
FEED, VALIDATE
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34. HOW DID YOU DO THAT?
SIDE NOTE: SETTING BIDS ON PLAs
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•
HIGHER BIDS
•
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DON’T LISTEN TO GOOGLE
FIND WHAT WORKS FOR YOU
MORE $$$

35. HOW DID YOU DO THAT?
CONSTANT MAINTENANCE
• FIX ERRORS ASAP. DATA QUALITY ISSUES CAN BRING DOWN THE ACCOUNT
QUALITY FEEDS MAKE MONEY, LAZINESS WAST
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36. HOW DID YOU DO THAT?
GUESS WHEN GOOGLE MADE A CHANGE
• PRODUCT APPROVAL CHANGES
• CRACKDOWN ON RESTRICTED PRODUCTS
• SHIPWRECKED ACCOUNT
YOU CAN HAVE GUNS & AMMO, BUT YOU CAN’T SELL THEM
WITH PLAS
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37. …AM I DONE YET?
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38. NO!
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39. PIMP OUT THAT DATA FEED
GET THAT DATA FEED EVERYWHERE
•
GOOGLE
•
BING / YAHOO
•
EBAY
•
SHOPPING
•
SEARS
•
ALL OF THE PLACES!
LOOK BEFORE YOU JUMP, SOME PLACES TAKE
COMMISSION
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40. PIMP OUT THAT DATA FEED
Which do
you prefer?
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41. PIMP OUT THAT DATA FEED
This?
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42. PIMP OUT THAT DATA FEED
WHICH DO YOU PREFER?
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Or this?

43. BUT HOW DO I GET
THERE?
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44. LIFEHACK: USE GODATAFEEDS TO PIMP
YOUR PLAS
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45. Do it
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because I said so

46. THANK YOU