This document discusses Google's transition of its shopping platform from free listings to a paid model using Product Listing Ads (PLAs). It provides an overview of what is changing, the timeline, decisions merchants need to make, and steps to take like setting up accounts and feeds. Merchants are encouraged to claim promotional credits available for signing up and offered additional training resources and support.

1. Google Shopping
goes PPC
What you Need to Know
Chloë Thomas
31st January 2013

2. Google Shopping goes PPC
● What is Google Shopping?
● What's happening?
● The decisions you need to make
● What you need to do
● Introduction to PLAs
(Product Listing Ads)

7. Join the inner circle
● Sign up for 4 months - get 2 Months extra Free!
● Sign up for 7 months - get 5 Months extra Free!
PLUS - A free copy of my not-yet-released video:
"Seven Secrets of eCommerce Success" - worth £67

8. Google Shopping goes PPC
● What is Google Shopping?
● What's happening?
● The decisions you need to make
● What you need to do
● Introduction to PLAs
(Product Listing Ads)

10. Currently
Google
"Product Feed" Merchant
Centre
Your Website File of your product
information in the an account to
Google specified format manage the
submission of your
feed to Google

11. Google Shopping goes PPC
● What is Google Shopping?
● What's happening?
● The decisions you need to make
● What you need to do
● Introduction to PLAs
(Product Listing Ads)

12. The New World
The Old World

13. Google Shopping goes PPC
Who does it affect?
Australia, Japan, Brazil, Italy, Spain, France,
UK, Netherlands, Germany and Switzerland
When will it happen?
"whole process completed by the end of Q2
2013"

14. Known timetable
● 31/5/12 – Google announces the upcoming changes for the US
● 17/10/12 – US changes complete
● 15/11/12 – Google announces the international roll-out
● 13/2/13 – The international search results pages will change to have paid
Shopping results, not the free ones
● March 13 (no date yet given) – Merchants will have to conform to the new
feed specification
● 12/4/13 – Merchants must be signed up if they want the promotional
incentives
● Q2 2013 – completed

15. The Headlines:
● No more free traffic from Google product
feeds
● Big opportunities to optimise your Google
PPC with Product Listing Ads (PLAs)
● You need to update your feed to keep
playing

16. Google Shopping goes PPC
● What is Google Shopping?
● What's happening?
● The decisions you need to make
● What you need to do
● Introduction to PLAs
(Product Listing Ads)

17. New system
Google
Merchant
Centre
an account to
"Product Feed" manage the
submission of
Your Website File of your product your feed to
information in the Google
Google specified format
Google
Adwords
an account to
manage the
display of your
product ads

18. Quick Status Audit
Yes No
Yes
No

19. Google Shopping goes PPC
● What is Google Shopping?
● What's happening?
● The decisions you need to make
● What you need to do
● Introduction to PLAs
(Product Listing Ads)

20. To do list:
Yes No
Yes
● check your feed ● Create an Adwords
meets new account
specification ● Integrate conversion
● link your Adwords tracking
and Merchant ● Link adwords and
Center Accounts analytics
No ● create a feed
● create a Merchant
Centre Account
● submit your feed
Tip - use the same email address for all Google Accounts.

21. This slidepack will be
shared on Slideshare
tonight:
New Feed Specification:
http://www.slideshare.
● http://goo.gl/U0Zl9
net/Chloe_eCMP
Create Merchant Centre Account:
● www.google.co.uk/merchants
Create Google Adwords Account:
● adwords.google.co.uk
Link Adwords and Merchant Centre:
● Login to Merchant Centre, and link via the Adwords section

22. Google gives a little bit back...
£75 Promotional Credit 10% Monthly Credit
1. Have an AdWords account with a 1. Have a Merchant Center feed
billing address in one of these targeting one of these countries:
countries: Australia, Brazil, France, Australia, Brazil, France, Germany,
Germany, Italy, Japan, the Italy, Japan, the Netherlands, Spain,
Netherlands, Spain, Switzerland, or Switzerland, or United Kingdom.
United Kingdom.
2. Have an active product listing ad
2. Have a product listing ad (PLA) (PLA) campaign that promotes every
campaign that promotes every product in your Merchant Center
product in your Merchant Center feed.
account.
3. Be an active Google Shopping
merchant on or before 1 December
2012.
http://goo.gl/dN99h - to check terms, and apply

23. Google Shopping goes PPC
● What is Google Shopping?
● What's happening?
● The decisions you need to make
● What you need to do
● Introduction to PLAs
(Product Listing Ads)

24. PLAs Opportunity
● C.S.1:
○ Site visits up 129%
○ Bounce Rate down 9.8%
● C.S.2:
○ AOV up 15%
○ Dormant products back to life
● Compared to rest of the PPC account:
○ CTR x2
○ Revenue up 102%
○ Cost per click down 36%

25. Very Brief Intro to PLAs
1. Create Campaign in Merchant Center
2. Enable Product Listings and Extensions in
Google Adwords (in Campaign Settings)
3. Create Auto targets, Adgroups and Ads

26. Very Brief Intro to PLAs
Group Products Using "Auto Targets"
● Brand the manufacturer
● Product Type designation of product category
● Condition new, used etc
● Adwords Label custom grouping, 1 product multi labels
● Adwords Grouping custom grouping
● All products
Each Adgroup:
One Auto Target Multiple Auto Targets

27. Join the inner circle
● Sign up for 4 months - get 2 Months extra Free!
● Sign up for 7 months - get 5 Months extra Free!
PLUS - A free copy of my not-yet-released video:
"Seven Secrets of eCommerce Success" - worth £67

28. Your To Do List:
1. Decide if you want to use PLAs
2. Sort out your feed
3. Create the relevant Google Accounts
4. Link up all your accounts
5. Build your PLAs
6. Start the Optimisation Process
This slidepack will be shared on Slideshare Next week we'll be
tonight: publishing a Guide
to this transition -
http://www.slideshare.net/Chloe_eCMP keep an eye out