SEMPO 2013 Webinar on Product Listing Ads with Google Shopping. http://www.sempo.org/?page=webinars

1. Product Listing Ads
They’re All the Rage
Elizabeth Marsten
@ebkendo
Director of Search Marketing
Portent, Inc. 1

2. Reasons You Should Belong to SEMPO
• Expand Your Knowledge
• Engage With Industry
Leaders
• Maximize Your Career Growth
• Grow Your Business
• Save Money

3. Sponsors and Partners
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4. Housekeeping

5. What Are PLAs?
(product listing ads)
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6. Google Shopping
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7. Google Shopping
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8. Google Shopping Results
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9. Google Shopping Results
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10. Why?
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11. $$$$$
Q4 2012:
• 28% of non brand clicks
• 210% increase in clicks (text vs. PLA)
• 600% increase in budgets by advertisers
• Average CPC cheaper than search
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12. Why Not?
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13. $$$$$$
• AdWords, Merchant Center, WMT
• Technical difficulties
• Time consuming
• Competition
• Lack of visibility
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14. What You Need To Do This
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15. Google AdWords Account
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16. Google Merchant Center Account
aka Google Base
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17. Product Feed
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18. Ability to edit the product feed
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19. Google Webmaster Tools
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20. Google Analytics/Conversion Tracking
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21. Putting the Pieces Together
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22. AdWords Checklist
 Create new campaigns for PLAs
 Create new ad groups for PLAs
 Set ad group bids, campaign budget
 No NOT add any keywords/text ads
 Write promotional ads
 Set bids for AdWords attributes/auto targets
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23. Merchant Center Checklist
 Create feed
 Upload to Merchant Center
 Make sure Merchant Center info is filled in
 Wait for feed to be accepted
 Link Merchant Center with AdWords
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24. Analytics Checklist
 Tag all destination URLs (if not GA)
 AdWords conversion tracking
 Auto-tagging enabled (if GA)
 eCommerce/goal tracking in GA
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25. Research Cart Capabilities
 Can you export the needed attributes?
 Can you submit directly to Google?
 Can you edit the feed or submission to use AdWords
attributes?
 Do you need any plugins, extensions or support?
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26. Getting Started
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27. 27

28. Create a New Campaign
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29. Create Ad Groups
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30. Writing the Ads
• Technically “optional”
• 35 characters
• No DKI
• Follow AdWords Editorial Guidelines
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31. 31

32. Link AdWords & Merchant Center
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33. 33

34. Install HTML File
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35. Or Use HTML tag, Domain Name, Google
Analytics
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36. Verify your site using Webmaster Tools,
then claim in Merchant Center
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37. Only one at a time though!
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38. Merchant Center
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39. Set Up Account
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40. Create a Feed
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41. Manual or Automatic
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42. Upload the Feed
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43. Feed Best Practices
• Do more than the required attributes
• Be descriptive, unique
• Watch character limits
• Use the AdWords attributes
• Consider the “freshness” factor
• Feeds have a sort of “quality score” too
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44. Categorization/Google Product Type
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45. “All Products”
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46. 46

47. 47

48. 48

49. Google Product Type vs. Product Type
Product Type = YOUR taxonomy
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50. Using Brand
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51. Bidding by Labels/Groups
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52. Bid On One Product
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53. Layer Attributes
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54. Removing Products
True = included in AdWords/PLAs
False = don’t include
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55. Using Negative Keywords
• PLAs don’t use search keywords, but you can use
negative keywords at the ad group and campaign
level
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56. Ad Group Bid vs. Target Bid
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57. Google Analytics
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58. Using GA
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59. Using the Product Performance section
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60. Using the MCF Section in GA
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61. Get this PLA Dashboard
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62. PLA Dashboard
http://www.portent.com/blog/ppc/product-listing-ads-google-analytics-dashboard.htm
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63. Plug-Ins/Extensioins
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64. Resources
• Portent Blog
• Google Merchant Center help
• Sign up for AdWords & Merchant Center blogs
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66. My Newest PPC eBook
(and my only shameless plug)
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67. PLAs for Beginners
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68. Why you need this book
• Step by step instructions
• Covers AdWords, Merchant Center, Webmaster Tools, GA
• How to create a product feed
• Because you were busy answering work email and forgot to take
notes today
Get it here:
http://www.portent.com/store/products/product-listing-ads-for-beginners
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69. Thank
You!
Elizabeth Marsten
@ebkendo
elizabeth@portent.com
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