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Text Ads vs. Product Listing Ads

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Text Ads vs. Product Listing Ads

  1. 1. TEXT ADS VS. PRODUCT LISTING ADS WEBINAR | 8.5.2014
  2. 2. Agenda Kurzvorstellung smec Einleitung - Problematik Entwicklung PLAs vs. Text Ads Neuheit Shopping Campaigns Lösungsansatz Step 1: Shopping Ads optimieren Step 2: Synergien nutzen - Keyword Harvesting Frage & Antwort Runde
  3. 3. Wer ist smec? 70 ~1,5Mio.€ Transparenz, Effizienz, Performance 100 Accounts 10Mio.€ Mediabudget
  4. 4. Hüseyin Gürbey Online Marketing & Sales T +43 (0) 699 14 1111 34 M hueseyin.guerbey@smarter-ecommerce.com Speaker
  5. 5. Umfrage Setzen Sie Textanzeigen oder Product Listing Ads ein?
  6. 6. Problematik Fragestellungen für Retailer Werden die klassischen TextAds von Product Listing Ads verdrängt? Wie profitabel können TextAds überhaupt noch sein? Muss man seine Strategie ändern? Auf welches Pferd setzt man am besten?
  7. 7. Entwicklung PLA Click-Share (Anteil der Klicks am Gesamtvolumen bez. Klicks) Q1 2014 50%Click-Share Product Listing Ads haben Text Ads mittlerweile eingeholt!
  8. 8. Entwicklung Steigerung an Klicks (Q1 2013 - Q1 2014) vs. TEXTADS 4%STEIGERUNG PLAS 51%STEIGERUNG Wie profitabel können Text Ads noch sein?
  9. 9. AUF WELCHES PFERD SOLLEN RETAILER SETZEN?
  10. 10. ... auf beide! Denn Text Ads sind durchaus profitabel, wenn sie nahe an der Suchintention der Kunden liegen.
  11. 11. DAHER: STEP 1: SHOPPING ADS OPTIMIEREN!
  12. 12. Shopping Campaigns? Product Listing Ads Shopping Ads Ab August 2014 Nach außen nur Namensänderung Anzeigen mit Produktinformationen -> Shopping-Anzeigen (Shopping Ads) Änderungen im Management
  13. 13. Was sind PLAs (Shopping Ads)?
  14. 14. PRODUKTDATENFEED IM MERCHANT CENTER SHOPPING ADS = + GOOGLE ADWORDS ACCOUNT
  15. 15. SHOPPING ADS WIE OPTIMIEREN? BEST PRACTICE
  16. 16. Google Standard
  17. 17. Empfohlene Struktur
  18. 18. PRODUKTGENAUES BID MANAGEMENT
  19. 19. NEGATIVE KEYWORDS
  20. 20. Negative Keywords PLA AdGroup Samsung UE46F6500 PLA Search Queries UE46F6500 Samsung F6500 46 Zoll F6500 Samsung F6500 gebraucht Samsung F Serie Samsung F6500 Testsieger KPI-Analyse Samsung F6500 gebraucht Samsung F Serie Samsung F6500 Testsieger Einbuchung negativer Keywords Fernbleiben von unrentablen Auktionen
  21. 21. BLACK LISTED PRODUCT LISTING ADS BLACK LISTED PRODUCTS Automatisierte Pausierung unrentabler Produkte
  22. 22. Blacklisted Products CPO: € 5,00 CPO: € 12,00 CPO-Grenze: 3,50,--
  23. 23. SYNERGIEN MIT TEXT ADS NUTZEN STEP 2
  24. 24. “Keyword Harvesting” Goldgrube PLA Suchanfragenbericht Suchanfragen pro produkt
  25. 25. “Keyword Harvesting” in 5 Schritten... 1 PLA Suchanfragebericht 2 3 Extrahierung von stark laufenden Suchanfragen Filtern nach Performance-Kriterien (zB KUR, CPO) 4 Neue Anzeigengruppe für betreffendes Produkt + Einbuchen der Suchanfragen als Keywords 5 Erstellen von hochrelevanten Textanzeigen
  26. 26. Shopping Ad Search Queries Conversions > 1 KUR < 15% Textanzeigen blade 500 3d bnf basic blade 500 3d heli blade 500 3D heli blade basic KW1: blade 500 3d bnf basic KW2: blade 500 3d blade 500 3d bnf basic blade 500 3d heli blade 500 3d { } blade 500 3d bnf basic blade 500 3d heli blade 500 3d ... anhand eines Beispiels { } heli blade basic
  27. 27. ... anhand eines Beispiels
  28. 28. CONCLUSIO ZUSÄTZLICHE TEXT-AD REICHWEITE ZU PLA-RELATIONEN
  29. 29. FRAGEN? ANMERKUNGEN? KONTAKTIEREN SIE MICH! T +43 699 14 1111 34 M hg@smarter-ecommerce.com Hüseyin Gürbey

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