mn search: how to get the most out of product listing ads (plas)

E-COMMERCE PPCHOW TO GET THE MOST OUT OF PRODUCT LISTING ADS (PLAS)

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WHO THE HELL?@NATEKNOX

• WIFE & (NEW) SON• BREWING & DRINKING BEER

SEARCH MARKETER• ADWORDS & BING• FACEBOOK & TWITTER• LANDING PAGES & CRO• SEO & LOCAL SEO

…PLAs!

WHAT THE HELL?

PRODUCT LISTING ADS • 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?

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WHAT & WHERE ARE THEY?

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WHEN DO I USE THEM?

TWO SCENARIOS TO USE PLAs:

1. E-COMMERCE

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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 GEAR

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WHY WOULD I USE THEM?

$PROS:

• $$$$

• VISUAL

• MORE SERP TAKEOVER

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WHY WOULD I USE THEM?

$PROS:

• $$$$

• VISUAL

• MORE SERP TAKEOVER

CONS • NONE, IDIOT

NEWSFLASH: PEOPLE DON’T READ

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HOW DO I SET UP PLAS?

GET STARTED WITH PLAs• NEED ADWORDS & MERCHANT

CENTER

• LINK THE TWO ACCOUNTS

• CREATE A DATA FEED

• CREATE A NEW PLA CAMPAIGN

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HOW CAN YOU PROVE IT?

BREAK IT DOWN: CASE STUDY TIME

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HOW CAN YOU PROVE IT?

3,200 Clicks 2.00% CTR $0.50 CPC $1,600 spend

$7,400 Revenue4.6 ROAS $57 CPA $163 Ave. Value

“GET US 10:1 ROAS”

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HOW CAN YOU PROVE IT?

• PRODUCT EXTENSIONS (discontinued)

• PLAs

“WE GOT THIS!”

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HOW CAN YOU PROVE IT?

• PRODUCT EXTENSIONS (discontinued)

• PLAs

“IT’S MONEY TIME!”

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HOW CAN YOU PROVE IT?

“WTF! WHERE’S THE PILE OF MONEY?”

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If you build it, they will come

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If you build it ...

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HOW CAN YOU PROVE IT?

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HOW CAN YOU PROVE IT?

43,700 Clicks (1,265%)3.50% CTR (75%)$0.15 CPC (-70%)$6,500 Spend (300%)

$101,994.83 Revenue (1,278%)15.6 ROAS (239%) $15 CPA (-73%)$221 Ave. Value (35%)

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HOW DID YOU DO THAT?

OPTIMIZE YOUR FEED

TREAT PLAs THE SAME

CONSTANT MAINTENANCE

PIMP IT OUT!

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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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CTR FUELS EVERYTHING ELSE, MAXIMIZE IT

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WHERE WOULD YOU BUY?

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WHERE WOULD YOU BUY?

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WHERE WOULD YOU BUY?

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WHERE WOULD YOU BUY?

DIFFERENTIATE YOUR STORE

• COMPETE ON THE PRICE

• CALL OUT DEALS & USE OFFER EXTENSIONS

• LEVERAGE REVIEWS

• APPLY FOR TRUSTED STORE STATUS

• GREAT CUSTOMER SERVICE REQUIRED $

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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 SOMETHING

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HOW DID YOU DO THAT?

6 ROUTES OF TARGETING

• ID

• PRODUCT TYPE

• BRAND

• CONDITION

• ADWORDS LABELS

• ADWORDS GROUPING

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HOW DID YOU DO THAT?

ADD SPECIFIC TARGETS TO LOWER WASTE; TEST TO FIND SWEET SPOT

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HOW DID YOU DO THAT?

GET GRANULAR, ENSURE ATTRIBUTES ARE IN FEED, VALIDATE

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HOW DID YOU DO THAT?

SIDE NOTE: SETTING BIDS ON PLAs

• DON’T LISTEN TO GOOGLE

• HIGHER BIDS MORE $$$

• FIND WHAT WORKS FOR YOU

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HOW DID YOU DO THAT?

CONSTANT MAINTENANCE• FIX ERRORS ASAP. DATA QUALITY ISSUES CAN BRING DOWN THE

ACCOUNT

QUALITY FEEDS MAKE MONEY, LAZINESS WASTES IT

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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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…AM I DONE YET?

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NO!

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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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PIMP OUT THAT DATA FEED

Which do you

prefer?

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PIMP OUT THAT DATA FEED

This?

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PIMP OUT THAT DATA FEED

WHICH DO YOU PREFER?Or this?

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BUT HOW DO I GET THERE?

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LIFEHACK: USE GODATAFEEDS TO PIMP YOUR PLAS

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Do it because I said so

THANK YOU