WINNING THE PLA GAME …Lessons From Your Competition

1. Are You Smarter?

2. Do You Have Bigger Budgets?

3. Is Your BrandMore Powerful?

So What’s the Secretto Succeeding in aHighly Competitive

Market Against Larger, Richer, Stronger Brands?

Execute Better

How to Understand What

Your Competition is Doing,Copy What’s Working,

and Out Execute Them Every Step of the Way!

Get More PLA Traffic

Avoid Competing withYourself in PLAs

Make PLAs MoreProfitable

Organic Listings

Paid Text Ads

Product Listing Ads

1. The Nuts and Bolts of PLAs

• You provide a data feed to Google • Title, description, price, categories, SKU, etc.

• You bid on the product not the search term

• Google does not display PLAs for every search term

• PLAs only on what Google determines are “buying” terms

• Products are displayed and ordered based on quality score

• Click-thru rate and bid price

PLAs

SEO += Page Content

Links

+= Data Feed

$$$

2. Where to Find PLA Expertise

3. Why We’re a Good PLA Sandbox

1. How to Drive More Profitable

PLA Traffic

Standard Title Format ...• “Framed Art Print [Title]

by [Artist] [Size (in cm?)]

Optimized Title Format...• “Framed [Artist] Art” • “[Artist] Framed Art”• “Framed [Room] Art”• “[Room] Framed Art”

1. Perform a Paid Search/PLA Gap Analysis Are you getting PLA traffic from your most valuable paid search keywords?

2. Identify 5-10 Search Terms From Which You’d Like to See PLA Traffic

Start with terms with moderate search volume and high ROIs

3. Select 10-20 Test Products Modify the titles and descriptions so that Google maps the products to the

search term(s) you’re targeting

Increase your bids on the products

4. Closely Monitor the PLA Traffic From Those Products Add negatives if you’re getting bad traffic (i.e. Sunflowers)

Action Plan for More PLA Traffic

2. How to Avoid Competing

with Yourself

1. Be proactive in developing a Marketplace Strategy

2. Pass your Marketplace partners your exact data and they WILL show up in the same search terms as you Not only in PLAs, but SEO as well

3. If you’re optimizing for higher volume search terms, you may want to drive long tail traffic through Marketplaces

Pass your Marketplace partners the “real” title, the manufacturer’s content and SKU

Create your own title and content You may need to change your SKU

4. Understand the consequences of offering a lower marketplace price

Action Plan for Managing Marketplaces

3. How to Make PLAs

More Profitable

2% 80%

PLAs += HighConversion

High Bounce

Rate

10% non-bounce conversion

1. Create a Quick View Version of the Product Page

2. Make Similar Products Accessible Preferably above the fold

Try to match the products to the optimized title

3. Test Navigation/Facets

4. Include Trust/Social Proof Elements Site ratings, customer testimonials

Guarantee

5. Don’t Overlook Mobile Experience Unlike Text ads you cannot exclude mobile/tablet PLA traffic

6. Test Your Landing Page in Retargeting/Display

Action Plan for a PLA Landing Page

4. What Our PLAs

Look Like Today

1. Throw out your notes from this session

2. Conduct your own competitive analysis

3. List 3-5 things your competitorsdo really well

4. Execute them better

5. See your results go through the roof

6. Take full credit for all your “innovations”

Next Steps

david.dwek@metaverse.com@daviddwek

Linkedin.com/in/daviddwek