Post on 14-Sep-2014
description
The New Face of PLAsNew PLA Structure
CPC Strategy
WEBINAR HOUSEKEEPING
Webinar Recording & Questions
Stay tuned for recording email Q&A following the presentation Chat box to the right
Mary WeinsteinDirector of Account Managementmary@cpcstrategy.com
WEBINAR HOUSEKEEPING
Jeff ColemanDirector of Account Managementjeff@cpcstrategy.com
6+ years of Google expertise Google Analytics certified Google AdWords certified Manages over $50,000 ad spend Soon to be Dad
Manages Over $50,000 inAd Spend
GOOGLE SHOPPING CAMPAIGNS
Google Search Overview New PLA Google Shopping Campaigns Shopping Campaign Ad Group Structure Google Shopping Campaign Pros & Cons Best Practices
What We’ll Cover
Google Product Listing Ads
Google Search Overview PLA Benefits PLA Structure
Google Shopping Is Now PaidGOOGLE SEARCH OVERVIEW
Product listing Ads (display ads, PPC) Text ads (PPC) Organic Search results
What’s on a Google Search Page?
Google Shopping Is Now PaidGOOGLE SEARCH OVERVIEW
What’s on a Google search page?
Google Shopping Is Now PaidGOOGLE SHOPPING PRODUCT LISTING ADS
Google Shopping Is Now PaidWHY PRODUCT LISTING ADS?
Interdasting Facts
There are over 1 billion products on Google Shopping
Google PLA clicks increased 200% YOY since Sept (2012)
PLAs are available in 23 countries globally
Display ads have a 22% higher click-through rate than traditional text ads
PLAs allow you to make ad group and bid changes
PLAs work with Google Analytics
Shopping campaigns let you make changes in AdWords
Google Shopping Is Now Paid PRODUCT LISTING ADS STRUCTURE
Use feed labels to create ad groups within AdWords
HEAVILY dependent on ability to change your feed
Allow merchants to make a lot of different, detailed ad groups,
which can lead to bid overlap
New Google PLAs
New PLA Structure New PLA structure benefits New PLA structure limitations Should you create New PLA ads?
Google Shopping Is Now PaidNEW PRODUCT LISTING ADS STRUCTURE
All Products
Product Category
Product Sub Category
Hierarchical Segments “remaining products” from All Product Ad groups not product groups Custom Labels 0-4 (vs. AdWords_labels) 10 Feed attributes
All Products
Google Shopping Is Now Paid NEW PRODUCT LISTING ADS PROS & CONS
Benefit Limitation
Easy Build out Limited segmentation
Data will already exist when you subdivide your groups
Less accessible graphical representation of performance over time, different locations for information like downloadable reports , change history within AdWords (dimensions)
Benchmark CTR & Bids Layers Cannot Be Retrieved Once Deleted
Products Tab shows you all your product data directly in the AdWords login and is searchable by any attribute
Easy to delete entire campaign
Google Shopping Is Now Paid NEW PRODUCT LISTING ADS: SHOULD I?
Do you have limited access to your data feed?
Are you only using an all products ad group?
Are your PLA ads fairly limited in how broken out they are?
Are you using few AdWords labels in your data feed?
Do you have an existing PLA campaign with historical performance?
Is your PLA campaign broken out extensively (best sellers, pricebuckets ,
ect.)?
Are you using multiple AdWords labels in your data feed?
Does your PLA campaign use filters?
CPC Strategy