Changing The PLA Landscape 2013 To Present By Jay Stampfl

PLA To Pay: Maximizing Profits

With Product Listing Ads

Jay Stampfl, 3Q Digital

Jay Stampfl, 3Q Digital #SMX


PLA Changes 2013

Account Structure

Shopping

Bidding

Changing PLA Landscape 2013 to Present

By Jay Stampfl, 3Q Digital #SMX


There is a well documented steady increase in share of market


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Impressions CPC

Impressions and CPC

Scale and CPC have increased through 2013, more auctions with more competitors


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Cost ROAS

Cost and ROAS

We have also seen increased scale and revenue, particularly in the holidays

Bidding and Account Structure



Negatives and Forcing Queries

Query Google decides what

products are eligible to show

Negatives are applied

Query Negatives are accounted Google then chooses what ad/KW of the

remaining

PLAs

Search

Cannot force match type control with negatives in PLAs. A very common error.


Top Terms are invariably going to be more generic

Since these terms are going to be eligible for a variety of products, there is much potential for poor mapping


These terms will be passed to different bid groups, where we see the core issue:


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Conversion Rate declines as bid receive more unique queries. This is a function of more generic terms that could map to many products moving toward higher bids.

Conversion Rate Increases as Unique Queries Decrease


Argument for Best Sellers and the Problem with Order Value

This means it is important to be cognizant of what products are being shown


Top Sellers

Broad Broad Broad

Exceptions Exceptions CPC

Bidding up pushing traffic, bidding down is more problematic


Use conversion rates to choose top products

Be aware that conversion rates shift with bids

Shopping



Shopping changes Priority and Product filter

Campaign Priority allows you to establish query mapping outside of Google-assigned relevancy and CPC. This feature addresses the fundamental issue of how to map query to bid in the absence of strong control.


Shopping Sub Division- Choose the sections that make a difference for your Business


Impression Share and Competitive metrics


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CTR increases with higher Impression Share


The ability to double-serve makes for a fundamentally different auction

Bidding


Conversions and Consumer Behavior


Shallow Heavy

40 % Day 1 difference!


Location, Time of Day, Day of Week


Find what efficiency/scale maximizes profit.

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Profit vs. ROAS

Gross Profit Maximization

Thank You!

Jay Stampfl

[email protected]

Jay Stampfl, 3Q Digital

Changing The PLA Landscape 2013 To Present By Jay Stampfl

Marketing

Transcript of Changing The PLA Landscape 2013 To Present By Jay Stampfl