1. E-COMMERCE PPC HOW TO GET THE MOST OUT OF PRODUCT LISTING ADS (PLAS)

2. WHO THE HELL?WHAT THE HELL?@NATEKNOXPRODUCT LISTING ADS WIFE & (NEW) SON BREWING & DRINKING BEERSEARCH MARKETER ADWORDS & BING FACEBOOK & TWITTER LANDING PAGES & CRO SEO & LOCAL SEOPLAs! 2 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? 3. WHAT & WHERE ARE THEY?3 4. 4 5. WHEN DO I USE THEM? TWO SCENARIOS TO USE PLAs:1. E-COMMERCE5 6. WHEN DO I USE THEM? TWO SCENARIOS TO USE PLAs:1. E-COMMERCE 2. ALL THE TIMENOT USING PLAS IS LIKE ALWAYS DRIVING A CAR IN FIRST 6 7. WHY WOULD I USE THEM? PROS: VISUAL7$$$$ MORE SERP TAKEOVER 8. WHY WOULD I USE THEM? PROS: $$$$VISUALMORE SERP TAKEOVERCONS NONE, IDIOTNEWSFLASH: PEOPLE DONT RE 8 9. HOW DO I SET UP PLAS? GET STARTED WITH PLAs LINK THE TWO ACCOUNTSCREATE A DATA FEED9NEED ADWORDS & MERCHANT CENTERCREATE A NEW PLA CAMPAIGN 10. HOW CAN YOU PROVE IT? BREAK IT DOWN: CASE STUDY TIME10 11. HOW CAN YOU PROVE IT? GET US 10:1 ROAS 3,200 Clicks 2.00% CTR $0.50 CPC $1,600 spend11$7,400 Revenue 4.6 ROAS $57 CPA $163 Ave. Value 12. HOW CAN YOU PROVE IT? WE GOT THIS! PRODUCT EXTENSIONS (discontinued) PLAs12 13. HOW CAN YOU PROVE IT? ITS MONEY TIME! PRODUCT EXTENSIONS (discontinued) PLAs13 14. HOW CAN YOU PROVE IT? WTF! WHERES THE PILE OF MONEY?14 15. If you build it, they will come 15 16. If you build it ... 16 17. HOW CAN YOU PROVE IT?17 18. HOW CAN YOU PROVE IT? 43,700 Clicks (1,265%) 3.50% CTR (75%) $0.15 CPC (-70%) $6,500 Spend (300%)18$101,994.83 Revenue (1,278%) 15.6 ROAS (239%) $15 CPA (-73%) $221 Ave. Value (35%) 19. HOW DID YOU DO THAT? OPTIMIZE YOUR FEEDTREAT PLAs THE SAME CONSTANT MAINTENANCE PIMP IT OUT!19 20. HOW DID YOU DO THAT? OPTIMIZE YOUR FEEDEVERY PRODUCT IS A LANDING PAGE STRONG, SPECIFIC COPYHIGH-QUALITY, ENTICING IMAGESDIFFERENTIATE YOUR STOREUTILIZE ALL FIELDS WITH RELEVENT DATA SIMPLY CARRYING PRODUCTS ISNT ENOUGH, GIVE A REASON TO BUY20 21. CTR FUELS EVERYTHING ELSE, MAXIMIZE IT 21 22. 22 23. 23 24. 24 25. 25 26. WHERE WOULD YOU BUY?26 27. WHERE WOULD YOU BUY?27 28. WHERE WOULD YOU BUY?28 29. WHERE WOULD YOU BUY? DIFFERENTIATE YOUR STORECOMPETE ON THE PRICECALL OUT DEALS & USE OFFER EXTENSIONSLEVERAGE REVIEWSAPPLY FOR TRUSTED STORE STATUS 29GREAT CUSTOMER SERVICE REQUIRED 30. HOW DID YOU DO THAT? TREAT PLAs THE SAMEITS STILL SEARCH! YOUR JOB IS STILL THE SAMECAMPAIGNS > AD GROUPS > TARGETS > NEGATIVESYOUR JOB DOESNT CHANGE JUST BECAUSE GOOGLE CHANGED SO 30 31. HOW DID YOU DO THAT? 6 ROUTES OF TARGETING PRODUCT TYPEBRANDCONDITIONADWORDS LABELS31IDADWORDS GROUPING 32. HOW DID YOU DO THAT?ADD SPECIFIC TARGETS TO LOWER WASTE; TEST TO FIND SW 32 33. HOW DID YOU DO THAT?GET GRANULAR, ENSURE ATTRIBUTES ARE IN FEED, VALIDATE 33 34. HOW DID YOU DO THAT? SIDE NOTE: SETTING BIDS ON PLAs HIGHER BIDS34DONT LISTEN TO GOOGLEFIND WHAT WORKS FOR YOUMORE $$$ 35. HOW DID YOU DO THAT? CONSTANT MAINTENANCE FIX ERRORS ASAP. DATA QUALITY ISSUES CAN BRING DOWN THE ACCOUNTQUALITY FEEDS MAKE MONEY, LAZINESS WAST 35 36. HOW DID YOU DO THAT? GUESS WHEN GOOGLE MADE A CHANGE PRODUCT APPROVAL CHANGES CRACKDOWN ON RESTRICTED PRODUCTS SHIPWRECKED ACCOUNTYOU CAN HAVE GUNS & AMMO, BUT YOU CANT SELL THEM WITH PLAS 36 37. AM I DONE YET?37 38. NO!38 39. PIMP OUT THAT DATA FEED GET THAT DATA FEED EVERYWHEREGOOGLEBING / YAHOOEBAYSHOPPINGSEARSALL OF THE PLACES! LOOK BEFORE YOU JUMP, SOME PLACES TAKE COMMISSION39 40. PIMP OUT THAT DATA FEEDWhich do you prefer?40 41. PIMP OUT THAT DATA FEEDThis?41 42. PIMP OUT THAT DATA FEED WHICH DO YOU PREFER?42Or this? 43. BUT HOW DO I GET THERE?43 44. LIFEHACK: USE GODATAFEEDS TO PIMP YOUR PLAS 44 45. Do it45because I said so 46. THANK YOU