pla product feeds- hero con 2013

Elizabeth Marsten@ebkendo

elizabeth@portent.com

Product Feeds & PLAs

PPC Hero Con 2013

How this presentation will go:

A delicate balance between super nerd and super nerd’s significant, less-nerdy other

What is a Feed?

Product Feed

Building the Feed

Research Cart Capabilities

Can you export the needed attributes?

Can you submit directly to Google?

Can you edit the feed or submission to use AdWords attributes?

Do you need any plugins, extensions or support?

Plug-Ins/Extensions

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Upload the Feed

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Manual or Automatic

Ability to edit the product feed

WP Gold Cart Feed

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Building a Better Feed

Feed Best Practices

• Do more than the required attributes• Be descriptive, unique• Watch character limits• Use the AdWords attributes• Consider the “freshness” factor• Feeds have a sort of “quality score”

too

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Google Product Type vs. Product Type

Product Type = YOUR taxonomy

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Categorization/Google Product Type

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Removing Products

True = included in AdWords/PLAsFalse = don’t include

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excluded_destination

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Special Characters

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$1 is the minimum…

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Merchant Center

Merchant Center Checklist

Create feedUpload to Merchant CenterMake sure Merchant Center info

is filled inWait for feed to be acceptedLink Merchant Center with

AdWords

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Link AdWords & Merchant Center

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Set Up Account

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Tax & Shipping

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Affiliates

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Test Data Feed

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Google Docs

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Thanks!

@ebkendowww.portent.co

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