product listing ads: uncover the secret side of ppc advertising that's the real

Product Listing Ads: Uncover The Secret Side Of PPC Advertising That's The Real Jewel Of Ecommerce Advertising

Presented By: Rick Backus & Rajat Mukherjee

Rick Backus Co-Founder, CEOrick@cpcstrategy.com

San Diego Native! Founded CPC Strategy in 2007 Over 220 Active Clients Manage Over 35 Million in

Adverting Spend Monthly Retail Contributor for

Search Engine Land On Twitter @CPC_Rick

THE RETAIL FUNNEL

Convert

EDUCATE

CURATE

CONVERT

Mens Shoes

Nike Shoes

Nike Air Max +2013

FREE GOOGLE SHOPPING TRAFFIC IS DEAD

GOODNIGHT SWEET LONG TAIL

The Text Ads Long Tail for eCommerce Products is Almost Dead.

GOOGLE SHOPPING VS. GOOGLE ADWORDS

GOOGLE SHOPPING VS. THE OTHER CSEs

GOOGLE SHOPPING VS. THE OTHER CSEs

GOOGLE SHOPPING VS. THE OTHER CSEs

PLA Benefits

#Tweetable 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 text ads

Google Shopping accounted for an average of 20.19% of overall store

traffic and 18.75 of overall revenue during Black Friday weekend.

WHY PRODUCT LISTING ADS?

8 Google Shopping Tips

1. Get a Data Feed Guy (or Gal)

5. Discover Your Search Terms

2. Learn How To Bid Properly 6. Avg. Position Does NOT Increase CTR

3. Use The Proper Ad Groups 7. Modify Bids By State

4. Use Labels 8. Sold SKU Strategy

Get a Data Feed Guy

Learn How To Bid Properly

Product Visibility Curve

All ProductsAd Group

SKU LevelAd Groups

10-20 Ad Groups

Use Data Feed Labels

Discover Your Product Search Terms

Avg. Position Does NOT Increase CTR

Bid Modifiers By State

Sold SKU Strategy

Welcome to San Diego!

Product Listing Ads: Uncover The Secret Side Of PPC Advertising That's The Real Jewel Of Ecommerce Advertising

Presented By: Rick Backus & Rajat Mukherjee