proven strategies for running a successful pla campaign
DESCRIPTION
Product Listing Ads (PLAs) have become an increasingly important revenue driver for retail search marketers. Many retailers have seen a spike in profits from their online PLA efforts, and so can you! In this 30 minute information-packed presentation, Udayan Bose, CEO of NetElixir, will share 5 proven strategies for running successful PLA Campaigns. For more information, you can visit http://www.netelixir.com The presentation is also available here: http://www.netelixir.com/pla.htmlTRANSCRIPT
1
Product Listing Ads
Proven Strategies for Running a Successful PLA Campaign
#NetElixirU
About NetElixir
NetElixir offers search marketing services and technology to retailers like Lenovo, Oneida and K-Swiss. We are headquartered in Princeton, NJ and have global offices in London and Hyderabad (India).
The 70+ member NetElixir team consists of a multitude of search marketing engineers, data scientists, technologists, and global operations managers, all of whom are constantly ideating, innovating, and implementing unique practices that drive towards our vision of empowering global search advertisers.
Follow us @NetElixir
www.NetElixir.com
2#NetElixirU
About NetElixir University
3
NetElixir University was launched in 2012 with a vision of “democratizing the digital marketing industry through exceptional knowledge and expertise sharing.”
Our goal is to share best practices in retail + digital marketing with 10,000 businesses, worldwide, by 2015.
NetElixir University
#NetElixirU
4
About Udayan Bose
• Founder & CEO, NetElixir.
• Founded PartyBingo.com (PartyGaming, Plc).
• Guest Lecturer: • Johnson School of Management, Cornell University.• City University of New York, Baruch.• Indian School of Business.
#NetElixirU
5
Table of Contents
What is Product Listing Ad?
Why Product Listing Ads?
3 Reasons why PLAs are re-defining the SEM landscape.
5 Proven Mantras for Running Successful PLA Campaigns.
Summary: 5 Mantras.
7 Point Competitive PLA Analysis.
Questions?
#NetElixirU
6
What is a Product Listing Ad (PLA)
#NetElixirU
Verticalization of Search PresentsIncremental Monetization Opportunities forSearch Engineswhile making theSearch to shopConnection easier for online shoppers.
7
Why Product Listing Ads (PLAs)
#NetElixirU
Stronger Shopping Intent.
Easier Price Comparison.
Trusted Store.
Product Image has greater impact on purchase decision for most retail categories.
8
3 Reasons why PLAs are re-defining the SEM landscape
#NetElixirU
Research Insights
9
Text Ads + PLA = Success
Source: Google Research Insights#NetElixirU
10
For 26% of conversions, PLAs were the final click in the purchase path
PLA Channel 1 Channel 2 Channel N PLA12% of the total conversions followed this conversion path
PLA Channel 1 Channel 2 Channel N
23% of the total conversions followed this conversion path
Channel 1 Channel 2 Channel N PLA13.6% of the total conversions followed this conversion path
Source: NetElixir Retail Intelligence Research – Pet Supplies Category#NetElixirU
11
Average CPC for PLAs is 20-50% lower
#NetElixirU
12
5 Proven Mantras for Running Successful PLA Campaigns
#NetElixirU
13
#Mantra 1 : Optimize Titles for Maximum Impact
• Product Targets are not alternatives for Keywords. They facilitate precise targeting.• Title for each product act as keywords (a far fetched analogy). • Create titles that are adequately descriptive in nature.
#NetElixirU
14
#Mantra 1 : Capture all details in the title
NO ALL CAPS
No Promo Texts
No Keyword Stuffing
#NetElixirU
15
#Mantra 2 : Hyper-target Top Selling Products
Campaign Avg. ROI
No. of Products
Ad Group Product Target Bid
Best Sellers
$90 50 ABC Product_type=ABC $2
$130 25 ABC – High Value Segment Product_type=ABC and adwords_label = High Value Segment
$2.5
$170 1 ABC – High Value Segment – Best Seller
ID = 12345 $3.5
Hyper-targeting allows greater control over bid management as well as “differentiated” ad messaging.As granularity increases, raise the bid.
#NetElixirU
16
#Mantra 2 : Hyper-target Top Selling Products
MARGIN DRIVERS STARS
EXERCISE CAUTION
VOLUME DRIVERS
Number of Units Sold/Month
High
Low
#NetElixirU
17
#Mantra 3 : Day-Part Bids based on click & conversion patterns
Source: NetElixir Retail Intelligence Research Report for Beauty Products Category
Hour of the Day
Hour of the Day
27% of clicks, 22% of
conversions
#NetElixirU
18
#Mantra 4 : Google Trusted Store boosts conversions by 40%
Impact of Google Trusted Store Badge for Pet Care Category
#NetElixirU
19
#Mantra 5 : High Quality Data Feed
Check Feed Summary & Data Quality
#NetElixirU
20
Summary: 5 Proven Mantras for PLA Success
Optimize Title descriptions.
Hyper-Target STAR products for maximum gains.
Day-part bids for increasing campaign efficiency.
Google Trusted Store badge boosts PLA performance.
Fresh, Accurate, Complete Data Feed.
#NetElixirU
7 Point Competitive PLA Analysis
21#NetElixirU
7 Point Diagnostic Audit
22#NetElixirU
1. Is your Ad visible?
2. Is it visible on Page 1 for selected product search query?
3. Is the Ad Text (Especially the title) descriptive enough?
4. Is the Ad Listing relevant to the search query?
5. Is there a Google Trusted Store badge in the listing?
6. Any Special Offers?
7. Does the PLA ad lead you to the relevant landing page?
23
Weight JaredPreciousAccents
Ad Visible 20 Ad Visible on First Page 10 Trusted Store Symbol 15 Merchant Promotions 10 Ad Text 15 Search Query Relevancy 20 Landing Page Relevancy 10
PLA AdGrader ScoreOut of 100
75 55
Competitive PLA Analysis
The Next Step: A Deeper Competitive PLA Analysis?
24
We are offering an Exclusive PLA Analysis to all webinar attendees!
Our team of Google Certified Specialists will:
•Analyze your top 2 website products. •Compare your ads vs. 1 competitor.•Conduct a 7-Point diagnostic audit.•Provide custom insights & recommendations.
Interested attendees can email Marinn at [email protected]
#NetElixirU
Questions?
25#NetElixirU
Thank you!
26
To request more information about NetElixir’s Search Marketing Services and Technology, email [email protected].
Sign up for our March 20,2014 webinar – Is your website’s SEO stuck in the Pasthttps://www1.gotomeeting.com/register/447074792
Share the love! Tweet about our webinar!
#NetElixirU