Product Listing AdsThey’re All the Rage

Elizabeth Marsten@ebkendo

Director of Search MarketingPortent, Inc. 1

Reasons You Should Belong to SEMPO

• Expand Your Knowledge• Engage With Industry

Leaders• Maximize Your Career Growth• Grow Your Business• Save Money

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Sponsors and Partners

Housekeeping

What Are PLAs?(product listing ads)

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Google Shopping

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Google Shopping

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Google Shopping Results

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Google Shopping Results

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Why?

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$$$$$

Q4 2012:• 28% of non brand clicks• 210% increase in clicks (text vs. PLA)• 600% increase in budgets by advertisers• Average CPC cheaper than search

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Why Not?

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$$$$$$

• AdWords, Merchant Center, WMT• Technical difficulties• Time consuming• Competition• Lack of visibility

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What You Need To Do This

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Google AdWords Account

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Google Merchant Center Account aka Google Base

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Product Feed

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Ability to edit the product feed

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Google Webmaster Tools

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Google Analytics/Conversion Tracking

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Putting the Pieces Together

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AdWords Checklist

Create new campaigns for PLAsCreate new ad groups for PLAsSet ad group bids, campaign budgetNo NOT add any keywords/text adsWrite promotional adsSet bids for AdWords attributes/auto targets

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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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Analytics Checklist

Tag all destination URLs (if not GA)AdWords conversion trackingAuto-tagging enabled (if GA)eCommerce/goal tracking in GA

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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?

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Getting Started

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Create a New Campaign

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Create Ad Groups

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Writing the Ads

• Technically “optional”• 35 characters• No DKI• Follow AdWords Editorial Guidelines

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Link AdWords & Merchant Center

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Install HTML File

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Or Use HTML tag, Domain Name, Google Analytics

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Verify your site using Webmaster Tools, then claim in Merchant Center

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Only one at a time though!

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Merchant Center

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Set Up Account

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Create a Feed

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Manual or Automatic

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Upload the Feed

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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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Categorization/Google Product Type

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“All Products”

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Google Product Type vs. Product Type

Product Type = YOUR taxonomy

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Using Brand

Bidding by Labels/Groups

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Bid On One Product

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Layer Attributes

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Removing Products

True = included in AdWords/PLAs

False = don’t include

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Using Negative Keywords

• PLAs don’t use search keywords, but you can use negative keywords at the ad group and campaign level

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Ad Group Bid vs. Target Bid

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Google Analytics

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Using GA

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Using the Product Performance section

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Using the MCF Section in GA

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Get this PLA Dashboard

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PLA Dashboard

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http://www.portent.com/blog/ppc/product-listing-ads-google-analytics-dashboard.htm

Plug-Ins/Extensioins

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Resources

• Portent Blog

• Google Merchant Center help

• Sign up for AdWords & Merchant Center blogs

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My Newest PPC eBook(and my only shameless plug)

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PLAs for Beginners

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• Step by step instructions

• Covers AdWords, Merchant Center, Webmaster Tools, GA

• How to create a product feed

• Because you were busy answering work email and forgot to take notes today

Get it here:

http://www.portent.com/store/products/product-listing-ads-for-beginners

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Why you need this book

Thank You!

Elizabeth Marsten

@ebkendo

elizabeth@portent.com

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