3 strategies for optimizing google pla shopping campaigns
TRANSCRIPT
searchmarketingexpo.com@Keri_Boerner
#SMX #11b
3 STRATEGIES FOR OPTIMIZING GOOGLE PLA SHOPPING CAMPAIGNS
searchmarketingexpo.com@Keri_Boerner
#SMX #11b
3 STRATEGIC FOCUSES
Custom Labels
Bidding with Competitive
Metrics
Feed Optimizations
searchmarketingexpo.com@Keri_Boerner
#SMX #11b
3 AREAS TO REVIEW
Custom Labels
Bidding with Competitive
Metrics
Feed Optimizations
searchmarketingexpo.com@Keri_Boerner
#SMX #11b
Color Normalization
Adding Gender & Size
PPRODUCT TITLE OPTIMIZATIONS
19% Increase in
Traffic
71% Increase in
ROAS
32% Increase in Conv. Rate
Sesame Grey
searchmarketingexpo.com@Keri_Boerner
#SMX #11b
Find new ways to differentiate your products
IMAGE OPTIMIZATIONS
searchmarketingexpo.com@Keri_Boerner
#SMX #11b
Take advantage of new fields available within the feed
NEW FIELDS IN THE FEED
Pattern
Bundle
Striped
searchmarketingexpo.com@Keri_Boerner
#SMX #11b
3 AREAS TO REVIEW
Custom Labels
Bidding with Competitive
Metrics
FeedOptimizations
searchmarketingexpo.com@Keri_Boerner
#SMX #11b
CAMPAIGN STRUCTURE
Simplify labels to create Campaigns + Ad Groups
Prioritize groups of products within the feed with multiple names
Sets your campaigns up similarly to Paid Search campaigns
searchmarketingexpo.com@Keri_Boerner
#SMX #11b
CUSTOM LABEL OPTIMIZATIONS
VelocityPromotional
products
Seasonality focus
High margin
searchmarketingexpo.com@Keri_Boerner
#SMX #11b
3 AREAS TO REVIEW
Custom Labels
Bidding with Competitive
Metrics
FeedOptimizations
searchmarketingexpo.com@Keri_Boerner
#SMX #11b
Set Objectives
Increase visibility
↑ Bids on low impression share
Increase efficiency
↓ Bids on high impression share
groups
APPLICATION :: IMPRESSION SHARE
searchmarketingexpo.com@Keri_Boerner
#SMX #11b
APPLICATION :: BENCHMARK CPC
Below Benchmark
• Opportunity to increase presence
Above Benchmark
• Potentially inefficient spend
searchmarketingexpo.com@Keri_Boerner
#SMX #11b
APPLICATION :: BENCHMARK CTR
Below Benchmark
• Leverage for negative keywords
• Evaluate feed quality
• Utilize extensions