drive more sales with product listing ads

Power Boost Your Sales WithSuper-Awesome PLAs

@JeffAllenUT

Your Competition Sucks.

The Shape Shifting World Of PLAs.

Optimizing Your Feed.

Random &$^!.

There’s Jeff, Stealing ideas again.

What the &%*%^ isGoing On With PLA’s?

Sleep easy, your competition kind of sucks at PLAs.

150% better CTR than text ads.

STOLEN! (Source: Kenshoo)

23% better CVR than text ads.

STOLEN! (Source: Kenshoo)

31% higher ROAS than text ads.

STOLEN! (Source: Kenshoo)

This would be REALLY useful ifSo Much Didn’t Get In The Way

http://tinyurl.com/feed-setup

0.5 Changes.

http://tinyurl.com/bing-product-ads

1. Feed accuracy.

http://tinyurl.com/required-datahttp://tinyurl.com/costly-errors

2. Item formatting.

3. Getting re-approval after you &%^$ up the other 2 things.

I got all that, now what?Optimizing Your Feed

1. Test product titles

Rework the titles so they now read GENERALIZED COLOR + BRAND + CATEGORY

Sunshine Dress…

Yellow Betsy Johnson Dress

Feed Titles

Original Final

REVENUE INCREASED 239% 239%

ROAS INCREASED 107%107%

IMPRESSIONS INCREASED 57%57%

CLICKS INCREASED 81%81%

CTR INCREASED 16%16%

STOLEN! (Source: Data Pop)

STOLEN! (Source: Data Pop)

Adding Compatible Products increased the match rates in Google:

31% INCREASE IN ORDERS

31%35%

INCREASE IN CLICKS

35%

1/21/1

3

1/25/1

3

1/29/1

3

2/2/1

3

2/6/1

3

2/10/1

3

2/14/1

3

2/18/1

3

2/22/1

3

2/26/1

3 $-

$5,000

$10,000

$15,000

$20,000

$25,000

$30,000

$35,000

$40,000

$45,000

1,000

2,000

3,000

Revenue

Updated

Lightning to 30-pin Adapter…

Original

276% INCREASE IN REVENUE276%

Lightning Adapter (for iPad, iPhone5, iPod)

2. Be better at introductions.

3. Use categories correctly.

http://tinyurl.com/pla-categories

4. WHEN categories fail you, turn to custom labels.

Custom Label = Margin [high, low]

5. Maintain feed health.

Prop tip: Practice on test feeds.

Some random stuff…

1. Bid multipliers matter, a lot.

Clicks CPC Conv. CPA

Desklet 6,998 $.70 196 $25

Mobile 6,458 $.47 94 $32

Rev. AOV ROAS

Desklet $28,822 $147 5.88

Mobile $16,896 $180 5.58

Based on ROAS, bid down 5%.

2. Competitive benchmarks is cooler than you give it credit for.

At the Product Group Level —>Columns —>Competitive Metrics —>

CTR, CPC, Impression Share

Jeff AllenHanapin Marketing@JeffAllenUT