Transcript
Page 1: Google Shopping Campaigns: The New Face of Product Listing Ads

The New Face of PLAsNew PLA Structure

Page 2: Google Shopping Campaigns: The New Face of Product Listing Ads

CPC Strategy

Page 3: Google Shopping Campaigns: The New Face of Product Listing Ads

WEBINAR HOUSEKEEPING

Webinar Recording & Questions

Stay tuned for recording email Q&A following the presentation Chat box to the right

Mary WeinsteinDirector of Account [email protected]

Page 4: Google Shopping Campaigns: The New Face of Product Listing Ads

WEBINAR HOUSEKEEPING

Jeff ColemanDirector of Account [email protected]

6+ years of Google expertise Google Analytics certified Google AdWords certified Manages over $50,000 ad spend Soon to be Dad

Manages Over $50,000 inAd Spend

Page 5: Google Shopping Campaigns: The New Face of Product Listing Ads

GOOGLE SHOPPING CAMPAIGNS

Google Search Overview New PLA Google Shopping Campaigns Shopping Campaign Ad Group Structure Google Shopping Campaign Pros & Cons Best Practices

What We’ll Cover

Page 6: Google Shopping Campaigns: The New Face of Product Listing Ads

Google Product Listing Ads

Google Search Overview PLA Benefits PLA Structure

Page 7: Google Shopping Campaigns: The New Face of Product Listing Ads

Google Shopping Is Now PaidGOOGLE SEARCH OVERVIEW

Product listing Ads (display ads, PPC) Text ads (PPC) Organic Search results

What’s on a Google Search Page?

Page 8: Google Shopping Campaigns: The New Face of Product Listing Ads

Google Shopping Is Now PaidGOOGLE SEARCH OVERVIEW

What’s on a Google search page?

Page 9: Google Shopping Campaigns: The New Face of Product Listing Ads

Google Shopping Is Now PaidGOOGLE SHOPPING PRODUCT LISTING ADS

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Google Shopping Is Now PaidWHY PRODUCT LISTING ADS?

Interdasting 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 traditional text ads

PLAs allow you to make ad group and bid changes

PLAs work with Google Analytics

Shopping campaigns let you make changes in AdWords

Page 11: Google Shopping Campaigns: The New Face of Product Listing Ads

Google Shopping Is Now Paid PRODUCT LISTING ADS STRUCTURE

Use feed labels to create ad groups within AdWords

HEAVILY dependent on ability to change your feed

Allow merchants to make a lot of different, detailed ad groups,

which can lead to bid overlap

Page 12: Google Shopping Campaigns: The New Face of Product Listing Ads

New Google PLAs

New PLA Structure New PLA structure benefits New PLA structure limitations Should you create New PLA ads?

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Google Shopping Is Now PaidNEW PRODUCT LISTING ADS STRUCTURE

All Products

Product Category

Product Sub Category

Hierarchical Segments “remaining products” from All Product Ad groups not product groups Custom Labels 0-4 (vs. AdWords_labels) 10 Feed attributes

All Products

Page 14: Google Shopping Campaigns: The New Face of Product Listing Ads

Google Shopping Is Now Paid NEW PRODUCT LISTING ADS PROS & CONS

Benefit Limitation

Easy Build out Limited segmentation

Data will already exist when you subdivide your groups

Less accessible graphical representation of performance over time, different locations for information like downloadable reports , change history within AdWords (dimensions)

Benchmark CTR & Bids Layers Cannot Be Retrieved Once Deleted

Products Tab shows you all your product data directly in the AdWords login and is searchable by any attribute

Easy to delete entire campaign

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Google Shopping Is Now Paid NEW PRODUCT LISTING ADS: SHOULD I?

Do you have limited access to your data feed?

Are you only using an all products ad group?

Are your PLA ads fairly limited in how broken out they are?

Are you using few AdWords labels in your data feed?

Do you have an existing PLA campaign with historical performance?

Is your PLA campaign broken out extensively (best sellers, pricebuckets ,

ect.)?

Are you using multiple AdWords labels in your data feed?

Does your PLA campaign use filters?

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CPC Strategy


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