PRODUCT LISTING ADSRajat Mukherjee
Product Listing Ads(why you care!)
Rajat Mukherjee
Yahoo Commerce Central
(why you care!)
Automated marketing for SMB
Shopping Product Feeds Product Listing
Ads
Small BusinessPay per click
Search Ads
History
• Pay per click Search Ads
• Product feeds in Shopping
201220072002
200320001999
SEM Challenges for SMB• Hard - needs ongoing management
– Few SMBs regularly identify keywords driving traffic, find long-tail keywords, optimize campaigns, add negative keywords, etc.
– Keyword match types, extensions, mobile, etc.– “Practically a full-time job”
• ROI is hard– Conversion tracking not set up (> 50%)– 25% of budgets are wasted
• Expensive – marketplace is competitive– needs higher budgets, experiments (SMBs have limited budgets)
How Product Listings Ads work
• You create a structured feed for your products• You submit feed to channel (Google, Bing, Amazon,…)• You bid for each click (PPC)• Channel will check your listings on ongoing basis • Channel will match user request to product• Channel will charge you for each click• User will arrive at your site and buy!
Benefits
• Easy – you just submit your product feed + bids
• Effective – user intent automatically matched to product– Price, product image, brand, no ad copy required
• Inexpensive – no crazy bidding on keywords (but CPCs going up)
Comparison
• Pay per click search ads– Keyword bids– Auction– Harder to manage– $$$
• Product Listing Ads– No keywords– Automatic match + bid– Easier to manage– $ (going up)
For PLA, you need to…
• Clean up your titles and descriptions • Keep your offers and prices updated in your feeds • Create great product pages• Include unique product identifiers in feed – MPN, ISBN,
EAN, UPC etc.• Categorize products correctly in feed (using channel’s
taxonomy)• Sell good stuff
You also need to…
• Create granular PLA target structure• Use specific promotional text (10-15% CTR improvement)• Make sure the right variants show up (color, size)• Optimize feeds for the way users search for your products• Use query performance feedback to optimize feed
Top 3 categories by ROI (GS)
Computers, Tablets & Networking Baby Cell Phones & Accessories Average
Top 3 categories by ROI (AS)
Consumer Electronics Home & Garden Toys & Hobbies Average
Family owned footwear retailer targeting U.S. & Australia
Traffic
Revenue
Other TrafficGoogle Shopping
Google PLA drives 17% of site traffic and 28% of revenue
Family owned footwear retailer targeting U.S. & Australia
$1 in spend $19 in revenue
8x traffic in Google Shopping compared to other CSE
ROI: PLA > Retargeting > Other advertising channels
Remember…
• Easy
• Effective
• Inexpensive
Thank you
@rajatmukherjee