mn search: how to get the most out of product listing ads (plas)
Post on 14-Sep-2014
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Nate Knox presents at October's MN Search event about e-commerce and "How to Get the Most out of Product Listing Ads (PLAs)" Using PLAs is a no-brainer and shows serious ROAS with a client case study. See the presentation and follow @NateKnox on Twitter to learn more.TRANSCRIPT
E-COMMERCE PPCHOW TO GET THE MOST OUT OF PRODUCT LISTING ADS (PLAS)
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WHO THE HELL?@NATEKNOX
• WIFE & (NEW) SON• BREWING & DRINKING BEER
SEARCH MARKETER• ADWORDS & BING• FACEBOOK & TWITTER• LANDING PAGES & CRO• SEO & LOCAL SEO
…PLAs!
WHAT THE HELL?
PRODUCT LISTING ADS • WHAT & WHERE ARE PLAs?• WHEN DO I USE THEM?• WHY WOULD I USE THEM?• HOW DO I SET UP PLAs?• HOW CAN YOU PROVE IT?
• CASE STUDY • HOW DID YOU DO THAT?• WHERE DO I PUT MY FEED?• HOW DO I GET THERE?
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WHAT & WHERE ARE THEY?
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WHEN DO I USE THEM?
TWO SCENARIOS TO USE PLAs:
1. E-COMMERCE
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WHEN DO I USE THEM?
TWO SCENARIOS TO USE PLAs:
1. E-COMMERCE
2. ALL THE TIME
NOT USING PLAS IS LIKE ALWAYS DRIVING A CAR IN FIRST GEAR
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WHY WOULD I USE THEM?
$PROS:
• $$$$
• VISUAL
• MORE SERP TAKEOVER
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WHY WOULD I USE THEM?
$PROS:
• $$$$
• VISUAL
• MORE SERP TAKEOVER
CONS • NONE, IDIOT
NEWSFLASH: PEOPLE DON’T READ
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HOW DO I SET UP PLAS?
GET STARTED WITH PLAs• NEED ADWORDS & MERCHANT
CENTER
• LINK THE TWO ACCOUNTS
• CREATE A DATA FEED
• CREATE A NEW PLA CAMPAIGN
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HOW CAN YOU PROVE IT?
BREAK IT DOWN: CASE STUDY TIME
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HOW CAN YOU PROVE IT?
3,200 Clicks 2.00% CTR $0.50 CPC $1,600 spend
$7,400 Revenue4.6 ROAS $57 CPA $163 Ave. Value
“GET US 10:1 ROAS”
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HOW CAN YOU PROVE IT?
• PRODUCT EXTENSIONS (discontinued)
• PLAs
“WE GOT THIS!”
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HOW CAN YOU PROVE IT?
• PRODUCT EXTENSIONS (discontinued)
• PLAs
“IT’S MONEY TIME!”
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HOW CAN YOU PROVE IT?
“WTF! WHERE’S THE PILE OF MONEY?”
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If you build it, they will come
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If you build it ...
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HOW CAN YOU PROVE IT?
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HOW CAN YOU PROVE IT?
43,700 Clicks (1,265%)3.50% CTR (75%)$0.15 CPC (-70%)$6,500 Spend (300%)
$101,994.83 Revenue (1,278%)15.6 ROAS (239%) $15 CPA (-73%)$221 Ave. Value (35%)
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HOW DID YOU DO THAT?
OPTIMIZE YOUR FEED
TREAT PLAs THE SAME
CONSTANT MAINTENANCE
PIMP IT OUT!
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HOW DID YOU DO THAT?
OPTIMIZE YOUR FEED
• EVERY PRODUCT IS A LANDING PAGE
• STRONG, SPECIFIC COPY
• HIGH-QUALITY, ENTICING IMAGES
• DIFFERENTIATE YOUR STORE
• UTILIZE ALL FIELDS WITH RELEVENT DATA
SIMPLY CARRYING PRODUCTS ISN’T ENOUGH, GIVE A REASON TO BUY
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CTR FUELS EVERYTHING ELSE, MAXIMIZE IT
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WHERE WOULD YOU BUY?
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WHERE WOULD YOU BUY?
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WHERE WOULD YOU BUY?
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WHERE WOULD YOU BUY?
DIFFERENTIATE YOUR STORE
• COMPETE ON THE PRICE
• CALL OUT DEALS & USE OFFER EXTENSIONS
• LEVERAGE REVIEWS
• APPLY FOR TRUSTED STORE STATUS
• GREAT CUSTOMER SERVICE REQUIRED $
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HOW DID YOU DO THAT?
TREAT PLAs THE SAME
• IT’S STILL SEARCH!
• YOUR JOB IS STILL THE SAME
• CAMPAIGNS > AD GROUPS > TARGETS > NEGATIVES
YOUR JOB DOESN’T CHANGE JUST BECAUSE GOOGLE CHANGED SOMETHING
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HOW DID YOU DO THAT?
6 ROUTES OF TARGETING
• ID
• PRODUCT TYPE
• BRAND
• CONDITION
• ADWORDS LABELS
• ADWORDS GROUPING
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HOW DID YOU DO THAT?
ADD SPECIFIC TARGETS TO LOWER WASTE; TEST TO FIND SWEET SPOT
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HOW DID YOU DO THAT?
GET GRANULAR, ENSURE ATTRIBUTES ARE IN FEED, VALIDATE
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HOW DID YOU DO THAT?
SIDE NOTE: SETTING BIDS ON PLAs
• DON’T LISTEN TO GOOGLE
• HIGHER BIDS MORE $$$
• FIND WHAT WORKS FOR YOU
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HOW DID YOU DO THAT?
CONSTANT MAINTENANCE• FIX ERRORS ASAP. DATA QUALITY ISSUES CAN BRING DOWN THE
ACCOUNT
QUALITY FEEDS MAKE MONEY, LAZINESS WASTES IT
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HOW DID YOU DO THAT?
GUESS WHEN GOOGLE MADE A CHANGE• PRODUCT APPROVAL CHANGES
• CRACKDOWN ON RESTRICTED PRODUCTS
• SHIPWRECKED ACCOUNT
YOU CAN HAVE GUNS & AMMO, BUT YOU CAN’T SELL THEM WITH PLAS
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…AM I DONE YET?
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NO!
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PIMP OUT THAT DATA FEED
GET THAT DATA FEED EVERYWHERE
• BING / YAHOO
• EBAY
• SHOPPING
• SEARS
• ALL OF THE PLACES! LOOK BEFORE YOU JUMP, SOME PLACES TAKE COMMISSION
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PIMP OUT THAT DATA FEED
Which do you
prefer?
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PIMP OUT THAT DATA FEED
This?
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PIMP OUT THAT DATA FEED
WHICH DO YOU PREFER?Or this?
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BUT HOW DO I GET THERE?
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LIFEHACK: USE GODATAFEEDS TO PIMP YOUR PLAS
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Do it because I said so
THANK YOU