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Product Listing Ads

Proven Strategies for Running a Successful PLA Campaign

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Product listing Ads – 5 Proven Tactics

Search ads including product image, price,

merchant name and other necessary details

The dark horse of PPC

Introduced by Google in Oct 2012

Advertisers have almost doubled the spend

(by Nov 2013)

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Text Ads + PLA = Success

Source: Google Research Insights

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PLAs drove 26% of total last click conversions

PLA Channel 1 Channel 2 Channel N PLA 12% of the total conversions followed this conversion path

PLA Channel 1 Channel 2 Channel N

23% of the total conversions followed this conversion path

Channel 1 Channel 2 Channel N PLA 13.6% of the total conversions followed this conversion path

Source: NetElixir Retail Intelligence Research – Pet Supplies Category

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Average CPC for PLAs is 20-50% lower

$-

$0.10

$0.20

$0.30

$0.40

$0.50

$0.60

$0.70

$0.80

Apparel Consumer Electronics Jewelry

Avg CPC

PLA Text Ad

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5 Proven #Mantras from NetElixir for effective PLA management

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#Mantra 1 : Optimize Titles for Maximum Impact

Campaign

Ad Group 1

Keyword Ad Copy

Ad Group 2

Keyword Ad Copy

Campaign

Ad Group 1

Product Target

Ad Copy

Ad Group 2

Product Target

Ad Copy

• Product Targets are not alternatives for Keywords. They facilitate precise targeting.

• Title for each product act as keywords (a far fetched analogy).

• Create titles that are adequately descriptive in nature.

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#Mantra 1 : Capture all details in the title

NO BLOCK LETTERS

No Promo Texts

No Keyword Stuffing

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#Mantra 2 : Hyper-target Top Selling Products

Campaign Avg. ROI No. of

Products

Ad Group Product Target Bid

Best Sellers

$90 50 ABC Product_type=ABC $2

$130 25 ABC – High Value Segment Product_type=ABC

and adwords_label =

High Value Segment

$2.5

$170 1 ABC – High Value Segment

– Best Seller

ID = 12345 $3

Hyper-targeting allows greater control over bid management as well as “differentiated” ad messaging.

As granularity increases, raise the bid.

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#Mantra 2 : Hyper-target Top Selling Products

MARGIN DRIVERS STARS

EXERCISE

CAUTION

VOLUME DRIVERS

Pro

du

ct M

arg

in (

$)

Number of Units Sold/Month

High

Low

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#Mantra 3 : Day-Part Bids based on click & conversion patterns

Source: NetElixir Retail Intelligence Research Report for Beauty Products Category

0

1000

2000

3000

4000

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24

Clicks

Clicks

0

50

100

150

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24

Conversions

Conv. (1-per-click) Hour of the Day

Hour of the Day

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#Mantra 4 : Google Trusted Store boosts conversions by 40%

Orders up by 40%

CPO down

by 27%

CTR up by 23%

Impact of Google Trusted Store badge for Pet Care Category

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#Mantra 5 : High Quality Data Feed

Fresh, Accurate &

Complete Data Data Quality

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Summary: 5 Proven Mantras for PLA Success

Optimize title descriptions for maximum impact.

Hyper-Target STAR products for maximum gains.

Day-part bids for maximizing campaign efficiency.

Google Trusted Score badge boosts PLA performance.

High Quality Data feed

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Thank You!