smx west 2013: google goes pay for play (google plas/ google shopping)
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@ChristiJOlson
Google Product Listing Ads
Christi OlsonSr. Search ManagerHarry & David
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May 2012: Google Announces PLAs
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PLAS Impact on Comparison Shopping
FY11 FY12
FY13
570% Growth Y.O.Y
-49% Growth Y.O.Y
157+% Growth Y.O.Y
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Did the Sky Fall?
*Indexed Revenue across Google Shopping vs All Other CSEs
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*Indexed Revenue across Google Shopping vs All Other CSEs
Did the Sky Fall?
@ChristiJOlson
*Indexed Revenue across Google Shopping vs All Other CSEs
Did the Sky Fall?
@ChristiJOlson
PLA: Comparison Shopping or SEM?
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Hybrid of Both:
• Data Feed Management
• Feed Optimization– Optimizing Titles and
Descriptions
• Paid Search Expertise– Campaign Hierarchy– Promotional Copy– Bid Optimization
PLA: Comparison Shopping or SEM?
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PLA Faux Pas– Setting up a PPC ad in your PLA
campaigns
–Managing PLAs like PPC
–Managing PLAs like Google Shopping
– Being a late adopter or waiting until the last minute to set-up your campaigns
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The Basics:
Data Feed:
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Ask the experts …
Harry & David partnered with Adlucent for bid optimization platform &
guidance on PLAs.
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Hierarchy & Structure:
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% of Revenue based on types of PLA Targets
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Product
Sub Category
SubCategory
SKU
Category
Developing Hierarchy:
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Customizing Labels:
Royal Riviera Pears
Comice Pears
Pears-Mothers
Day1
Fruit Pears
Product
Sub Categor
y
SubCategor
ySKU
Category
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Use all products target to cast a
WIDE-NET
All Products Target
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Adwords Grouping for Attributes
DarkCoco_Moose_Munch_23011X
MilkCoco_Moose_Munch_23013X
Customize your data feed:
• Adwords_grouping
• Adwords_labels
Organize campaigns with specific groups of products
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Customizable Feed Attributes:• Exclusion Attribute:– adwords_publish retired in Q1– excluded_destination
Tracking Attributes:– adwords_redirect
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Make your listing stand-out
Top targeted keywords in the title
Look at price points
Promotional Field% Discount Free Shipping
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PLA Optimization: Data FeedsKeep up to date on what is or is not allowed.
Watch for policy changes:
–Wines & Spirits
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Optimize what’s availableOptimize your Data Feed
Product NamesProduct DescriptionsContinually refine your custom labels
0 Impression Targets
Optimize your TargetsAdd negatives to aggregate product targets and SKU level targets in order optimize which products are showing for particular queries.
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THANK YOU
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