Product Listing Ads They’re All the Rage Elizabeth Director of Search Marketing Portent, Inc. 1

Reasons You Should Belong to SEMPO Expand Your Knowledge Engage With Industry Leaders Maximize Your Career Growth Grow Your Business Save Money

3 Sponsors and Partners

Housekeeping

What Are PLAs? (product listing ads) 5

Google Shopping 6

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Google Shopping Results 8

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Why? 10

$$$$$ Q4 2012: 28% of non brand clicks 210% increase in clicks (text vs. PLA) 600% increase in budgets by advertisers Average CPC cheaper than search 11

Why Not? 12

$$$$$$ AdWords, Merchant Center, WMT Technical difficulties Time consuming Competition Lack of visibility 13

What You Need To Do This 14

Google AdWords Account 15

Google Merchant Center Account aka Google Base 16

Product Feed 17

Ability to edit the product feed 18

Google Webmaster Tools 19

Google Analytics/Conversion Tracking 20

Putting the Pieces Together 21

AdWords Checklist  Create new campaigns for PLAs  Create new ad groups for PLAs  Set ad group bids, campaign budget  No NOT add any keywords/text ads  Write promotional ads  Set bids for AdWords attributes/auto targets 22

Merchant Center Checklist  Create feed  Upload to Merchant Center  Make sure Merchant Center info is filled in  Wait for feed to be accepted  Link Merchant Center with AdWords 23

Analytics Checklist  Tag all destination URLs (if not GA)  AdWords conversion tracking  Auto-tagging enabled (if GA)  eCommerce/goal tracking in GA 24

Research Cart Capabilities  Can you export the needed attributes?  Can you submit directly to Google?  Can you edit the feed or submission to use AdWords attributes?  Do you need any plugins, extensions or support? 25

Getting Started 26

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Create a New Campaign 28

Create Ad Groups 29

Writing the Ads Technically “optional” 35 characters No DKI Follow AdWords Editorial Guidelines 30

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Link AdWords & Merchant Center 32

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Install HTML File 34

Or Use HTML tag, Domain Name, Google Analytics 35

Verify your site using Webmaster Tools, then claim in Merchant Center 36

Only one at a time though! 37

Merchant Center 38

Set Up Account 39

Create a Feed 40

Manual or Automatic 41

Upload the Feed 42

Feed Best Practices Do more than the required attributes Be descriptive, unique Watch character limits Use the AdWords attributes Consider the “freshness” factor Feeds have a sort of “quality score” too 43

Categorization/Google Product Type 44

“All Products” 45

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Google Product Type vs. Product Type Product Type = YOUR taxonomy 49

50 Using Brand

Bidding by Labels/Groups 51

Bid On One Product 52

Layer Attributes 53

Removing Products True = included in AdWords/PLAs False = don’t include 54

Using Negative Keywords PLAs don’t use search keywords, but you can use negative keywords at the ad group and campaign level 55

Ad Group Bid vs. Target Bid 56

Google Analytics 57

Using GA 58

Using the Product Performance section 59

Using the MCF Section in GA 60

Get this PLA Dashboard 61

PLA Dashboard 62

Plug-Ins/Extensioins 63

Resources Portent Blog Google Merchant Center help Sign up for AdWords & Merchant Center blogs 64

My Newest PPC eBook (and my only shameless plug) 66

PLAs for Beginners 67

Step by step instructions Covers AdWords, Merchant Center, Webmaster Tools, GA How to create a product feed Because you were busy answering work and forgot to take notes today Get it here:here 68 Why you need this book

Thank You! Elizabeth 69