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

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

3. 3 Sponsors and Partners

4. Housekeeping

5. What Are PLAs? (product listing ads) 5

6. Google Shopping 6

7. 7

8. Google Shopping Results 8

9. 9

10. Why? 10

11. $$$$$ 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

12. Why Not? 12

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

14. What You Need To Do This 14

15. Google AdWords Account 15

16. Google Merchant Center Account aka Google Base 16

17. Product Feed 17

18. Ability to edit the product feed 18

19. Google Webmaster Tools 19

20. Google Analytics/Conversion Tracking 20

21. Putting the Pieces Together 21

22. 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

23. 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

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

25. 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

26. Getting Started 26

27. 27

28. Create a New Campaign 28

29. Create Ad Groups 29

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

31. 31

32. Link AdWords & Merchant Center 32

33. 33

34. Install HTML File 34

35. Or Use HTML tag, Domain Name, Google Analytics 35

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

37. Only one at a time though! 37

38. Merchant Center 38

39. Set Up Account 39

40. Create a Feed 40

41. Manual or Automatic 41

42. Upload the Feed 42

43. 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

44. Categorization/Google Product Type 44

45. “All Products” 45

46. 46

47. 47

48. 48

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

50. 50 Using Brand

51. Bidding by Labels/Groups 51

52. Bid On One Product 52

53. Layer Attributes 53

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

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

56. Ad Group Bid vs. Target Bid 56

57. Google Analytics 57

58. Using GA 58

59. Using the Product Performance section 59

60. Using the MCF Section in GA 60

61. Get this PLA Dashboard 61

62. PLA Dashboard 62 http://www.portent.com/blog/ppc/product-listing-ads-google-analytics-dashboard.htm

63. Plug-Ins/Extensioins 63

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

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

67. PLAs for Beginners 67

68. Step by step instructions Covers AdWords, Merchant Center, Webmaster Tools, GA How to create a product feed Because you were busy answering work email and forgot to take notes today Get it here:here http://www.portent.com/store/products/product-listing-ads-for-beginners 68 Why you need this book

69. Thank You! Elizabeth Marsten @ebkendo elizabeth@portent.com 69