Google Shopping Campaigns - The New Face Of PLAs

Featuring Jeff Coleman, Director of Account Management

WEBINAR HOUSEKEEPING

Webinar Recording & Questions

Stay tuned for recording email Q&A following the presentation Chat box to the right

Mary WeinsteinDirector of Contentmary@cpcstrategy.com

CPC Strategy

WEBINAR HOUSEKEEPING

Jeff ColemanDirector of Account Managementjeff@cpcstrategy.com

6+ years of Google expertise Google Analytics certified Google AdWords certified Runs Google Shopping & CSE

Training Program Soon to be Dad

Manages Over $50,000 inAd Spend

GOOGLE SHOPPING CAMPAIGNS

Google Search Overview Product Listing Ads: Why & How Data feed Overview New PLA Google Shopping Campaigns Overview Shopping Campaign Ad Group Structure &

Features

What We’ll Cover

Google Search Overview

Google Search Pages Datafeeds Campaign Creation Campaign Structure Some New Features Closing Thoughts

Google Shopping Is Now PaidGOOGLE SEARCH OVERVIEW

Product listing Ads (display ads, PPC)Text ads (PPC)Organic Search results

What’s on a Google Search Page?

Text ads PLAsGoogle Search page

Google Shopping Is Now PaidGOOGLE SEARCH OVERVIEW

What’s on a Google Search Page?

Google Shopping Is Now PaidGOOGLE SHOPPING PRODUCT LISTING ADS

PLA Structure

Google Shopping Is Now PaidWHY PRODUCT LISTING ADS?

#Tweetable Facts There are over 1 billion products on Google Shopping

Google PLA clicks increased 200% YOY since Sept (2012)

PLAs are available in 23 countries globally

Display ads have a 22% higher click-through rate than traditional text ads

Google Shopping accounted for an average of 20.19% of overall store traffic

and 18.75 of overall revenue during Black Friday weekend.

PLA Benefits

Datafeeds

Datafeeds: The Most Under-Appreciated Part of Any Google Campaign

Google Shopping Is Now Paid GOOGLE DATAFEED

Gives Google Product Information:

Title, Brand, Description, Product Type, Google Product

Category

Product Organization:

ID, Brand, Product Type, Google Product Category,

Condition, Custom Labels

Data Feed Purpose

Google Shopping Is Now Paid GOOGLE DATAFEED

Custom Labels – A new name for the old AdWords Labels column

You can include up to 5 Custom Label columns

Each Custom Label column can only contain ONE value

Data feed: New Fields

Google Shopping Is Now Paid NEW PRODUCT LISTING ADS STRUCTURE

Select the new Shopping campaign from the campaign creation drop-

down menu

Campaign Creation

Google Shopping Is Now Paid NEW PRODUCT LISTING ADS STRUCTURE

Select the new Shopping campaign from the campaign creation drop-

down menu

Campaign Creation: New Settings

Campaign Priority Online vs. Local

Google Shopping Is Now Paid NEW PRODUCT LISTING ADS STRUCTURE

Set Your Bid

Set Your Budget

Set Your Promotional Text

And Your Done!

Campaign Creation: Final Steps

NEW PRODUCT LISTING ADS STRUCTURE

All Products

Ad Groups -> Product Groups

Product Groups

NEW PRODUCT LISTING ADS STRUCTURE

All Products

Category (Google Product Category)Brand Item IDConditionProduct TypeCustom Label 0 - 4

10 Types of Groups

NEW PRODUCT LISTING ADS STRUCTURE

All Products

Adding Groups

NEW PRODUCT LISTING ADS STRUCTURE

All Products

New PLA Structure

NEW PRODUCT LISTING ADS STRUCTURE

All Products

New PLA Structure

NEW PRODUCT LISTING ADS STRUCTURE

All Products

Using A 2nd Attribute

NEW PRODUCT LISTING ADS STRUCTURE

All Products

New PLA StructureConair Health & Beauty

Everything Else Conair

NEW PRODUCT LISTING ADS STRUCTURE

All Products

Exclusions

Everything Else Conair

NEW PRODUCT LISTING ADS STRUCTURE

All Products

New Features

Benchmark CTRBenchmark Max. CPCImpression ShareProducts Tab

NEW PRODUCT LISTING ADS STRUCTURE

All Products

Best Practices

Start SlowGroup products deliberately Stay CompetitiveExperiment with New PLAsPause Your Old Campaign

Google Shopping Is Now Paid NEW PRODUCT LISTING ADS PROS & CONS

Benefit LimitationEasy Build Out Tougher to Shift Focus

Data will already exist when you subdivide your groups

Less accessible graphical representation of performance over time, different locations for information like downloadable reports , change history within AdWords (dimensions)

Benchmark CTR & Bids More Competitive Visibility => More Competition

Products Tab shows you all your product data directly in the AdWords login and is searchable by any attribute

Coming soon: the Bid Simulator

New PLA Structure Benefits & Limitations

Google Shopping Is Now Paid NEW PRODUCT LISTING ADS: MERCHANT FIT

Do you have limited access to your data feed?

Are you only using an all products ad group?

Are your PLA ads fairly limited in how broken out they are?

Are you using few AdWords labels in your data feed?

Is your PLA campaign broken out extensively (best sellers, price-

buckets , etc.)?

Do you use filters to run multiple PLA campaigns for your site?

Are you using multiple AdWords labels in your data feed?

Should You Create New PLA ads?

CPC Strategy