Google Shopping: Make the Migration to PLAs

Elizabeth Marsten@ebkendo

[email protected]

MAKE THE MIGRATION:GOOGLE PRODUCT LISTING ADSThe Portent Webinar Series

#PORTENTUThis is the hashtag

What’s Happening?

Google Shopping is going from free to not free.

What’s Changing

What Should You Do?

PANIC!!!

…or pay attention to this webinar.

It’ll be OK.

WHAT YOU NEED TO DO THIS

Google Merchant Center Account a/k/a Google Base

Product Feed

Ability to edit the product feed

Google AdWords Account

Google Analytics/Conversion Tracking

Putting the Pieces Together

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

AdWords Checklist

Create new campaigns for PLAs Create new ad groups for PLAs Set ad group bids, campaign budget Do NOT add any keywords/text ads Write promotional adsSet bids for AdWords attributes

Analytics Checklist

Tag all destination URLs AdWords conversion tracking Auto- tagging enabled eCommerce/goal tracking in GA

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?

GETTING STARTED

Create a New Campaign

Create Ad Groups

Writing the Ads

•Technically “optional”•35 characters•No DKI•Follow AdWords Editorial Guidelines

“Optimizing” The Feed

•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

“The term data feed optimization got really popular a few years ago. And it’s something that kind of resonates with retailers who don’t work with feeds a lot. So they think that data feed optimization is some sort of magical formula where you take their feed and you’re doing all this crazy stuff to send out their feed and that’s going to magically get you better results.”

-Rick Backus, CPC Strategy

Categorization/Google Product Type

“All Products”

Maximizing the ROI on Your Feed

Google Product Type vs. Product Type

Product Type = YOUR taxonomy

Using Brand

Bidding by Labels/Groups

Bid On One Product

Layer Attributes

Removing Products

True = included in AdWords/PLAsFalse = don’t include

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

Ad Group Bid vs. Target Bid

Using GA

Use the Product Performance section

Use the MCF Section in GA

No One Knows Everything…not even close.

GA Questions?

• Will adwords_redirect attribute to separate the soon to be retired “free” from paid?

• ValueTrack parameters?

• Tagging all destination URLs becoming obsolete?

Multi Client Account – Merchant Center

• What is it?

• You might need one.

• It might not work.

• Must submit this form to get one.

Other Mysteries

• CPA % Bidding

• More attributes?

• Separate google.com PLA traffic from google.shopping.com?

Resources(links also available through bit.ly bundle)

• CPC Strategy: Google Shopping 2.0 ebook

• Portent Blog

• Google Merchant Center Help

• Sign up for AdWords & Merchant Center blogs

My Newest PPC eBook(and my last shameless plug)

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After the webinar:•Email with Vzzar, Slideshare links for re-enjoyment

•Bit.ly bundle of links mentioned

•Check out that sweet new ebook on ad copy

And here is October’s FREE webinar…

Josh Patrice@syzlak

[email protected]

SEO FOR SMALL BUSINESSESThursday, October 24, 11am PST

The Portent Webinar Series

Q&A#PORTENTU

Elizabeth Marsten@[email protected]

Thank You!