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How to Get BIG Boosts from Paid Ads
Quick About Me
Founded Chacka Marketing in Tampa, FL
in 2009.
The first Kenshoo [PRO] Agency in the United States in June 2012, with 100% of staff certified.
Spoken at Search Engine Strategies, Search Insider Summit, OMMA and Search & Social.
Expecting a baby girl in March 2013!
Why Paid Ads?
Raising the Stock Price
Raising the Stock Price
Taken July 30, 2010
Taken Yesterday
Ad Extensions - Sitelinks
Ad Extensions - Locations
Ad Extensions - Call
Ad Extensions - Product
Ad Extensions - Others
Communication (Beta)
Mobile App
Dynamic Search Ads - Dynamic Search Ads target “relevant” searches with ads generated directly from your site. http://goo.gl/vLGBl
Tracking Gets Tricky - Sitelink
Tracking Gets Tricky – Sitelink
Google aggregates data across sitelinks, making individual tracking URL’s a necessity for optimization!
Tracking Gets Tricky - Location
Tracking Gets Tricky - Call
Tracking Gets Tricky - Product
1. In your Merchant Center account, click Settings, then AdWords.2. Enter your AdWords Customer ID (CID). You can find your CID at the top of your
AdWords account when you're signed in.3. Click Add.
Tracking Tip: Add the AdWords Attributes fields to your product feed to track clicks and conversions. You will also utilize these fields for PLA management.
Product Listing Ads
Product Listing Ads
Product Listing Ads
Set-Up:1. At minimum, implement Google Conversion Tracking.2. Create New Campaign for PLA, link Merchant Account.3. Create an Ad Group for “All Products”.4. Under the “Auto Targets” tab, select “Add all products”.
Product Listing Ads
Get Granular:5. Plan structure around brands, product types, SKU’s, etc.6. Use drop downs to find targets and validate them.
Optimizing PLA’s
Bid High Enough: Once you begin getting some data, you can optimize the bids.
Optimizing PLA’s
Optimize Ad Serving: Just like paid search, you need to mine your search queries for negative keywords and additional “Auto Targets”.
Optimizing PLA’s
Resources
PLA’s: http://goo.gl/kpgcB Sitelinks: http://goo.gl/yh4AMLocations: http://goo.gl/upemYProducts: http://goo.gl/v5EGnCall: http://goo.gl/p0xCb
