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Learn about Google’s latest updates including: -What’s really on a Google search page? -How is Google changing and how can you adapt? -What changes should you make to your data feed? -How can you improve ROI on Google Shopping? Get expert advice from Jeff Coleman, Director of Account management, who has over 6 years of Google expertise.
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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 [email protected]
CPC Strategy
WEBINAR HOUSEKEEPING
Jeff ColemanDirector of Account [email protected]
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
