How to Maximize Non-Brand Revenues For PLAs By Todd Bowman
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Transcript of How to Maximize Non-Brand Revenues For PLAs By Todd Bowman
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#SMX #14b @ToddBowman68
Todd Bowman, Merkle|RKG Director, Data Feeds
How to Maximize Non-Brand Revenue for PLAs
Plus Fun with Bing Shopping and CSEs
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#SMX #14b @ToddBowman68
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#SMX #14b @ToddBowman68
§ Started the CSE and Feeds team at Merkle|RKG in 2011
§ Self-proclaimed data feed and PLA nerd
§ Officiate FCS football in the Colonial, Ivy and Patriot Leagues
§ Big fan of curling and Zubaz
About Todd
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#SMX #14b @ToddBowman68
Focus on These Very Important Fields:
Unique Product Identifiers (UPCs, ISBNs, Brand and/or MPN) Title
Google Product Category Description Condition
Guiding Principle for Feed Optimization
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#SMX #14b @ToddBowman68
Understanding the True Value of PLA Traffic
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#SMX #14b @ToddBowman68
PLA Share of Google Paid Search Clicks*
*Aggregate Results for U.S. Retail Source: Merkle|RKG Q1 2015 DMR
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#SMX #14b @ToddBowman68
Bing Product Ad Share of Bing Clicks*
*Aggregate Results for U.S. Retail Source: Merkle|RKG Q1 2015 DMR *Aggregate Results for U.S. Retail Source: Merkle|RKG Q1 2015 DMR
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#SMX #14b @ToddBowman68
Google PLA CPC vs. Non-Brand Text Ads*
*Median Site Results for U.S. Retail Source: Merkle|RKG Q1 2015 DMR
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Splitting Out Brand & Non-Brand PLA Traffic
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#SMX #14b @ToddBowman68
Campaign Priorities
Low Priority Default Bids
Medium Priority Trumps bids in
Low Priority Campaigns for any product that applies
High Priority Trumps bids in
Low & Medium Priority Campaigns for any product that applies
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#SMX #14b @ToddBowman68
Campaign Structure
Medium Priority
Low Priority
Low Priority
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Adding Brand Level Negatives
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#SMX #14b @ToddBowman68
Brand Campaign – Why Low Priority?
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#SMX #14b @ToddBowman68
Google PLAs & Bing Product Ads as One
Source: Merkle|RKG Q1 2015 DMR
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Bing Shopping Campaigns Transition
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#SMX #14b @ToddBowman68
Import Google Campaign Structure
All Products Campaign Low Priority
Campaign Targeting All Products Granularly Medium Priority
Outliers Campaign High Priority
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#SMX #14b @ToddBowman68
Plan Early and Move Slowly
Plan Early and Move Slowly
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#SMX #14b @ToddBowman68
5-10% CTR lift
Merchant Promotions
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Select CSEs Continue to See Success
Source: Merkle|RKG Q1 2015 DMR
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ECN Using eBay.com for eBay PLAs
Source: Merkle|RKG Q1 2015 DMR
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#SMX #14b @ToddBowman68
THANK YOU!
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Sept. 29th – Oct. 1st 2015