Product Listing Ads - netelixir.com file2 Product listing Ads – 5 Proven Tactics Search ads...
Transcript of Product Listing Ads - netelixir.com file2 Product listing Ads – 5 Proven Tactics Search ads...
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Product Listing Ads
Proven Strategies for Running a Successful PLA Campaign
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Product listing Ads – 5 Proven Tactics
Search ads including product image, price,
merchant name and other necessary details
The dark horse of PPC
Introduced by Google in Oct 2012
Advertisers have almost doubled the spend
(by Nov 2013)
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Text Ads + PLA = Success
Source: Google Research Insights
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PLAs drove 26% of total last click conversions
PLA Channel 1 Channel 2 Channel N PLA 12% of the total conversions followed this conversion path
PLA Channel 1 Channel 2 Channel N
23% of the total conversions followed this conversion path
Channel 1 Channel 2 Channel N PLA 13.6% of the total conversions followed this conversion path
Source: NetElixir Retail Intelligence Research – Pet Supplies Category
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Average CPC for PLAs is 20-50% lower
$-
$0.10
$0.20
$0.30
$0.40
$0.50
$0.60
$0.70
$0.80
Apparel Consumer Electronics Jewelry
Avg CPC
PLA Text Ad
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5 Proven #Mantras from NetElixir for effective PLA management
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#Mantra 1 : Optimize Titles for Maximum Impact
Campaign
Ad Group 1
Keyword Ad Copy
Ad Group 2
Keyword Ad Copy
Campaign
Ad Group 1
Product Target
Ad Copy
Ad Group 2
Product Target
Ad Copy
• Product Targets are not alternatives for Keywords. They facilitate precise targeting.
• Title for each product act as keywords (a far fetched analogy).
• Create titles that are adequately descriptive in nature.
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#Mantra 1 : Capture all details in the title
NO BLOCK LETTERS
No Promo Texts
No Keyword Stuffing
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#Mantra 2 : Hyper-target Top Selling Products
Campaign Avg. ROI No. of
Products
Ad Group Product Target Bid
Best Sellers
$90 50 ABC Product_type=ABC $2
$130 25 ABC – High Value Segment Product_type=ABC
and adwords_label =
High Value Segment
$2.5
$170 1 ABC – High Value Segment
– Best Seller
ID = 12345 $3
Hyper-targeting allows greater control over bid management as well as “differentiated” ad messaging.
As granularity increases, raise the bid.
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#Mantra 2 : Hyper-target Top Selling Products
MARGIN DRIVERS STARS
EXERCISE
CAUTION
VOLUME DRIVERS
Pro
du
ct M
arg
in (
$)
Number of Units Sold/Month
High
Low
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#Mantra 3 : Day-Part Bids based on click & conversion patterns
Source: NetElixir Retail Intelligence Research Report for Beauty Products Category
0
1000
2000
3000
4000
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24
Clicks
Clicks
0
50
100
150
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24
Conversions
Conv. (1-per-click) Hour of the Day
Hour of the Day
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#Mantra 4 : Google Trusted Store boosts conversions by 40%
Orders up by 40%
CPO down
by 27%
CTR up by 23%
Impact of Google Trusted Store badge for Pet Care Category
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#Mantra 5 : High Quality Data Feed
Fresh, Accurate &
Complete Data Data Quality
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Summary: 5 Proven Mantras for PLA Success
Optimize title descriptions for maximum impact.
Hyper-Target STAR products for maximum gains.
Day-part bids for maximizing campaign efficiency.
Google Trusted Score badge boosts PLA performance.
High Quality Data feed
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Thank You!