SMX East 2012 - Google Shopping/PLAs and Bing RAIS
70
-
Upload
elizabeth-marsten -
Category
Documents
-
view
1.077 -
download
4
description
Given at SMX East NYC 2012 at the Pumping Up Your Flabby PPC Pecs session on 10/2.
Transcript of SMX East 2012 - Google Shopping/PLAs and Bing RAIS
Going from this
To this!
Starring::
WARNING:This presentation contains Chuck
Norris PPC jokes.
Chuck Norris has a Quality Score of 11.
The Equipment
Google Merchant Center Account a/k/a Google Base
Product Feed
Google AdWords Account
Google Analytics/Conversion Tracking
No one can bid on [chuck norris] as
Chuck Norris cannot be contained.
The Villain
The Shopping Cart
Ability to edit the product feed
“All Products”
YOU
Chuck Norris can bid on Bing Ads using
AdWords.
Steroids and other performance enhancing attributes
Product Feed
•Do more than the required attributes•Be descriptive, unique•Watch character limits•Use the AdWords attributes•Consider the “freshness” factor•Feeds have a “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
Chuck Norris convinced Google to change “rotate” to 90 days instead of
30.
Oh no, wait.That was this guy.
The Plan
Removing Products
adwords_publish attribute
True = included in AdWords/PLAsFalse = don’t include
Google Product Type vs. Product Type
Categorization
Bid by Group (one value)
Bid by Labels (multiple values)
Layer Attributes
Bid On One Product
Using Brand
Ad Group Bid vs. Target Bid
Using Negative KeywordsPLAs don’t use search keywords, but you can use negative keywords at the ad group and campaign level.
The Ads
• “Optional”• 45 characters• DKI does not work• Similar editorial guidelines as text ads
Chuck Norris had a PPC ad once.
The landing page just said “you’re
welcome.”
Using GA
• adwords_redirect attribute to separate the soon to be retired “free” from paid?
• Tagging all destination URLs becoming obsolete?
• Use the AdWords section in GA
• Use the Product Performance section in GA
• Set custom alerts for traffic
Use the MCF Section in GA
Using Merchant Center Reports
Using Merchant Center Reports
Multi Client Account – Merchant Center
• What is it?
• You might need one.
• It might not work.
• Must submit this form to get one.
Chuck Norris has his own targeted
location.
No one can target Chuck Norris.
Bing Ads brought to you by Dolph Lundgren
Product Listings Ads on Bing
Product Listings Ads on Bing
• The implementation is appearing on no more than 2% of bing.com traffic only.
• The test flight dates are not published, but this implementation will disappear once there is sufficient information to define the future product’s details.
• General release is still TBD and the pilot is closed to new advertisers.
There is no news
Rich Ads in Search (RAIS)
Rich Ads in Search (RAIS)
How RAIS Are Like Plutonium
•Rare•Need “connections” to get it•Potentially explosive•Shares the same chemical compounds
RAIS
• Uses keywords• Phrase and exact match only• Bid 50% or higher than text only ads• Separate campaign/ad groups• Text ads do not influence CPC of RAIS or
vice versa
Chuck Norris determines the minimum bid.
Where to Get Supplies
• AdWords/Merchant Center blogs (sign up for updates)
• Merchant Center Help Center
• Portent blog- What a Paid Search Marketer Needs to Know about Google Shopping & Interview with Rick Backus of CPC Strategy
• CPC Strategy ebook: Google Shopping Guide 2.0
