adwords seminar 3: plas - how to do and optimise
DESCRIPTION
1. Layers recap 2. Product Listing Ads a. The Feed b. Adwords Campaign Structure c. Optimisation 3. Layering it Up a. Keywords Budget Seesaw b. Remarketing Laye 4. Next StepsTRANSCRIPT
Awesome AdwordsSeminar SeriesPart 3 - PLAs
Chloë Thomas
Me and indium
● 6 years● Effective Online
Marketing ● done for you● Team of 5Services:● Adwords & Remarketing● LinkedIn Pages & Ads● Email
Awesome AdwordsSeminar Programme
1. Introduction - the changes and how to capitaliseAvailable on the website
2. Bidding Options - get more quality traffic for lessAvailable on the website
3. Product Listing Ads - how to do and optimiseFri, Aug 16th @ 3pm
4. Remarketing - overlaying it with “normal” AdwordsThur, Aug 22nd @ 2pm
5. Image and Video Ads - lower click costs, a different type of trafficWed, Aug 28th @ 2pm
http://indiumonline.co.uk/aa
PLAsSetting up and optimising
1. Layers recap2. Product Listing Ads
a. The Feedb. Adwords Campaign Structurec. Optimisation
3. Layering it Upa. Keywords Budget Seesawb. Remarketing Laye
4. Next Steps
What is Google Adwords?
Lots of Changes:
● Enhanced Campaigns
● Google Shopping
● Endless Integrations
Silos are Dead
CoreKeywords
Google Base/
ShoppingRemarketing
Display Advertising
It’s all about Layers
How to Capitalise on Layers
And then try pure Display Advertising
PLAsSetting up and optimising
1. Layers recap2. Product Listing Ads
a. The Feedb. Adwords Campaign Structurec. Optimisation
3. Layering it Upa. Keywords Budget Seesawb. Remarketing Layer
4. Next Steps
The Old World
The New World
Your Website
"Product Feed"
File of your product information in the
Google specified format
Google Merchant
Centre
an account to manage the
submission of your feed to
The System
Google Adwords
an account to manage the
display of your product ads
How different to text ads?
Targeting Controlled By
Adverts
Keyword PPC the keywords you select
created manually
PLA PPC the way you group your products into "auto targets"
the products themselves
● Results we've seen ourselves:■ New visits 24% better■ Cost per Conversion down 14%■ Conversion Rate up 28%■ AOV up 38%
How big a prize is there?
3 Parts of PLAs Success
The Feed
Attribute What it does Can Contain
adwords grouping [adwords_grouping]
Usually lowest level categoryWorks in CPC and CPA bidding
TextOnly one per product
adwords labels [adwords_labels] Only works if you’re using CPC (not CPA)Can hold lots of values – so think of like tagging the products inline with likely searchesEg- Mens, blue, shirt, over 50gbp
Text stringAs many as you like
adwords redirect [adwords_redirect]
If you want to send to a different URL for tracking purposes.
url – inc http etc
Building the CampaignWhere Feed and Structure Meet
Group Products Using "Auto Targets"
● Brand● Product Type● Condition● Adwords Label● Adwords Grouping● All products● Product ID
the manufacturerdesignation of product categorynew, used etccustom, many per productcustom, 1 per product
Adwords Structure
1. All Products Adgroup
2. One Adgroup for each key Categorya. One Auto Target = the categoryb. One Auto Target for each product ID
Optimising1. Bids at Adgroup and AutoTarget Level2. Negative keywords - campaign and adgroups
3. Enhanced Biddinga. Deviceb. Geographyc. Ad Scheduling
4. Amend Feed to improve ads and targeting
PLAsSetting up and optimising
1. Layers recap2. Product Listing Ads
a. The Feedb. Adwords Campaign Structurec. Optimisation
3. Layering it Upa. Keywords Budget Seesawb. Remarketing Layer
4. Next Steps
It’s all about Layers
Adwords Budget See-Saw
Remarketing and PLAs Layers
● Uses the Feed and Custom Tagging● Dynamically generates ads for remarketing● Shows customers products they looked at
Next Steps
1. Sort out your feed2. Build your Campaign3. Come along to the rest of the Seminars to
find out more about the Layers4. Want help?
a. Free Adwords Clinics
http://indiumonline.co.uk/awesome-adwords
Next Seminar:Remarketing - how it works and
LayeringThurs, Aug 22nd @ 2pm