google shopping: make the migration to plas
Post on 14-Sep-2014
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DESCRIPTION
Our September webinar on Google Shopping and Product Listing Ads (PLAs) as Google retires the “free” product feed format on Google Shopping and moves to pay to play listings. We’ll go over best practices on how to set up in AdWords, Google Merchant Center and Google Analytics, lesser known details and tips for success.TRANSCRIPT
Elizabeth Marsten@ebkendo
MAKE THE MIGRATION:GOOGLE PRODUCT LISTING ADSThe Portent Webinar Series
#PORTENTUThis is the hashtag
What’s Happening?
Google Shopping is going from free to not free.
What’s Changing
What Should You Do?
…or pay attention to this webinar.
It’ll be OK.
WHAT YOU NEED TO DO THIS
Google Merchant Center Account a/k/a Google Base
Product Feed
Ability to edit the product feed
Google AdWords Account
Google Analytics/Conversion Tracking
Putting the Pieces Together
Merchant Center Checklist
Create feed Upload to Merchant Center Make sure Merchant Center info is filled in Wait for feed to be accepted Link Merchant Center with AdWords
AdWords Checklist
Create new campaigns for PLAs Create new ad groups for PLAs Set ad group bids, campaign budget Do NOT add any keywords/text ads Write promotional adsSet bids for AdWords attributes
Analytics Checklist
Tag all destination URLs AdWords conversion tracking Auto- tagging enabled eCommerce/goal tracking in GA
Research Cart Capabilities
Can you export the needed attributes? Can you submit directly to Google? Can you edit the feed or submission to
use AdWords attributes? Do you need any plugins, extensions
or support?
GETTING STARTED
Create a New Campaign
Create Ad Groups
Writing the Ads
•Technically “optional”•35 characters•No DKI•Follow AdWords Editorial Guidelines
“Optimizing” The Feed
•Do more than the required attributes•Be descriptive, unique•Watch character limits•Use the AdWords attributes•Consider the “freshness” factor•Feeds have a sort of “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
Categorization/Google Product Type
“All Products”
Maximizing the ROI on Your Feed
Google Product Type vs. Product Type
Product Type = YOUR taxonomy
Using Brand
Bidding by Labels/Groups
Bid On One Product
Layer Attributes
Removing Products
True = included in AdWords/PLAsFalse = don’t include
Using Negative KeywordsPLAs don’t use search keywords, but you can use negative keywords at the ad group and campaign level.
Ad Group Bid vs. Target Bid
Using GA
Use the Product Performance section
Use the MCF Section in GA
No One Knows Everything…not even close.
GA Questions?
• Will adwords_redirect attribute to separate the soon to be retired “free” from paid?
• ValueTrack parameters?
• Tagging all destination URLs becoming obsolete?
Multi Client Account – Merchant Center
• What is it?
• You might need one.
• It might not work.
• Must submit this form to get one.
Other Mysteries
• CPA % Bidding
• More attributes?
• Separate google.com PLA traffic from google.shopping.com?
Resources(links also available through bit.ly bundle)
• CPC Strategy: Google Shopping 2.0 ebook
• Portent Blog
• Google Merchant Center Help
• Sign up for AdWords & Merchant Center blogs
My Newest PPC eBook(and my last shameless plug)
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Why you need this book:
Craft clickable, clever content Flourish in today’s competitive advertising SERP Avoid the mockery of www.yourppcsucks.com Pull profit (from) clicks Transform your ads from money suckers to money makers Leap tall buildings in a single bound OK, that last one isn’t true
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After the webinar:•Email with Vzzar, Slideshare links for re-enjoyment
•Bit.ly bundle of links mentioned
•Check out that sweet new ebook on ad copy
And here is October’s FREE webinar…
Josh Patrice@syzlak
SEO FOR SMALL BUSINESSESThursday, October 24, 11am PST
The Portent Webinar Series
Q&A#PORTENTU
Elizabeth Marsten@[email protected]
Thank You!