product listing ads: uncover the secret side of ppc advertising that's the real

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Product Listing Ads: Uncover The Secret Side Of PPC Advertising That's The Real Jewel Of Ecommerce Advertising Presented By: Rick Backus & Rajat Mukherjee

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Jewel Of Ecommerce Advertising by Rick Backus & Rajat Mukherjee MivaCon 2014 Breakout Session: Product Listing Ads: Uncover The Secret Side Of PPC Advertising That's The Real Jewel Of Ecommerce Advertising Presented by Rick Backus & Rajat Mukherjee

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Page 1: Product Listing Ads: Uncover The Secret Side Of PPC Advertising That's The Real

Product Listing Ads: Uncover The Secret Side Of PPC Advertising That's The Real Jewel Of Ecommerce Advertising

Presented By: Rick Backus & Rajat Mukherjee

Page 2: Product Listing Ads: Uncover The Secret Side Of PPC Advertising That's The Real

Rick Backus Co-Founder, [email protected]

San Diego Native! Founded CPC Strategy in 2007 Over 220 Active Clients Manage Over 35 Million in

Adverting Spend Monthly Retail Contributor for

Search Engine Land On Twitter @CPC_Rick

Page 3: Product Listing Ads: Uncover The Secret Side Of PPC Advertising That's The Real

THE RETAIL FUNNEL

Convert

EDUCATE

CURATE

CONVERT

Mens Shoes

Nike Shoes

Nike Air Max +2013

Page 4: Product Listing Ads: Uncover The Secret Side Of PPC Advertising That's The Real

FREE GOOGLE SHOPPING TRAFFIC IS DEAD

Page 5: Product Listing Ads: Uncover The Secret Side Of PPC Advertising That's The Real

GOODNIGHT SWEET LONG TAIL

The Text Ads Long Tail for eCommerce Products is Almost Dead.

Page 6: Product Listing Ads: Uncover The Secret Side Of PPC Advertising That's The Real
Page 7: Product Listing Ads: Uncover The Secret Side Of PPC Advertising That's The Real

GOOGLE SHOPPING VS. GOOGLE ADWORDS

Page 8: Product Listing Ads: Uncover The Secret Side Of PPC Advertising That's The Real

GOOGLE SHOPPING VS. THE OTHER CSEs

Page 9: Product Listing Ads: Uncover The Secret Side Of PPC Advertising That's The Real

GOOGLE SHOPPING VS. THE OTHER CSEs

Page 10: Product Listing Ads: Uncover The Secret Side Of PPC Advertising That's The Real

GOOGLE SHOPPING VS. THE OTHER CSEs

Page 11: Product Listing Ads: Uncover The Secret Side Of PPC Advertising That's The Real

PLA Benefits

#Tweetable Facts There are over 1 billion products on Google Shopping

Google PLA clicks increased 200% YOY since Sept (2012)

PLAs are available in 23 countries globally

Display ads have a 22% higher click-through rate than text ads

Google Shopping accounted for an average of 20.19% of overall store

traffic and 18.75 of overall revenue during Black Friday weekend.

WHY PRODUCT LISTING ADS?

Page 12: Product Listing Ads: Uncover The Secret Side Of PPC Advertising That's The Real

8 Google Shopping Tips

1. Get a Data Feed Guy (or Gal)

5. Discover Your Search Terms

2. Learn How To Bid Properly 6. Avg. Position Does NOT Increase CTR

3. Use The Proper Ad Groups 7. Modify Bids By State

4. Use Labels 8. Sold SKU Strategy

Page 13: Product Listing Ads: Uncover The Secret Side Of PPC Advertising That's The Real

Get a Data Feed Guy

Page 14: Product Listing Ads: Uncover The Secret Side Of PPC Advertising That's The Real

Learn How To Bid Properly

Page 15: Product Listing Ads: Uncover The Secret Side Of PPC Advertising That's The Real

Product Visibility Curve

All ProductsAd Group

SKU LevelAd Groups

10-20 Ad Groups

Page 16: Product Listing Ads: Uncover The Secret Side Of PPC Advertising That's The Real

Use Data Feed Labels

Page 17: Product Listing Ads: Uncover The Secret Side Of PPC Advertising That's The Real

Discover Your Product Search Terms

Page 18: Product Listing Ads: Uncover The Secret Side Of PPC Advertising That's The Real

Avg. Position Does NOT Increase CTR

Page 19: Product Listing Ads: Uncover The Secret Side Of PPC Advertising That's The Real

Bid Modifiers By State

Page 20: Product Listing Ads: Uncover The Secret Side Of PPC Advertising That's The Real

Sold SKU Strategy

Page 21: Product Listing Ads: Uncover The Secret Side Of PPC Advertising That's The Real

Welcome to San Diego!

Page 22: Product Listing Ads: Uncover The Secret Side Of PPC Advertising That's The Real

Product Listing Ads: Uncover The Secret Side Of PPC Advertising That's The Real Jewel Of Ecommerce Advertising

Presented By: Rick Backus & Rajat Mukherjee