the care and feeding of google product listing ads (smx west 2013)
DESCRIPTION
Retailers found themselves suddenly having to dust off their old "feeds" programs when Google started charging for its product listings. It's estimated to consume as much as 30% of some retailers' search ad budget, so how can you quickly get this program under control and working for you? Dana Todd takes a look at the issue from an organizational support point of view, in terms of staffing, funding and integration with other practices and departments.TRANSCRIPT
The Care and Feeding of Product Listing Ads (PLAs)
Dana ToddSVP Global Marketing@danatodd @performics
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Building a Nurturing Home
Feeding the Beast
Teaching New Tricks
Agenda@danatodd @performics
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Building a Nurturing Home
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Right team
Merchandising strategy
Integrated tactics
Technology
Attention to detail
Key Ingredients
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Feeding the Beast
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A clean feed is a healthy feed!
Nutritional data supplements
Image is everything
What are you testing?
Optimize, spot check
Check business rules
Daily Checklist
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Teaching New Tricks
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Recycle
Mobile is key
Local
Showrooming
Next generation
Maximizing the Opportunity
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Follow me on Twitter! @danatodd
Thank You