Date post: | 02-Feb-2015 |
Category: |
Marketing |
Upload: | jeff-allen |
View: | 94 times |
Download: | 4 times |
Power Boost Your Sales WithSuper-Awesome PLAs
@JeffAllenUT
Your Competition Sucks.
The Shape Shifting World Of PLAs.
Optimizing Your Feed.
Random &$^!.
There’s Jeff, Stealing ideas again.
What the &%*%^ isGoing On With PLA’s?
Sleep easy, your competition kind of sucks at PLAs.
150% better CTR than text ads.
STOLEN! (Source: Kenshoo)
23% better CVR than text ads.
STOLEN! (Source: Kenshoo)
31% higher ROAS than text ads.
STOLEN! (Source: Kenshoo)
This would be REALLY useful ifSo Much Didn’t Get In The Way
http://tinyurl.com/feed-setup
0.5 Changes.
http://tinyurl.com/bing-product-ads
1. Feed accuracy.
http://tinyurl.com/required-datahttp://tinyurl.com/costly-errors
2. Item formatting.
3. Getting re-approval after you &%^$ up the other 2 things.
I got all that, now what?Optimizing Your Feed
1. Test product titles
Rework the titles so they now read GENERALIZED COLOR + BRAND + CATEGORY
Sunshine Dress…
Yellow Betsy Johnson Dress
Feed Titles
Original Final
REVENUE INCREASED 239% 239%
ROAS INCREASED 107%107%
IMPRESSIONS INCREASED 57%57%
CLICKS INCREASED 81%81%
CTR INCREASED 16%16%
STOLEN! (Source: Data Pop)
STOLEN! (Source: Data Pop)
Adding Compatible Products increased the match rates in Google:
31% INCREASE IN ORDERS
31%35%
INCREASE IN CLICKS
35%
1/21/1
3
1/25/1
3
1/29/1
3
2/2/1
3
2/6/1
3
2/10/1
3
2/14/1
3
2/18/1
3
2/22/1
3
2/26/1
3 $-
$5,000
$10,000
$15,000
$20,000
$25,000
$30,000
$35,000
$40,000
$45,000
1,000
2,000
3,000
Revenue
Updated
Lightning to 30-pin Adapter…
Original
276% INCREASE IN REVENUE276%
Lightning Adapter (for iPad, iPhone5, iPod)
2. Be better at introductions.
3. Use categories correctly.
http://tinyurl.com/pla-categories
4. WHEN categories fail you, turn to custom labels.
Custom Label = Margin [high, low]
5. Maintain feed health.
Prop tip: Practice on test feeds.
Some random stuff…
1. Bid multipliers matter, a lot.
Clicks CPC Conv. CPA
Desklet 6,998 $.70 196 $25
Mobile 6,458 $.47 94 $32
Rev. AOV ROAS
Desklet $28,822 $147 5.88
Mobile $16,896 $180 5.58
Based on ROAS, bid down 5%.
2. Competitive benchmarks is cooler than you give it credit for.
At the Product Group Level —>Columns —>Competitive Metrics —>
CTR, CPC, Impression Share
Jeff AllenHanapin Marketing@JeffAllenUT