Date post: | 28-Dec-2015 |
Category: |
Documents |
Upload: | may-parrish |
View: | 217 times |
Download: | 1 times |
Product Listing AdsThey’re All the Rage
Elizabeth Marsten@ebkendo
Director of Search MarketingPortent, Inc. 1
Reasons You Should Belong to SEMPO
• Expand Your Knowledge• Engage With Industry
Leaders• Maximize Your Career Growth• Grow Your Business• Save Money
$$$$$
Q4 2012:• 28% of non brand clicks• 210% increase in clicks (text vs. PLA)• 600% increase in budgets by advertisers• Average CPC cheaper than search
11
$$$$$$
• AdWords, Merchant Center, WMT• Technical difficulties• Time consuming• Competition• Lack of visibility
13
AdWords Checklist
Create new campaigns for PLAsCreate new ad groups for PLAsSet ad group bids, campaign budgetNo NOT add any keywords/text adsWrite promotional adsSet bids for AdWords attributes/auto targets
22
Merchant Center Checklist
Create feedUpload to Merchant CenterMake sure Merchant Center info is filled inWait for feed to be acceptedLink Merchant Center with AdWords
23
Analytics Checklist
Tag all destination URLs (if not GA)AdWords conversion trackingAuto-tagging enabled (if GA)eCommerce/goal tracking in GA
24
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?
25
Writing the Ads
• Technically “optional”• 35 characters• No DKI• Follow AdWords Editorial Guidelines
30
Feed Best Practices
• 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
43
Using Negative Keywords
• PLAs don’t use search keywords, but you can use negative keywords at the ad group and campaign level
55
Resources
• Portent Blog
• Google Merchant Center help
• Sign up for AdWords & Merchant Center blogs
64
• Step by step instructions
• Covers AdWords, Merchant Center, Webmaster Tools, GA
• How to create a product feed
• Because you were busy answering work email and forgot to take notes today
Get it here:
http://www.portent.com/store/products/product-listing-ads-for-beginners
68
Why you need this book