#SMX

Driving Transparency

Paid Search. Display. Retargeting

Driving Transparency

Paid Search. Display. Retargeting

Power Boosting Sales with PLAs

Patrick Bennett. SMX West, March 13, 2014

#SMX

#SMX 2

PLA Optimization

What should I focus on that will have the

largest impact on sales?

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Get in Alignment

How consumers think How manufacturers think

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My Experience

Out of 360 sales in 3 months,

only 40 of them had the product title.

In other words, 89% of all sales from

PLAs were not from keywords that

contained the product title!

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Play with your feedOptimize Your Product Title: What do consumers want?

Starting title : “Kwikset Smartcode Keyless Entry 910 Series Deadbolt with Zwave”

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Play with your feed

Let Search Queries Drive Your Product Titles

Solution: Put “z wave” in the beginning of the title.

Result: 100% increase in avg clicks within 48 hours.

Winning title : “Kwikset Z Wave 910 Smartcode Deadbolt”

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Play with your feed

Be descriptive in your “product_type” column

v

s

Keyless Entry Locks >

Z Wave Deadbolts >

Kwikset 910

Kwikset 910 Lock

This is PLA Keyword Expansion

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Play with your feed

Additional columns worth testing:

• Price

• Test moving the price up/down look at CTR/conv impact

• Images

• If your product has options, test using the best seller

• If your product has options, test showing all options in the image

• Make sure you pop out from competitor images

VS

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Campaign Structure

SKU KW910ZWave KW912ZWave

Google Product Category Hardware > Locks & Locksmithing >

Deadbolt Locks

Hardware > Locks & Locksmithing

> Deadbolt Locks

Product Type Keyless Entry Locks > Z Wave Lever

Deadbolts > Kwikset 910

Keyless Entry Locks > Z Wave

Locks > Kwikset 912

Negative Keywords “912”, “lever” “910”, “deadbolt”

Max CPC $1.25 $1.00

AdGroup A AdGroup B

Have a separate AdGroup for each product to allow you insight into keywords and

more control over bidding.

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Campaign Structure

SKU KW910ZWave KW910ZWave

Google Product Category Hardware > Locks & Locksmithing >

Deadbolt Locks

Hardware > Locks & Locksmithing

> Deadbolt Locks

Product Type Keyless Entry Locks > Z Wave Lever

Deadbolts > Kwikset 912

Keyless Entry Locks > Z Wave

Lever Deadbolts > Kwikset 912

Negative Keywords “z wave”, “zwave” “kwikset”,”quickset”

Max CPC $0.80 $0.65

AdGroup A AdGroup B

Try a separate AdGroup to isolate bids and group by negative keyword themes.

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Search Queries = $

3 filters I use weekly.

Costly Conversions Keyword Heroes

Keyword Hopefuls

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Search Queries = $

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Search Queries = $

Live inside your search query reports to find negative keyword opportunities.

Cost Per Sale from $20 to $7 in less than 4 weeks!

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Search Queries = $

PLA

Campaign

Z Wave Kwikset

Let your PLA campaigns dictate other search network campaigns

Cost per sale $2 higher

BUT

Increased sale volume by 51%

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Put it into Paid Search

Campaign built off of search query data resulted in high volume and low CPAs

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Summing it Up

• PLAs drive sales outside of just product names

• Optimize your PLAs by playing with feed columns

• Listen to your customers by using search query reports

• Leverage negative keywords to maximize your campaigns

• Take what you learn and move into search for additional sales

Thanks! Get in touch

impatbennett@gmail.comhttp://www.linkedin.com/in/impatbennett801-400-917