Chacka BlueglassX Slides

How to Get BIG Boosts from Paid Ads

Quick About Me

Founded Chacka Marketing in Tampa, FL

in 2009.

The first Kenshoo [PRO] Agency in the United States in June 2012, with 100% of staff certified.

Spoken at Search Engine Strategies, Search Insider Summit, OMMA and Search & Social.

Expecting a baby girl in March 2013!

Why Paid Ads?

Raising the Stock Price

Raising the Stock Price

Taken July 30, 2010

Taken Yesterday

SERP Facts

Source: Wordstream Research, July 2012 http://goo.gl/4y5Gi

Ad Extensions - Sitelinks

Ad Extensions - Locations

Ad Extensions - Call

Ad Extensions - Product

Ad Extensions - Others

Communication (Beta)

Mobile App

Dynamic Search Ads - Dynamic Search Ads target “relevant” searches with ads generated directly from your site. http://goo.gl/vLGBl

Tracking Gets Tricky - Sitelink

Tracking Gets Tricky – Sitelink

Google aggregates data across sitelinks, making individual tracking URL’s a necessity for optimization!

Tracking Gets Tricky - Location

Tracking Gets Tricky - Call

Tracking Gets Tricky - Product

1. In your Merchant Center account, click Settings, then AdWords.2. Enter your AdWords Customer ID (CID). You can find your CID at the top of your

AdWords account when you're signed in.3. Click Add.

Tracking Tip: Add the AdWords Attributes fields to your product feed to track clicks and conversions. You will also utilize these fields for PLA management.

Product Listing Ads (PLA’s)

http://goo.gl/9wBvb

Product Listing Ads

Product Listing Ads

Product Listing Ads

Set-Up:1. At minimum, implement Google Conversion Tracking.2. Create New Campaign for PLA, link Merchant Account.3. Create an Ad Group for “All Products”.4. Under the “Auto Targets” tab, select “Add all products”.

Product Listing Ads

Get Granular:5. Plan structure around brands, product types, SKU’s, etc.6. Use drop downs to find targets and validate them.

Optimizing PLA’s

Bid High Enough: Once you begin getting some data, you can optimize the bids.

Optimizing PLA’s

Optimize Ad Serving: Just like paid search, you need to mine your search queries for negative keywords and additional “Auto Targets”.

Optimizing PLA’s

Resources

PLA’s: http://goo.gl/kpgcB Sitelinks: http://goo.gl/yh4AMLocations: http://goo.gl/upemYProducts: http://goo.gl/v5EGnCall: http://goo.gl/p0xCb

@janellaraviejanel@chackamarketing.com