View
105
Download
1
Category
Tags:
Preview:
DESCRIPTION
SMX Advanced 2014 Session #SMX #14B - Pla To Pay: Maximizing Profits With Product Listing Ads - Changing The PLA Landscape 2013 To Present By Jay Stampfl @3Qdigital Of 3Q Digital Read more on display advertising and marketing at http://marketingland.com
Citation preview
PLA To Pay: Maximizing Profits
With Product Listing Ads
Jay Stampfl, 3Q Digital
Jay Stampfl, 3Q Digital #SMX
Jay Stampfl, 3Q Digital #SMX
PLA Changes 2013
Account Structure
Shopping
Bidding
Changing PLA Landscape 2013 to Present
By Jay Stampfl, 3Q Digital #SMX
Jay Stampfl, 3Q Digital #SMX
There is a well documented steady increase in share of market
Jay Stampfl, 3Q Digital #SMX
$-
$0.20
$0.40
$0.60
$0.80
$1.00
$1.20
$1.40
0
20000
40000
60000
80000
100000
120000
Impressions CPC
Impressions and CPC
Scale and CPC have increased through 2013, more auctions with more competitors
Jay Stampfl, 3Q Digital #SMX
0
2
4
6
8
10
12
14
16
18
20
$-
$20,000.00
$40,000.00
$60,000.00
$80,000.00
$100,000.00
$120,000.00
8/1
/20
12
9/1
/20
12
10
/1/2
01
2
11
/1/2
01
2
12
/1/2
01
2
1/1
/20
13
2/1
/20
13
3/1
/20
13
4/1
/20
13
5/1
/20
13
6/1
/20
13
7/1
/20
13
8/1
/20
13
9/1
/20
13
10
/1/2
01
3
11
/1/2
01
3
12
/1/2
01
3
1/1
/20
14
2/1
/20
14
3/1
/20
14
4/1
/20
14
Cost ROAS
Cost and ROAS
We have also seen increased scale and revenue, particularly in the holidays
Bidding and Account Structure
By Jay Stampfl, 3Q Digital #SMX
Jay Stampfl, 3Q Digital #SMX
Negatives and Forcing Queries
Query Google decides what
products are eligible to show
Negatives are applied
Query Negatives are accounted Google then chooses what ad/KW of the
remaining
PLAs
Search
Cannot force match type control with negatives in PLAs. A very common error.
Jay Stampfl, 3Q Digital #SMX
Top Terms are invariably going to be more generic
Since these terms are going to be eligible for a variety of products, there is much potential for poor mapping
Jay Stampfl, 3Q Digital #SMX
These terms will be passed to different bid groups, where we see the core issue:
Jay Stampfl, 3Q Digital #SMX
0
1000
2000
3000
4000
5000
6000
1.00% 1.50% 2.00% 2.50% 3.00% 3.50% 4.00% 4.50% 5.00% 5.50% 6.00%
Conversion Rate declines as bid receive more unique queries. This is a function of more generic terms that could map to many products moving toward higher bids.
Conversion Rate Increases as Unique Queries Decrease
Jay Stampfl, 3Q Digital #SMX
Argument for Best Sellers and the Problem with Order Value
This means it is important to be cognizant of what products are being shown
Jay Stampfl, 3Q Digital #SMX
Top Sellers
Broad Broad Broad
Exceptions Exceptions CPC
Bidding up pushing traffic, bidding down is more problematic
Jay Stampfl, 3Q Digital #SMX
Use conversion rates to choose top products
Be aware that conversion rates shift with bids
Shopping
By Jay Stampfl, 3Q Digital #SMX
Jay Stampfl, 3Q Digital #SMX
Shopping changes Priority and Product filter
Campaign Priority allows you to establish query mapping outside of Google-assigned relevancy and CPC. This feature addresses the fundamental issue of how to map query to bid in the absence of strong control.
Jay Stampfl, 3Q Digital #SMX
Shopping Sub Division- Choose the sections that make a difference for your Business
Jay Stampfl, 3Q Digital #SMX
Impression Share and Competitive metrics
Jay Stampfl, 3Q Digital #SMX
0.00%
0.50%
1.00%
1.50%
2.00%
2.50%
3.00%
3.50%
4.00%
4.50%
5.00%
0.00% 10.00% 20.00% 30.00% 40.00% 50.00% 60.00% 70.00% 80.00% 90.00%
CTR increases with higher Impression Share
Jay Stampfl, 3Q Digital #SMX
The ability to double-serve makes for a fundamentally different auction
Bidding
By Jay Stampfl, 3Q Digital #SMX
Conversions and Consumer Behavior
Jay Stampfl, 3Q Digital #SMX
Shallow Heavy
40 % Day 1 difference!
Jay Stampfl, 3Q Digital #SMX
Location, Time of Day, Day of Week
Jay Stampfl, 3Q Digital #SMX
Find what efficiency/scale maximizes profit.
0
5
10
15
20
25
30
35
40
45
0 20,000 40,000 60,000 80,000 100,000 120,000 140,000 160,000 180,000 200,000
Profit vs. ROAS
Gross Profit Maximization
Thank You!
Jay Stampfl
jay@3qdigital.com
Jay Stampfl, 3Q Digital
Recommended