Awesome AdwordsSeminar SeriesPart 3 - PLAs

Chloë Thomas

Me and indium

● 6 years● Effective Online

Marketing ● done for you● Team of 5Services:● Adwords & Remarketing● LinkedIn Pages & Ads● Email

Awesome AdwordsSeminar Programme

1. Introduction - the changes and how to capitaliseAvailable on the website

2. Bidding Options - get more quality traffic for lessAvailable on the website

3. Product Listing Ads - how to do and optimiseFri, Aug 16th @ 3pm

4. Remarketing - overlaying it with “normal” AdwordsThur, Aug 22nd @ 2pm

5. Image and Video Ads - lower click costs, a different type of trafficWed, Aug 28th @ 2pm

http://indiumonline.co.uk/aa

PLAsSetting up and optimising

1. Layers recap2. Product Listing Ads

a. The Feedb. Adwords Campaign Structurec. Optimisation

3. Layering it Upa. Keywords Budget Seesawb. Remarketing Laye

4. Next Steps

What is Google Adwords?

Lots of Changes:

● Enhanced Campaigns

● Google Shopping

● Endless Integrations

Silos are Dead

CoreKeywords

Google Base/

ShoppingRemarketing

Display Advertising

It’s all about Layers

How to Capitalise on Layers

And then try pure Display Advertising

PLAsSetting up and optimising

1. Layers recap2. Product Listing Ads

a. The Feedb. Adwords Campaign Structurec. Optimisation

3. Layering it Upa. Keywords Budget Seesawb. Remarketing Layer

4. Next Steps

The Old World

The New World

Your Website

"Product Feed"

File of your product information in the

Google specified format

Google Merchant

Centre

an account to manage the

submission of your feed to

Google

The System

Google Adwords

an account to manage the

display of your product ads

How different to text ads?

Targeting Controlled By

Adverts

Keyword PPC the keywords you select

created manually

PLA PPC the way you group your products into "auto targets"

the products themselves

● Results we've seen ourselves:■ New visits 24% better■ Cost per Conversion down 14%■ Conversion Rate up 28%■ AOV up 38%

How big a prize is there?

3 Parts of PLAs Success

The Feed

Attribute What it does Can Contain

adwords grouping [adwords_grouping]

Usually lowest level categoryWorks in CPC and CPA bidding

TextOnly one per product

adwords labels [adwords_labels] Only works if you’re using CPC (not CPA)Can hold lots of values – so think of like tagging the products inline with likely searchesEg- Mens, blue, shirt, over 50gbp

Text stringAs many as you like

adwords redirect [adwords_redirect]

If you want to send to a different URL for tracking purposes.

url – inc http etc

Building the CampaignWhere Feed and Structure Meet

Group Products Using "Auto Targets"

● Brand● Product Type● Condition● Adwords Label● Adwords Grouping● All products● Product ID

the manufacturerdesignation of product categorynew, used etccustom, many per productcustom, 1 per product

Adwords Structure

1. All Products Adgroup

2. One Adgroup for each key Categorya. One Auto Target = the categoryb. One Auto Target for each product ID

Optimising1. Bids at Adgroup and AutoTarget Level2. Negative keywords - campaign and adgroups

3. Enhanced Biddinga. Deviceb. Geographyc. Ad Scheduling

4. Amend Feed to improve ads and targeting

PLAsSetting up and optimising

1. Layers recap2. Product Listing Ads

a. The Feedb. Adwords Campaign Structurec. Optimisation

3. Layering it Upa. Keywords Budget Seesawb. Remarketing Layer

4. Next Steps

It’s all about Layers

Adwords Budget See-Saw

Remarketing and PLAs Layers

● Uses the Feed and Custom Tagging● Dynamically generates ads for remarketing● Shows customers products they looked at

Next Steps

1. Sort out your feed2. Build your Campaign3. Come along to the rest of the Seminars to

find out more about the Layers4. Want help?

a. Free Adwords Clinics

http://indiumonline.co.uk/awesome-adwords

Next Seminar:Remarketing - how it works and

LayeringThurs, Aug 22nd @ 2pm