This document provides tips for optimizing product listing ads (PLAs) on platforms like Google Shopping and Bing Shopping to boost sales. It recommends testing different product title formats, using categories and custom labels correctly, maintaining a clean product feed, and leveraging bid adjustments and competitive metrics. Key metrics like click-through rate, cost per click, and return on ad spend are compared for different ad formats and products, demonstrating PLAs can significantly outperform regular text ads. Regular maintenance and testing of product feeds on test accounts is advised to improve performance.

1. Power Boost Your Sales With
Super-Awesome PLAs

2. @JeffAllenUT

4. Your Competition Sucks.
The Shape Shifting World Of PLAs.
Optimizing Your Feed.
Random &$^!.

5. There’s Jeff,
Stealing ideas again.

6. What the &%*%^ is
Going On With PLA’s?

15. Sleep easy, your competition
kind of sucks at PLAs.

16. 150% better CTR than text ads.
STOLEN! (Source: Kenshoo)

17. 23% better CVR than text ads.
STOLEN! (Source: Kenshoo)

18. 31% higher ROAS than text
ads.
STOLEN! (Source: Kenshoo)

19. This would be REALLY useful if
So Much Didn’t Get In
The Way

20. http://tinyurl.com/feed-setup

21. 0.5 Changes.

24. http://tinyurl.com/bing-product-
ads

25. 1. Feed accuracy.

27. http://tinyurl.com/required-data
http://tinyurl.com/costly-errors

28. 2. Item formatting.

30. 3. Getting re-approval after you &%^$
up the other 2 things.

32. I got all that, now what?
Optimizing Your Feed

33. 1. Test product titles

34. Rework the titles so they now read
GENERALIZED COLOR + BRAND + CATEGORY
Sunshine
Dress…
Yellow Betsy
Johnson
Dress
Feed Titles
Original Final
REVENUE
INCREASED 239%239%
ROAS INCREASED
107%107%
IMPRESSIONS INCREASED
57%57%
CLICKS INCREASED
81%81%
CTR INCREASED 16%
16%
STOLEN! (Source: Data Pop)

35. STOLEN! (Source: Data Pop)
Adding Compatible Products increased the match rates in Google:
31%
INCREASE
IN ORDERS
31%
35%
INCREASE
IN CLICKS
35%
1,000
2,000
3,000
$-
$5,000
$10,000
$15,000
$20,000
$25,000
$30,000
$35,000
$40,000
$45,000
Revenue
Updated
Lightning to
30-pin
Adapter…
Original
276% INCREASE
IN REVENUE276%
Lightning Adapter
(for iPad, iPhone5,
iPod)

36. 2. Be better at introductions.

41. 3. Use categories correctly.

43. http://tinyurl.com/pla-categories

44. 4. WHEN categories fail you, turn to
custom labels.

46. Custom Label = Margin [high, low]

47. 5. Maintain feed health.

50. Prop tip: Practice on test feeds.

52. Some random stuff…

53. 1. Bid multipliers matter, a lot.

54. Clicks CPC Conv. CPA
Desklet 6,998 $.70 196 $25
Mobile 6,458 $.47 94 $32

55. Rev. AOV ROAS
Desklet $28,822 $147 5.88
Mobile $16,896 $180 5.58

56. Based on ROAS, bid down 5%.

57. 2. Competitive benchmarks is cooler
than you give it credit for.

58. At the Product Group Level —>
Columns —>
Competitive Metrics —>
CTR, CPC, Impression Share

62. Jeff Allen
Hanapin Marketing
@JeffAllenUT