Presentation from the October 29th webinar, "Best Practices to Power Up PLAs." Kenshoo's Josh Dreller moderates a discussion between Kenshoo Senior Product Manager, Irina Bukatik, and Vice President at Elite SEM, Zach Morrison, around 8 best practices for Google Product Listing Ads.

1. Best Practices to
Power up PLAs
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2. Webinar Instructions
Audio instructions
• Listen via computer speakers or use phone numbers listed
in email from gotowebinar@citrixonline.com
• Still can’t hear the webinar? Tell us please!
• Ask questions using the Questions box
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3. Download the Guide
Kenshoo.com/PLA-Guide
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4. Kenshoo #1 in PLA
Source: Jefferies, June 2013
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5. Today’s Speakers
Josh Dreller
Kenshoo Director of
Marketing Research
Irina Bukatik
Kenshoo Senior
Product Manager
Zach Morrison
Vice President
at Elite SEM
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6. Best Practices to
Power up PLAs
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7. How do PLAs Work?
Acme
Acme Furnitu...
1
Create a clean feed of
your products that can
be used with PLAs
2
3
4
Load feed into your
Merchant Center account
Link Merchant Center &
AdWords accounts and
create product targets and
product ads in AdWords
Product Listing Ads are
served on Google.com
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9. Poll
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11. Best Practice #1 Be Accurate
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12. Promotional Line
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13. Best Practice #2
Use Impactful Images
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14. Nothing Stands Out
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15. One of These Things is Not Like the Other
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16. Best Practice #3 Stay Relevant
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17. adwords_labels
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18. Best Practice #4 Be Granular
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19. Granularity Strategy
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20. Poll
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21. Best Practice #5
Optimize, Optimize, Optimize
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22. Leverage Bid Optimization
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23. Advanced Search and Scheduled Actions
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24. Best Practice #6
Be Positive about Negatives
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25. Negative Terms
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26. Drive more efficiency from negative keyword suggestions
Kenshoo algorithm-driven Keyword Suggestions
PLA Negatives report recommends negative keywords that would preclude
unwanted queries from generating impressions
o Don’t pay for traffic you don’t want
o Improve PLA Quality Score
o Quickly take action with easy-to-upload Editor templates
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27. Best Practice #7
Deploy Strong Bidding Strategies
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28. Bid Policies
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29. Best Practice #8 Be Holistic
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30. Understand PLA contribution to your ROI
•
Capture PLA engagement to gain a holistic view of a consumer's
interactions in the Path-to-Conversion Report
Social Ad Click
Search Text Ad Click
Product Ad Click
Purchase
• Apply an attribution model
to your PLA campaigns to
intelligently weight a user’s
interactions with your
brand
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31. Poll
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32. Kenshoo’s patent-pending PLA offering delivers benefits for Google Shopping
One place to manage all your Paid Search activity
Schedule bulk operations to kick in while you’re out
Conversion attribution that takes into account Google Shopping
Automated bid optimization specifically customized for PLA
Gain product-level insights – not just product targets performance
Improve campaign performance through negative keyword generation
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33. Business Supply increases revenue 37% with Kenshoo PLA bid policy
Challenges
• Support 35,000 products through new Product
Listing Ads
• Ability to manage a feed, track PLA activity, and
determine appropriate budgeting
and bids.
• Scaling PLA management and optimization
Kenshoo Solution
• Advanced Search and Scheduled Actions streamline the PLA workflow
• Product-level tracking and path-to-conversion reporting allow granular analysis and key insights
• The Kenshoo PLA bid policy takes the guesswork out of bidding at the product target-level by clustering product targets
based on historical performance and predicting PLA revenue-per-click
Results
• Within two weeks of activating the Kenshoo PLA bid policy, Business Supply saw a 29% increase in conversions from their
Product Listing Ads
• Revenue soared over 37% while ROI increased by 18%
• Remarkably, Business Supply saw these results rise during a long holiday weekend when its overall search volume was down
almost 11%
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34. Q&A
Kenshoo.com/PLA-Guide
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