Google Shopping Campaigns: The New Face of Product Listing Ads
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Learn about Google's newest update to Product Listing Ads and how you can increase revenue on Google Shopping using the campaign update. This deck slideshare teaches you: - What are Google Shopping Campaigns and how do they change PLAs? - Why and how can your use Google Shopping Campaigns? - What inventory changes should be made for Google Shopping Campaigns? - How to increase revenue on Google using Shopping Campaings
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Google Shopping Campaigns: The New Face of Product Listing Ads
- 1. The New Face of PLAs New PLA Structure
- 2. CPC Strategy
- 3. WEBINAR HOUSEKEEPING Webinar Recording & Questions Stay tuned for recording email Q&A following the presentation Chat box to the right Mary Weinstein Director of Account Management mary@cpcstrategy.com
- 4. WEBINAR HOUSEKEEPING Jeff Coleman Director of Account Management jeff@cpcstrategy.com 6+ years of Google expertise Google Analytics certified Google AdWords certified Manages over $50,000 ad spend Soon to be Dad Manages Over $50,000 in Ad Spend
- 5. GOOGLE SHOPPING CAMPAIGNS Google Search Overview New PLA Google Shopping Campaigns Shopping Campaign Ad Group Structure Google Shopping Campaign Pros & Cons Best Practices What We’ll Cover
- 6. Google Product Listing Ads Google Search Overview PLA Benefits PLA Structure
- 7. Google Shopping Is Now PaidGOOGLE SEARCH OVERVIEW Product listing Ads (display ads, PPC) Text ads (PPC) Organic Search results What’s on a Google Search Page?
- 8. Google Shopping Is Now PaidGOOGLE SEARCH OVERVIEW What’s on a Google search page?
- 9. Google Shopping Is Now PaidGOOGLE SHOPPING PRODUCT LISTING ADS
- 10. Google Shopping Is Now PaidWHY PRODUCT LISTING ADS? Interdasting Facts There are over 1 billion products on Google Shopping Google PLA clicks increased 200% YOY since Sept (2012) PLAs are available in 23 countries globally Display ads have a 22% higher click-through rate than traditional text ads PLAs allow you to make ad group and bid changes PLAs work with Google Analytics Shopping campaigns let you make changes in AdWords
- 11. Google Shopping Is Now PaidPRODUCT LISTING ADS STRUCTURE Use feed labels to create ad groups within AdWords HEAVILY dependent on ability to change your feed Allow merchants to make a lot of different, detailed ad groups, which can lead to bid overlap
- 12. New Google PLAs New PLA Structure New PLA structure benefits New PLA structure limitations Should you create New PLA ads?
- 13. Google Shopping Is Now PaidNEW PRODUCT LISTING ADS STRUCTURE All Products Product Category Product Sub Category Hierarchical Segments “remaining products” from All Product Ad groups not product groups Custom Labels 0-4 (vs. AdWords_labels) 10 Feed attributes All Products
- 14. Google Shopping Is Now PaidNEW PRODUCT LISTING ADS PROS & CONS Benefit Limitation Easy Build out Limited segmentation Data will already exist when you subdivide your groups Less accessible graphical representation of performance over time, different locations for information like downloadable reports , change history within AdWords (dimensions) Benchmark CTR & Bids Layers Cannot Be Retrieved Once Deleted Products Tab shows you all your product data directly in the AdWords login and is searchable by any attribute Easy to delete entire campaign
- 15. Google Shopping Is Now PaidNEW PRODUCT LISTING ADS: SHOULD I? Do you have limited access to your data feed? Are you only using an all products ad group? Are your PLA ads fairly limited in how broken out they are? Are you using few AdWords labels in your data feed? Do you have an existing PLA campaign with historical performance? Is your PLA campaign broken out extensively (best sellers, pricebuckets , ect.)? Are you using multiple AdWords labels in your data feed? Does your PLA campaign use filters?
- 16. CPC Strategy
Hinweis der Redaktion
- M: Hello everyone, and welcome to the CPC Strategy Google Shopping webinar: The New Face of PLAs. This webinar is designed to get you updated on the new Google Shopping Product Listing Ads format, and help you convert better on Google Shopping.
- Before you spend your time listening to Google Shopping tips, lets make it clear that we aren’t coming off the street to talk about Google Shopping. With over $45 milliion a year in managed ad spend, CPC Strategy is dedicated to creating order out of the choas that is online search. Whether its optimizing PLAs for a higher ROI, or highlighting Google best practices for our readers, we are the knowledge source on Google Shopping, and we’re here to help.
- We’re excited to help you make the most out of the new Google Shopping, but first some quick housecleaning before we begin. My name is Mary, and I’m the Content Director here at CPC Strategy. My job is to find, create and share useful content for you. So please feel free to reach out to me with any questions during or following the webinar. I am a bit chatty, and have an unhealthy relationship with both coffee and bacon, but I’m mostly harmless. We will be recording this webinar, so stay tuned for an email follow up later this week. Additionally, if you have any questions during the webinar, there will be a brief Q&A following the presentation. To ask questions, you can use the chat box to the right.
- Our speaker today is Jeff Coleman, CPC Strategy Director of Account Management, and Google Shopping expert. Jeff has worked closely with retail search merchants for over 6 years, with extensive data feed and Google Shopping knowledge. As someone who has worked closely with Jeff for over two years, I can attest to both his impressive knowledge, and love of America.
- During today’s webinar we’ll talk about how to leverage the new Google Shopping campaigns for higher revenue on Product Listing ads. To understand the new PLA format, we’ll need to touch on what Google Search looks like, and what changes Shopping campaigns make for PLAs. I’ll also talk about what the new PLA structure means for retail search merchants, and how you can leverage PLA changes.
- To get an idea of how Google Shopping Campaigns work, you need to understand the layout of Google Shopping and how Google search results work. Here’s a quick look at what shoppers see when they do a Google search.
- To get an idea of how Google Shopping Campaigns work, you need to understand the layout of Google Shopping and how Google search results work. Here’s a quick look at what shoppers see when they do a Google search.
- The place you want to be here is PLAs. PLAs are typically much cheaper than text ads, and have been found to have a 22% higher click-through rate than traditional text advertisements. Wouldn’t you click on an image instead of text? Taking that back a step, to have products show up as ads with images on Google search, online sellers pay each time someone clicks on an image ad, and submit product information using a data feed. On Google Shopping, Product Listing Ads lead to comparison shopping pages or directly to a merchants online store (see screenshot) Another huge aspect of Product Listing Ads is bidding. Bidding determines how well your products rank on Google Shopping. Generally speaking, the higher the bid, the higher likelihood that your product will be one of the first to be seen by a shopper. It is very likely that the top 5 Da Vinci code listings you see here also have some of the highest bids. We won’t go too much into PLA strategy here, but for an in-depth strategy and Google Shopping campaign best practices (including bidding, reports and campaign structure), check out the Google Shopping Guide.
- So Product Listing Ads are paid image ads on Google search result pages. Before you learn about Google Shopping campaigns which are an update to PLAs, lets touch on why you would list your products on Product Listing Ads in the first place.
- Shopping Campaigns are a new way to build out Product Listing Ads campaigns. To understand how Google Shopping Campaigns are structured its important to identify how traditional PLAs are created. To list products on Google Shopping retail merchants send product information to Google using a product data feed in the Google Merchant center. Then within AdWords, merchants can create ad groups for products and categories based on information in that data feed- using existing columns, and custom labels in the AdWords label or AdWords-Grouping column.
- The key differentiation between former PLAs and Shopping Campaigns is how shopping campaigns are segmented based on sub groups or layers. You can only add 1 layer at a time, and with each layer the number of products available for that layer decreases. Shopping campaign product groups are structured in such a way that every ad group is a sub-element of your all products product group. Once you’ve selected you initial sub product group under all products (e.g brand, category), each of those sub product groups can only be segmented by what is in that category (excluding everything else).
- Before you spend your time listening to Google Shopping tips, lets make it clear that we aren’t coming off the street to talk about Google Shopping. With over $45 milliion a year in managed ad spend, CPC Strategy is dedicated to creating order out of the choas that is online search. Whether its optimizing PLAs for a higher ROI, or highlighting Google best practices for our readers, we are the knowledge source on Google Shopping, and we’re here to help.