This document discusses product listing ads (PLAs) on Google Shopping. It provides tips for using PLAs, including getting a data feed specialist, properly structuring bid amounts, using specific ad groups and labels, analyzing search terms, modifying bids by location, and strategies for sold items. PLAs are an important part of ecommerce advertising, accounting for 20% of store traffic and sales during Black Friday. The presentation aims to uncover the benefits of PLAs for driving online retail sales.

1. Product Listing Ads: Uncover The Secret Side Of PPC Advertising
That's The Real Jewel Of Ecommerce Advertising
Presented By: Rick Backus & Rajat Mukherjee

2. Rick Backus
Co-Founder, CEO
rick@cpcstrategy.com
 San Diego Native!
 Founded CPC Strategy in 2007
 Over 220 Active Clients
 Manage Over 35 Million in
Adverting Spend
 Monthly Retail Contributor for
Search Engine Land
 On Twitter @CPC_Rick

3. THE RETAIL FUNNEL
Convert
EDUCATE
CURATE
CONVERT
Mens Shoes
Nike Shoes
Nike Air Max +2013

4. FREE GOOGLE SHOPPING TRAFFIC IS DEAD

5. GOODNIGHT SWEET LONG TAIL
The Text Ads Long Tail for
eCommerce Products is
Almost Dead.

7. GOOGLE SHOPPING VS. GOOGLE
ADWORDS

8. GOOGLE SHOPPING VS. THE OTHER CSEs

9. GOOGLE SHOPPING VS. THE OTHER CSEs

10. GOOGLE SHOPPING VS. THE OTHER CSEs

11. PLA Benefits
#Tweetable 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 text ads
 Google Shopping accounted for an average of 20.19% of overall store
traffic and 18.75 of overall revenue during Black Friday weekend.
WHY PRODUCT LISTING ADS?

12. 8 Google Shopping Tips
1. Get a Data Feed Guy (or
Gal)
5. Discover Your Search Terms
2. Learn How To Bid Properly 6. Avg. Position Does NOT
Increase CTR
3. Use The Proper Ad Groups 7. Modify Bids By State
4. Use Labels 8. Sold SKU Strategy

13. Get a Data Feed Guy

14. Learn How To Bid Properly

15. Product Visibility Curve
All Products
Ad Group
SKU Level
Ad Groups
10-20 Ad
Groups

16. Use Data Feed Labels

17. Discover Your Product Search Terms

18. Avg. Position Does NOT Increase CTR

19. Bid Modifiers By State

20. Sold SKU Strategy

21. Welcome to San Diego!

22. Product Listing Ads: Uncover The Secret Side Of PPC Advertising
That's The Real Jewel Of Ecommerce Advertising
Presented By: Rick Backus & Rajat Mukherjee