Proven Strategies for Running A Successful PLA Campaign

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Product Listing Ads

Proven Strategies for Running a Successful PLA Campaign

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About NetElixir

NetElixir offers search marketing services and technology to retailers like Lenovo, Oneida and K-Swiss. We are headquartered in Princeton, NJ and have global offices in London and Hyderabad (India).

The 70+ member NetElixir team consists of a multitude of search marketing engineers, data scientists, technologists, and global operations managers, all of whom are constantly ideating, innovating, and implementing unique practices that drive towards our vision of empowering global search advertisers.

Follow us @NetElixir

www.NetElixir.com

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About NetElixir University

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NetElixir University was launched in 2012 with a vision of “democratizing the digital marketing industry through exceptional knowledge and expertise sharing.”

Our goal is to share best practices in retail + digital marketing with 10,000 businesses, worldwide, by 2015.

NetElixir University

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About Udayan Bose

• Founder & CEO, NetElixir.

• Founded PartyBingo.com (PartyGaming, Plc).

• Guest Lecturer: • Johnson School of Management, Cornell University.• City University of New York, Baruch.• Indian School of Business.

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Table of Contents

What is Product Listing Ad?

Why Product Listing Ads?

3 Reasons why PLAs are re-defining the SEM landscape.

5 Proven Mantras for Running Successful PLA Campaigns.

Summary: 5 Mantras.

7 Point Competitive PLA Analysis.

Questions?

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What is a Product Listing Ad (PLA)

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Verticalization of Search PresentsIncremental Monetization Opportunities forSearch Engineswhile making theSearch to shopConnection easier for online shoppers.

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Why Product Listing Ads (PLAs)

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Stronger Shopping Intent.

Easier Price Comparison.

Trusted Store.

Product Image has greater impact on purchase decision for most retail categories.

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3 Reasons why PLAs are re-defining the SEM landscape

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Research Insights

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Text Ads + PLA = Success

Source: Google Research Insights#NetElixirU

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For 26% of conversions, PLAs were the final click in the purchase path

PLA Channel 1 Channel 2 Channel N PLA12% of the total conversions followed this conversion path

PLA Channel 1 Channel 2 Channel N

23% of the total conversions followed this conversion path

Channel 1 Channel 2 Channel N PLA13.6% of the total conversions followed this conversion path

Source: NetElixir Retail Intelligence Research – Pet Supplies Category#NetElixirU

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Average CPC for PLAs is 20-50% lower

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5 Proven Mantras for Running Successful PLA Campaigns

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#Mantra 1 : Optimize Titles for Maximum Impact

• Product Targets are not alternatives for Keywords. They facilitate precise targeting.• Title for each product act as keywords (a far fetched analogy). • Create titles that are adequately descriptive in nature.

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#Mantra 1 : Capture all details in the title

NO ALL CAPS

No Promo Texts

No Keyword Stuffing

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#Mantra 2 : Hyper-target Top Selling Products

Campaign Avg. ROI

No. of Products

Ad Group Product Target Bid

Best Sellers

$90 50 ABC Product_type=ABC $2

$130 25 ABC – High Value Segment Product_type=ABC and adwords_label = High Value Segment

$2.5

$170 1 ABC – High Value Segment – Best Seller

ID = 12345 $3.5

Hyper-targeting allows greater control over bid management as well as “differentiated” ad messaging.As granularity increases, raise the bid.

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#Mantra 2 : Hyper-target Top Selling Products

MARGIN DRIVERS STARS

EXERCISE CAUTION

VOLUME DRIVERS

Number of Units Sold/Month

High

Low

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#Mantra 3 : Day-Part Bids based on click & conversion patterns

Source: NetElixir Retail Intelligence Research Report for Beauty Products Category

Hour of the Day

Hour of the Day

27% of clicks, 22% of

conversions

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#Mantra 4 : Google Trusted Store boosts conversions by 40%

Impact of Google Trusted Store Badge for Pet Care Category

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#Mantra 5 : High Quality Data Feed

Check Feed Summary & Data Quality

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Summary: 5 Proven Mantras for PLA Success

Optimize Title descriptions.

Hyper-Target STAR products for maximum gains.

Day-part bids for increasing campaign efficiency.

Google Trusted Store badge boosts PLA performance.

Fresh, Accurate, Complete Data Feed.

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7 Point Competitive PLA Analysis

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7 Point Diagnostic Audit

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1. Is your Ad visible?

2. Is it visible on Page 1 for selected product search query?

3. Is the Ad Text (Especially the title) descriptive enough?

4. Is the Ad Listing relevant to the search query?

5. Is there a Google Trusted Store badge in the listing?

6. Any Special Offers?

7. Does the PLA ad lead you to the relevant landing page?

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Weight JaredPreciousAccents

Ad Visible 20 Ad Visible on First Page 10 Trusted Store Symbol 15 Merchant Promotions 10 Ad Text 15 Search Query Relevancy 20 Landing Page Relevancy 10

PLA AdGrader ScoreOut of 100

75 55

Competitive PLA Analysis

The Next Step: A Deeper Competitive PLA Analysis?

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We are offering an Exclusive PLA Analysis to all webinar attendees!

Our team of Google Certified Specialists will:

•Analyze your top 2 website products. •Compare your ads vs. 1 competitor.•Conduct a 7-Point diagnostic audit.•Provide custom insights & recommendations.

Interested attendees can email Marinn at Marinn@netelixir.com

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Questions?

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Thank you!

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To request more information about NetElixir’s Search Marketing Services and Technology, email marinn@netelixir.com.

Sign up for our March 20,2014 webinar – Is your website’s SEO stuck in the Pasthttps://www1.gotomeeting.com/register/447074792

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