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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PowerPoint Presentation

The New Face of PLAsNew PLA Structure

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.1CPC Strategy

Before you spend your time listening to Google Shopping tips, lets make it clear that we arent 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 were here to help.

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WEBINAR HOUSEKEEPINGWebinar Recording & Questions

Stay tuned for recording emailQ&A following the presentationChat box to the right

Mary WeinsteinDirector of Account Managementmary@cpcstrategy.com

Were 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 Im 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 Im 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.

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WEBINAR HOUSEKEEPINGJeff ColemanDirector of Account Managementjeff@cpcstrategy.com

6+ years of Google expertiseGoogle Analytics certified Google AdWords certifiedManages over $50,000 ad spend Soon to be Dad

Manages Over $50,000 inAd Spend

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.

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GOOGLE SHOPPING CAMPAIGNS

Google Search OverviewNew PLA Google Shopping CampaignsShopping Campaign Ad Group StructureGoogle Shopping Campaign Pros & Cons Best Practices

What Well Cover

During todays webinar well talk about how to leverage the new Google Shopping campaigns for higher revenue on Product Listing ads. To understand the new PLA format, well need to touch on what Google Search looks like, and what changes Shopping campaigns make for PLAs. Ill also talk about what the new PLA structure means for retail search merchants, and how you can leverage PLA changes.5

Google Product Listing AdsGoogle Search OverviewPLA BenefitsPLA StructureGoogle Shopping Is Now Paid

GOOGLE SEARCH OVERVIEW

Product listing Ads (display ads, PPC)Text ads (PPC)Organic Search resultsWhats on a Google Search Page?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. Heres a quick look at what shoppers see when they do a Google search.

7Google Shopping Is Now Paid

GOOGLE SEARCH OVERVIEW

Whats on a Google search page?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. Heres a quick look at what shoppers see when they do a Google search.

8Google Shopping Is Now Paid

GOOGLE SHOPPING PRODUCT LISTING ADS

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. Wouldnt 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 wont 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.

9Google Shopping Is Now Paid

WHY PRODUCT LISTING ADS?

Interdasting Facts

There are over 1 billion products on Google ShoppingGoogle PLA clicks increased 200% YOY since Sept (2012)PLAs are available in 23 countries globallyDisplay ads have a 22% higher click-through rate than traditional text adsPLAs allow you to make ad group and bid changesPLAs work with Google AnalyticsShopping campaigns let you make changes in AdWords

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.

10Google Shopping Is Now Paid

PRODUCT LISTING ADS STRUCTURE

Use feed labels to create ad groups within AdWordsHEAVILY dependent on ability to change your feedAllow merchants to make a lot of different, detailed ad groups, which can lead to bid overlap

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.

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New Google PLAsNew PLA StructureNew PLA structure benefitsNew PLA structure limitationsShould you create New PLA ads?Google Shopping Is Now Paid

NEW PRODUCT LISTING ADS STRUCTUREAll Products Product CategoryProduct Sub Category

HierarchicalSegments remaining products from All ProductAd groups not product groupsCustom Labels 0-4 (vs. AdWords_labels)10 Feed attributesAll Products 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 youve 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).

13Google Shopping Is Now Paid

NEW PRODUCT LISTING ADS PROS & CONS

BenefitLimitationEasy Build out

Limited segmentation

Data will already exist when you subdivide your groupsLessaccessiblegraphical representation of performance over time, different locations for information like downloadable reports , changehistorywithinAdWords (dimensions)Benchmark CTR & BidsLayers Cannot Be Retrieved Once Deleted

Products Tab shows you all your product data directly in the AdWords login and is searchable by any attribute

Easyto delete entire campaign14Google Shopping Is Now Paid

NEW 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?15CPC Strategy

Before you spend your time listening to Google Shopping tips, lets make it clear that we arent 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 were here to help.

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