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Jewel Of Ecommerce Advertising by Rick Backus & Rajat Mukherjee MivaCon 2014 Breakout Session: Product Listing Ads: Uncover The Secret Side Of PPC Advertising That's The Real Jewel Of Ecommerce Advertising Presented by Rick Backus & Rajat Mukherjee
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Product Listing Ads: Uncover The Secret Side Of PPC Advertising That's The Real Jewel Of Ecommerce Advertising
Presented By: Rick Backus & Rajat Mukherjee
Rick Backus Co-Founder, [email protected]
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
THE RETAIL FUNNEL
Convert
EDUCATE
CURATE
CONVERT
Mens Shoes
Nike Shoes
Nike Air Max +2013
FREE GOOGLE SHOPPING TRAFFIC IS DEAD
GOODNIGHT SWEET LONG TAIL
The Text Ads Long Tail for eCommerce Products is Almost Dead.
GOOGLE SHOPPING VS. GOOGLE ADWORDS
GOOGLE SHOPPING VS. THE OTHER CSEs
GOOGLE SHOPPING VS. THE OTHER CSEs
GOOGLE SHOPPING VS. THE OTHER CSEs
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?
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
Get a Data Feed Guy
Learn How To Bid Properly
Product Visibility Curve
All ProductsAd Group
SKU LevelAd Groups
10-20 Ad Groups
Use Data Feed Labels
Discover Your Product Search Terms
Avg. Position Does NOT Increase CTR
Bid Modifiers By State
Sold SKU Strategy
Welcome to San Diego!
Product Listing Ads: Uncover The Secret Side Of PPC Advertising That's The Real Jewel Of Ecommerce Advertising
Presented By: Rick Backus & Rajat Mukherjee