smx east 2012 - google shopping/plas and bing rais

Elizabeth Marsten@ebkendo

elizabeth@portent.com

PUMPING UP FORPAY TO PLAY

SMX EAST 2012

Going from this

To this!

Starring::

WARNING:This presentation contains Chuck

Norris PPC jokes.

Chuck Norris has a Quality Score of 11.

The Equipment

Google Merchant Center Account a/k/a Google Base

Product Feed

Google AdWords Account

Google Analytics/Conversion Tracking

No one can bid on [chuck norris] as

Chuck Norris cannot be contained.

The Villain

The Shopping Cart

Ability to edit the product feed

“All Products”

YOU

Chuck Norris can bid on Bing Ads using

AdWords.

Steroids and other performance enhancing attributes

Product Feed

•Do more than the required attributes•Be descriptive, unique•Watch character limits•Use the AdWords attributes•Consider the “freshness” factor•Feeds have a “quality score” too

“The term data feed optimization got really popular a few years ago. And it’s something that kind of resonates with retailers who don’t work with feeds a lot. So they think that data feed optimization is some sort of magical formula where you take their feed and you’re doing all this crazy stuff to send out their feed and that’s going to magically get you better results.”

-Rick Backus, CPC Strategy

Chuck Norris convinced Google to change “rotate” to 90 days instead of

30.

Oh no, wait.That was this guy.

The Plan

Removing Products

adwords_publish attribute

True = included in AdWords/PLAsFalse = don’t include

Google Product Type vs. Product Type

Categorization

Bid by Group (one value)

Bid by Labels (multiple values)

Layer Attributes

Bid On One Product

Using Brand

Ad Group Bid vs. Target Bid

Using Negative KeywordsPLAs don’t use search keywords, but you can use negative keywords at the ad group and campaign level.

The Ads

• “Optional”• 45 characters• DKI does not work• Similar editorial guidelines as text ads

Chuck Norris had a PPC ad once.

The landing page just said “you’re

welcome.”

Using GA

• adwords_redirect attribute to separate the soon to be retired “free” from paid?

• Tagging all destination URLs becoming obsolete?

• Use the AdWords section in GA

• Use the Product Performance section in GA

• Set custom alerts for traffic

Use the MCF Section in GA

Using Merchant Center Reports

Using Merchant Center Reports

Multi Client Account – Merchant Center

• What is it?

• You might need one.

• It might not work.

• Must submit this form to get one.

Chuck Norris has his own targeted

location.

No one can target Chuck Norris.

Bing Ads brought to you by Dolph Lundgren

Product Listings Ads on Bing

Product Listings Ads on Bing

• The implementation is appearing on no more than 2% of bing.com traffic only.

• The test flight dates are not published, but this implementation will disappear once there is sufficient information to define the future product’s details.

• General release is still TBD and the pilot is closed to new advertisers.

There is no news

Rich Ads in Search (RAIS)

Rich Ads in Search (RAIS)

How RAIS Are Like Plutonium

•Rare•Need “connections” to get it•Potentially explosive•Shares the same chemical compounds

RAIS

• Uses keywords• Phrase and exact match only• Bid 50% or higher than text only ads• Separate campaign/ad groups• Text ads do not influence CPC of RAIS or

vice versa

Chuck Norris determines the minimum bid.

Where to Get Supplies

• AdWords/Merchant Center blogs (sign up for updates)

• Merchant Center Help Center

• Portent blog- What a Paid Search Marketer Needs to Know about Google Shopping & Interview with Rick Backus of CPC Strategy

• CPC Strategy ebook: Google Shopping Guide 2.0

Elizabeth Marsten@ebkendoelizabeth@portent.com

Thank You!