tips for power boosting sales with plas
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#SMX
Driving Transparency
Paid Search. Display. Retargeting
Driving Transparency
Paid Search. Display. Retargeting
Power Boosting Sales with PLAs
Patrick Bennett. SMX West, March 13, 2014
#SMX
#SMX 2
PLA Optimization
What should I focus on that will have the
largest impact on sales?
#SMX 3
Get in Alignment
How consumers think How manufacturers think
#SMX 4
My Experience
Out of 360 sales in 3 months,
only 40 of them had the product title.
In other words, 89% of all sales from
PLAs were not from keywords that
contained the product title!
#SMX 5
Play with your feedOptimize Your Product Title: What do consumers want?
Starting title : “Kwikset Smartcode Keyless Entry 910 Series Deadbolt with Zwave”
#SMX 6
Play with your feed
Let Search Queries Drive Your Product Titles
Solution: Put “z wave” in the beginning of the title.
Result: 100% increase in avg clicks within 48 hours.
Winning title : “Kwikset Z Wave 910 Smartcode Deadbolt”
#SMX 7
Play with your feed
Be descriptive in your “product_type” column
v
s
Keyless Entry Locks >
Z Wave Deadbolts >
Kwikset 910
Kwikset 910 Lock
This is PLA Keyword Expansion
#SMX 8
Play with your feed
Additional columns worth testing:
• Price
• Test moving the price up/down look at CTR/conv impact
• Images
• If your product has options, test using the best seller
• If your product has options, test showing all options in the image
• Make sure you pop out from competitor images
VS
#SMX 9
Campaign Structure
SKU KW910ZWave KW912ZWave
Google Product Category Hardware > Locks & Locksmithing >
Deadbolt Locks
Hardware > Locks & Locksmithing
> Deadbolt Locks
Product Type Keyless Entry Locks > Z Wave Lever
Deadbolts > Kwikset 910
Keyless Entry Locks > Z Wave
Locks > Kwikset 912
Negative Keywords “912”, “lever” “910”, “deadbolt”
Max CPC $1.25 $1.00
AdGroup A AdGroup B
Have a separate AdGroup for each product to allow you insight into keywords and
more control over bidding.
#SMX 10
Campaign Structure
SKU KW910ZWave KW910ZWave
Google Product Category Hardware > Locks & Locksmithing >
Deadbolt Locks
Hardware > Locks & Locksmithing
> Deadbolt Locks
Product Type Keyless Entry Locks > Z Wave Lever
Deadbolts > Kwikset 912
Keyless Entry Locks > Z Wave
Lever Deadbolts > Kwikset 912
Negative Keywords “z wave”, “zwave” “kwikset”,”quickset”
Max CPC $0.80 $0.65
AdGroup A AdGroup B
Try a separate AdGroup to isolate bids and group by negative keyword themes.
#SMX 11
Search Queries = $
3 filters I use weekly.
Costly Conversions Keyword Heroes
Keyword Hopefuls
#SMX 12
Search Queries = $
#SMX 13
Search Queries = $
Live inside your search query reports to find negative keyword opportunities.
Cost Per Sale from $20 to $7 in less than 4 weeks!
#SMX 14
Search Queries = $
PLA
Campaign
Z Wave Kwikset
Let your PLA campaigns dictate other search network campaigns
Cost per sale $2 higher
BUT
Increased sale volume by 51%
#SMX 15
Put it into Paid Search
Campaign built off of search query data resulted in high volume and low CPAs
#SMX 16
Summing it Up
• PLAs drive sales outside of just product names
• Optimize your PLAs by playing with feed columns
• Listen to your customers by using search query reports
• Leverage negative keywords to maximize your campaigns
• Take what you learn and move into search for additional sales
Thanks! Get in touch
impatbennett@gmail.comhttp://www.linkedin.com/in/impatbennett801-400-917
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