http://www.pointit.com - This presentation examines product listing ads (PLAs) and compares them to extensions. You'll learn the advantages of PLAs, setup, and best practices for landing pages.

1. Google Product Ads &
Killer Landing Page Tips
Frank Coyle, President, Point It
Serge Bondar, Client Manager
Dec 9, 2010

2. Presentation Agenda
About Point It
• Launched in April 2002
• Seattle’s largest independent
search marketing firm
• PPC & SEO
• $30 MM in managed media/yr
• 40+ yrs of SEM experience
• Servicing clients across all
verticals and revenue models

3. Google Product Ads

4. What is Product Agenda
Presentation Listing Ads?
Product
Listing
Ads

5. Listing Ads (PLA) vs. Agenda (PE)
Presentation Extensions

6. Advantages
Presentation Agenda
1. Better Click-through Rates (CTRs)
2. Better Lead Quality and Conversion Rates
3. Easy Targeting
4. Increased Exposure
5. No risk (CPA)

7. Setup
Presentation Agenda
1. Open Google Merchant Center Account
2. Compile Product data feed
3. Link your AdWords & Merchant Center
Accounts
4. Create PLA campaign, extend existing
campaigns with PE
5. Set up filters and product
targets

8. Google Merchant Center Account
Presentation Agenda

9. Verify Website Ownership
Presentation Agenda

10. Organic Exposure
Presentation Agenda

11. Product Feed Format
Presentation Agenda
• Text/tab delimited (.txt/.xls),
XML
• API
• 30 days

12. Product Feed Specification
Presentation Agenda
Required attributes: Recommended attributes:
• id • author • mpn
• title • availability • online only
• link • brand • product review
• price • color average
• description • edition • product review count
• Condition • excluded destination • product type
• expiration date • quantity
• feature • shipping
• featured product • shipping weight
• genre • size
• gtin • tax
• image link • year
• manufacturer

13. Merchant Center and Product Ads
Presentation Agenda
Attribute Product Filters
c:adwords_grouping Groups products
(string) Use for Product Filters to limit a campaign to a group of products
Product Targets to bid differently for a group of products.
One Value
c:adwords_labels Similar to the grouping attribute but it will only only work on CPC.
(string) Can hold multiple values, allowing a product to be tagged with multiple
labels.
c:adwords_publish Use to exclude select offers from AdWords Product Ads.
(boolean) “true” or “false” values
c:adwords_redirect Track organic sources of traffic (i.e. Google Product Search) differently
(url) to the paid sources of traffic (Product Ads).
c:adwords_query_param Similar to adwords_redirect, but instead of overriding the product URL,
(string) it will append the value to it at the end.
You can also use {adtype} in this attribute, which will be replaced by
“pe”
or “pla” if the click came from a Product Extensions ad or a Product
Listings one respectively.

14. PresentationAdWords
Linking with Agenda

15. Enable PLA & PE Agenda
Presentation in Adwords

16. Presentation Up
Setting Agenda

17. Presentation Up
Setting Agenda

18. Promo Messaging
Presentation Agenda

19. Targeting
Presentation Agenda

20. Product Filters
Presentation Agenda

21. Targeting
Presentation Agenda

22. PresentationTargets
Filters vs. Agenda

23. Tracking
Presentation Agenda
Conversion tracking for Product Listings is not the same as the standard.
• Adwords_queryparam
• AdWords code for CPA bidding
• Third-party tools on product level URLs

24. Final Thoughts
Presentation Agenda

25. Landing Pages Agenda
Presentation Agenda
1. Must haves
2. Before/Afters
3. Landing Page Checklist
4. Images
5. Landing Page Critiques

26. You Only Have Agenda
Presentation 3 Seconds
1. They don’t know who you are
2. They don’t know what to expect
3. They have no reason to trust you
4. And You’ve Only Got 3 Seconds

27. 3 Basic Principles
Presentation Agenda
1. Immediate relevancy
• Compelling headline with keyword
2. Reason to do business with you
• Unique Selling Proposition/Key specifics
3. Clear direct path to offer/call-to-action

28. Case Study #1
Presentation Agenda
1. Your house is overflowing with stuff
2. You want to put your belongings in storage
3. You’re searching on terms like:
• personal storage, storage warehouse, etc.

29. Before
Presentation Agenda

30. After
Presentation Agenda

31. Case Study #2
Presentation Agenda
1. You’re responsible for the big rigs in your company
2. You need to lease some new ones
3. You’re searching on terms like:
• Fleet leasing, truck leasing

32. Before
Presentation Agenda

33. After
Presentation Agenda

34. Images

35. Images
Presentation Agenda
• Image on the left
• Eyes looking at
object if possible
• Relevance

36. After
Presentation Agenda

37. Landing Page Checklist
Presentation Agenda
• “Above the fold”
• Eyeflow leads to target
• Eliminate navigation where possible
• Shrink the header graphic
• Buttons, see them from across the room
• Trust symbols, awards
• Conversion tracking
• Google Analytics Goals & Funnel

38. Landing Page Roadblocks
Presentation Agenda
• “One-off” mindset
• Lack of resources
• Going through IT
• Sales requesting too many form fields
• Desire to turn LP into “catch all” page
• Solution:
• Nothing gets the attention of senior management
like the funnel (put a dollar figure on the exits!)

39. A LandingPresentation Expensive Salesperson
Page is Your Most Agenda
• Set it up for success
• Establish benchmarks and quotas
• Monitor results and performance
• Continually train and improve
• “Hire” lots of them!

40. Landing Page Critiques

50. Q&A
Frank Coyle, Point It
frankc@pointit.com
Serge Bondar
sergeb@pointit.com