1. Layers recap 2. Product Listing Ads a. The Feed b. Adwords Campaign Structure c. Optimisation 3. Layering it Up a. Keywords Budget Seesaw b. Remarketing Laye 4. Next Steps

1. Awesome Adwords
Seminar Series
Part 3 - PLAs
Chloë Thomas

2. Me and indium
● 6 years
● Effective Online
Marketing
● done for you
● Team of 5
Services:
● Adwords & Remarketing
● LinkedIn Pages & Ads
● Email

3. Awesome Adwords
Seminar Programme
1. Introduction - the changes and how to capitalise
Available on the website
2. Bidding Options - get more quality traffic for less
Available on the website
3. Product Listing Ads - how to do and optimise
Fri, Aug 16th @ 3pm
4. Remarketing - overlaying it with “normal” Adwords
Thur, Aug 22nd @ 2pm
5. Image and Video Ads - lower click costs, a different type of traffic
Wed, Aug 28th @ 2pm
http://indiumonline.co.uk/aa

4. PLAs
Setting up and optimising
1. Layers recap
2. Product Listing Ads
a. The Feed
b. Adwords Campaign Structure
c. Optimisation
3. Layering it Up
a. Keywords Budget Seesaw
b. Remarketing Laye
4. Next Steps

5. What is Google Adwords?

6. Lots of Changes:
● Enhanced Campaigns
● Google Shopping
● Endless Integrations

7. Silos are Dead
Core
Keywords
Google
Base/
Shopping
Remarketing
Display
Advertising

8. It’s all about Layers

9. How to Capitalise on Layers
And then try pure Display Advertising

10. PLAs
Setting up and optimising
1. Layers recap
2. Product Listing Ads
a. The Feed
b. Adwords Campaign Structure
c. Optimisation
3. Layering it Up
a. Keywords Budget Seesaw
b. Remarketing Layer
4. Next Steps

11. The Old World
The New World

12. Your Website
"Product Feed"
File of your product
information in the
Google specified format
Google
Merchant
Centre
an account to
manage the
submission of
your feed to
Google
The System
Google
Adwords
an account to
manage the
display of your
product ads

13. How different to text ads?
Targeting
Controlled By
Adverts
Keyword PPC the keywords you
select
created manually
PLA PPC the way you group
your products into
"auto targets"
the products
themselves

14. ● Results we've seen ourselves:
■ New visits 24% better
■ Cost per Conversion down 14%
■ Conversion Rate up 28%
■ AOV up 38%
How big a prize is there?

15. 3 Parts of PLAs Success

16. The Feed
Attribute What it does Can Contain
adwords grouping
[adwords_grouping]
Usually lowest level category
Works in CPC and CPA bidding
Text
Only one per product
adwords labels [adwords_labels] Only works if you’re using CPC
(not CPA)
Can hold lots of values – so think
of like tagging the products inline
with likely searches
Eg
- Mens, blue, shirt, over 50gbp
Text string
As many as you like
adwords redirect
[adwords_redirect]
If you want to send to a different
URL for tracking purposes.
url – inc http etc

17. Building the Campaign
Where Feed and Structure Meet
Group Products Using "Auto Targets"
● Brand
● Product Type
● Condition
● Adwords Label
● Adwords Grouping
● All products
● Product ID
the manufacturer
designation of product category
new, used etc
custom, many per product
custom, 1 per product

18. Adwords Structure
1. All Products Adgroup
2. One Adgroup for each key Category
a. One Auto Target = the category
b. One Auto Target for each product ID

19. Optimising
1. Bids at Adgroup and AutoTarget Level
2. Negative keywords - campaign and adgroups
3. Enhanced Bidding
a. Device
b. Geography
c. Ad Scheduling
4. Amend Feed to improve ads and targeting

20. PLAs
Setting up and optimising
1. Layers recap
2. Product Listing Ads
a. The Feed
b. Adwords Campaign Structure
c. Optimisation
3. Layering it Up
a. Keywords Budget Seesaw
b. Remarketing Layer
4. Next Steps

21. It’s all about Layers

22. Adwords Budget See-Saw

23. Remarketing and PLAs Layers
● Uses the Feed and Custom Tagging
● Dynamically generates ads for remarketing
● Shows customers products they looked at

24. Next Steps
1. Sort out your feed
2. Build your Campaign
3. Come along to the rest of the Seminars to
find out more about the Layers
4. Want help?
a. Free Adwords Clinics
http://indiumonline.co.uk/awesome-adwords
Next Seminar:
Remarketing - how it works and
Layering
Thurs, Aug 22nd @ 2pm