3 Strategies For Optimizing Google PLA Shopping Campaigns

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3 STRATEGIES FOR OPTIMIZING GOOGLE PLA SHOPPING CAMPAIGNS


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3 STRATEGIC FOCUSES

Custom Labels

Bidding with Competitive

Metrics

Feed Optimizations


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3 AREAS TO REVIEW

Custom Labels


Metrics

Feed Optimizations


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Color Normalization

Adding Gender & Size

PPRODUCT TITLE OPTIMIZATIONS

19% Increase in

Traffic

71% Increase in

ROAS

32% Increase in Conv. Rate

Sesame Grey


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Find new ways to differentiate your products

IMAGE OPTIMIZATIONS


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Take advantage of new fields available within the feed

NEW FIELDS IN THE FEED

Pattern

Bundle

Striped


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3 AREAS TO REVIEW

Custom Labels


Metrics

FeedOptimizations


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CAMPAIGN STRUCTURE

Simplify labels to create Campaigns + Ad Groups

Prioritize groups of products within the feed with multiple names

Sets your campaigns up similarly to Paid Search campaigns


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CUSTOM LABEL OPTIMIZATIONS

VelocityPromotional

products

Seasonality focus

High margin


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3 AREAS TO REVIEW

Custom Labels


Metrics

FeedOptimizations


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Use the information available:

COMPETITIVE INSIGHTS


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Set Objectives

Increase visibility

↑ Bids on low impression share

Increase efficiency

↓ Bids on high impression share

groups

APPLICATION :: IMPRESSION SHARE


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APPLICATION :: BENCHMARK CPC

Below Benchmark

• Opportunity to increase presence

Above Benchmark

• Potentially inefficient spend


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APPLICATION :: BENCHMARK CTR

Below Benchmark

• Leverage for negative keywords

• Evaluate feed quality

• Utilize extensions


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3 Strategies For Optimizing Google PLA Shopping Campaigns

Marketing

Transcript of 3 Strategies For Optimizing Google PLA Shopping Campaigns