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Best Practices to Power up PLAs

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Webinar Instructions

Audio instructions

• Listen via computer speakers or use phone numbers listed

in email from gotowebinar@citrixonline.com

•Still can’t hear the webinar? Tell us please!

•Ask questions using the Questions box

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Download the Guide

Kenshoo.com/PLA-Guide

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Kenshoo #1 in PLA

Source: Jefferies, June 2013

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Today’s Speakers

Josh DrellerKenshoo Director of Marketing Research

Irina BukatikKenshoo Senior Product Manager

Zach MorrisonVice President at Elite SEM

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Best Practices to Power up PLAs

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How do PLAs Work?

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Poll

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Best Practice #1 Be Accurate

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Promotional Line

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Best Practice #2 Use Impactful Images

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Nothing Stands Out

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One of These Things is Not Like the Other

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Best Practice #3 Stay Relevant

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adwords_labels

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Best Practice #4 Be Granular

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Granularity Strategy

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Poll

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Best Practice #5 Optimize, Optimize, Optimize

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Leverage Bid Optimization

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Advanced Search and Scheduled Actions

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Best Practice #6Be Positive about Negatives

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Negative Terms

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Drive more efficiency from negative keyword suggestions

Kenshoo algorithm-driven Keyword Suggestions

PLA Negatives report recommends negative keywords that would

preclude unwanted queries from generating impressionso Don’t pay for traffic you don’t wanto Improve PLA Quality Scoreo Quickly take action with easy-to-upload Editor templates

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Best Practice #7Deploy Strong Bidding Strategies

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Bid Policies

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Best Practice #8 Be Holistic

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Understand PLA contribution to your ROI

• Apply an attribution model to your PLA campaigns to intelligently weight a user’s interactions with your brand

• Capture PLA engagement to gain a holistic view of a consumer's interactions in the Path-to-Conversion Report

Social Ad Click Search Text Ad Click Product Ad Click

Purchase

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Poll

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Kenshoo’s patent-pending PLA offering delivers benefits for Google Shopping

Automated bid optimization specifically customized for PLA

One place to manage all your Paid Search activity

Conversion attribution that takes into account Google Shopping

Improve campaign performance through negative keyword generation

Gain product-level insights – not just product targets performance

Schedule bulk operations to kick in while you’re out

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Business Supply increases revenue 37% with Kenshoo PLA bid policy

• Support 35,000 products through new Product Listing Ads

• Ability to manage a feed, track PLA activity, and determine appropriate budgeting and bids.

• Scaling PLA management and optimization

• Advanced Search and Scheduled Actions streamline the PLA workflow• Product-level tracking and path-to-conversion reporting allow granular analysis and key insights• The Kenshoo PLA bid policy takes the guesswork out of bidding at the product target-level by clustering product

targets based on historical performance and predicting PLA revenue-per-click

• Within two weeks of activating the Kenshoo PLA bid policy, Business Supply saw a 29% increase in conversions from their Product Listing Ads

• Revenue soared over 37% while ROI increased by 18%• Remarkably, Business Supply saw these results rise during a long holiday weekend when its overall search volume was down

almost 11%

Challenges

Kenshoo Solution

Results

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Q&A

Kenshoo.com/PLA-Guide

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