Google Product Ads & Killer Landing Page Tips
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Transcript of Google Product Ads & Killer Landing Page Tips
Google Product Ads & Killer Landing Page Tips
Frank Coyle, President, Point ItSerge Bondar, Client Manager
Dec 9, 2010
Presentation AgendaAbout 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
Google Product Ads
Presentation AgendaWhat is Product Listing Ads?
Product
Listing
Ads
Presentation AgendaListing Ads (PLA) vs. Extensions (PE)
1. Better Click-through Rates (CTRs)
2. Better Lead Quality and Conversion Rates
3. Easy Targeting
4. Increased Exposure
5. No risk (CPA)
Presentation AgendaAdvantages
Presentation AgendaSetup
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
Presentation AgendaGoogle Merchant Center Account
Presentation AgendaVerify Website Ownership
Presentation AgendaOrganic Exposure
Presentation AgendaProduct Feed Format
• Text/tab delimited (.txt/.xls),
XML
• API
• 30 days
Presentation AgendaProduct Feed Specification
• author
• availability
• brand
• color
• edition
• excluded destination
• expiration date
• feature
• featured product
• genre
• gtin
• image link
• manufacturer
• mpn
• online only
• product review
average
• product review count
• product type
• quantity
• shipping
• shipping weight
• size
• tax
• year
Required attributes:
• id
• title
• link
• price
• description
• Condition
Recommended attributes:
Presentation AgendaMerchant Center and Product Ads
Attribute Product Filters
c:adwords_grouping
(string)
Groups products
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
(string)
Similar to the grouping attribute but it will only only work on CPC.
Can hold multiple values, allowing a product to be tagged with multiple
labels.
c:adwords_publish
(boolean)
Use to exclude select offers from AdWords Product Ads.
“true” or “false” values
c:adwords_redirect
(url)
Track organic sources of traffic (i.e. Google Product Search) differently
to the paid sources of traffic (Product Ads).
c:adwords_query_param
(string)
Similar to adwords_redirect, but instead of overriding the product URL,
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.
Presentation AgendaLinking with AdWords
Presentation AgendaEnable PLA & PE in Adwords
Presentation AgendaSetting Up
Presentation AgendaSetting Up
Presentation AgendaPromo Messaging
Presentation AgendaTargeting
Presentation AgendaProduct Filters
Presentation AgendaTargeting
Presentation AgendaFilters vs. Targets
Presentation AgendaTracking
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
Presentation AgendaFinal Thoughts
Presentation AgendaLanding Pages Agenda
1. Must haves
2. Before/Afters
3. Landing Page Checklist
4. Images
5. Landing Page Critiques
Presentation AgendaYou Only Have 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
Presentation Agenda3 Basic Principles
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
Presentation AgendaCase Study #1
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.
Presentation AgendaBefore
Presentation AgendaAfter
Presentation AgendaCase Study #2
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
Presentation AgendaBefore
Presentation AgendaAfter
Images
Presentation AgendaImages
• Image on the left
• Eyes looking at
object if possible
• Relevance
Presentation AgendaAfter
Presentation AgendaLanding Page Checklist
• “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
Presentation AgendaLanding Page Roadblocks
• “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!)
Presentation AgendaA Landing Page is Your Most Expensive Salesperson
• Set it up for success
• Establish benchmarks and quotas
• Monitor results and performance
• Continually train and improve
• “Hire” lots of them!
Landing Page Critiques