Product Listing Ads [Part 1] by Rajat Mukherjee
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Transcript of Product Listing Ads [Part 1] by Rajat Mukherjee
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PRODUCT LISTING ADSRajat Mukherjee
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Product Listing Ads(why you care!)
Rajat Mukherjee
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Yahoo Commerce Central
(why you care!)
Automated marketing for SMB
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Shopping Product Feeds Product Listing
Ads
Small BusinessPay per click
Search Ads
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History
• Pay per click Search Ads
• Product feeds in Shopping
201220072002
200320001999
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SEM Challenges for SMB• Hard - needs ongoing management
– Few SMBs regularly identify keywords driving traffic, find long-tail keywords, optimize campaigns, add negative keywords, etc.
– Keyword match types, extensions, mobile, etc.– “Practically a full-time job”
• ROI is hard– Conversion tracking not set up (> 50%)– 25% of budgets are wasted
• Expensive – marketplace is competitive– needs higher budgets, experiments (SMBs have limited budgets)
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How Product Listings Ads work
• You create a structured feed for your products• You submit feed to channel (Google, Bing, Amazon,…)• You bid for each click (PPC)• Channel will check your listings on ongoing basis • Channel will match user request to product• Channel will charge you for each click• User will arrive at your site and buy!
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Benefits
• Easy – you just submit your product feed + bids
• Effective – user intent automatically matched to product– Price, product image, brand, no ad copy required
• Inexpensive – no crazy bidding on keywords (but CPCs going up)
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Comparison
• Pay per click search ads– Keyword bids– Auction– Harder to manage– $$$
• Product Listing Ads– No keywords– Automatic match + bid– Easier to manage– $ (going up)
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For PLA, you need to…
• Clean up your titles and descriptions • Keep your offers and prices updated in your feeds • Create great product pages• Include unique product identifiers in feed – MPN, ISBN,
EAN, UPC etc.• Categorize products correctly in feed (using channel’s
taxonomy)• Sell good stuff
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You also need to…
• Create granular PLA target structure• Use specific promotional text (10-15% CTR improvement)• Make sure the right variants show up (color, size)• Optimize feeds for the way users search for your products• Use query performance feedback to optimize feed
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Top 3 categories by ROI (GS)
Computers, Tablets & Networking Baby Cell Phones & Accessories Average
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Top 3 categories by ROI (AS)
Consumer Electronics Home & Garden Toys & Hobbies Average
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Family owned footwear retailer targeting U.S. & Australia
Traffic
Revenue
Other TrafficGoogle Shopping
Google PLA drives 17% of site traffic and 28% of revenue
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Family owned footwear retailer targeting U.S. & Australia
$1 in spend $19 in revenue
8x traffic in Google Shopping compared to other CSE
ROI: PLA > Retargeting > Other advertising channels
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Remember…
• Easy
• Effective
• Inexpensive
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Thank you
@rajatmukherjee