WINNING THE PLA GAME …Lessons From Your Competition
1. Are You Smarter?
2. Do You Have Bigger Budgets?
3. Is Your BrandMore Powerful?
So What’s the Secretto Succeeding in aHighly Competitive
Market Against Larger, Richer, Stronger Brands?
Execute Better
How to Understand What
Your Competition is Doing,Copy What’s Working,
and Out Execute Them Every Step of the Way!
Get More PLA Traffic
Avoid Competing withYourself in PLAs
Make PLAs MoreProfitable
Organic Listings
Paid Text Ads
Product Listing Ads
1. The Nuts and Bolts of PLAs
• You provide a data feed to Google • Title, description, price, categories, SKU, etc.
• You bid on the product not the search term
• Google does not display PLAs for every search term
• PLAs only on what Google determines are “buying” terms
• Products are displayed and ordered based on quality score
• Click-thru rate and bid price
PLAs
SEO += Page Content
Links
+= Data Feed
$$$
2. Where to Find PLA Expertise
3. Why We’re a Good PLA Sandbox
1. How to Drive More Profitable
PLA Traffic
Standard Title Format ...• “Framed Art Print [Title]
by [Artist] [Size (in cm?)]
Optimized Title Format...• “Framed [Artist] Art” • “[Artist] Framed Art”• “Framed [Room] Art”• “[Room] Framed Art”
1. Perform a Paid Search/PLA Gap Analysis Are you getting PLA traffic from your most valuable paid search keywords?
2. Identify 5-10 Search Terms From Which You’d Like to See PLA Traffic
Start with terms with moderate search volume and high ROIs
3. Select 10-20 Test Products Modify the titles and descriptions so that Google maps the products to the
search term(s) you’re targeting
Increase your bids on the products
4. Closely Monitor the PLA Traffic From Those Products Add negatives if you’re getting bad traffic (i.e. Sunflowers)
Action Plan for More PLA Traffic
2. How to Avoid Competing
with Yourself
1. Be proactive in developing a Marketplace Strategy
2. Pass your Marketplace partners your exact data and they WILL show up in the same search terms as you Not only in PLAs, but SEO as well
3. If you’re optimizing for higher volume search terms, you may want to drive long tail traffic through Marketplaces
Pass your Marketplace partners the “real” title, the manufacturer’s content and SKU
Create your own title and content You may need to change your SKU
4. Understand the consequences of offering a lower marketplace price
Action Plan for Managing Marketplaces
3. How to Make PLAs
More Profitable
2% 80%
PLAs += HighConversion
High Bounce
Rate
10% non-bounce conversion
1. Create a Quick View Version of the Product Page
2. Make Similar Products Accessible Preferably above the fold
Try to match the products to the optimized title
3. Test Navigation/Facets
4. Include Trust/Social Proof Elements Site ratings, customer testimonials
Guarantee
5. Don’t Overlook Mobile Experience Unlike Text ads you cannot exclude mobile/tablet PLA traffic
6. Test Your Landing Page in Retargeting/Display
Action Plan for a PLA Landing Page
4. What Our PLAs
Look Like Today
1. Throw out your notes from this session
2. Conduct your own competitive analysis
3. List 3-5 things your competitorsdo really well
4. Execute them better
5. See your results go through the roof
6. Take full credit for all your “innovations”
Next Steps
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