Published on March 13, 2014
#SMX Driving Transparency Paid Search. Display. Retargeting Driving Transparency Paid Search. Display. Retargeting Power Boosting Sales with PLAs Patrick Bennett. SMX West, March 13, 2014 #SMX
#SMX 2 PLA Optimization What should I focus on that will have the largest impact on sales?
#SMX 3 Get in Alignment How consumers think How manufacturers think
#SMX 4 My Experience Out of 360 sales in 3 months, only 40 of them had the product title. In other words, 89% of all sales from PLAs were not from keywords that contained the product title!
#SMX 5 Play with your feed Optimize Your Product Title: What do consumers want? Starting title : “Kwikset Smartcode Keyless Entry 910 Series Deadbolt with Zwave”
#SMX 6 Play with your feed Let Search Queries Drive Your Product Titles Solution: Put “z wave” in the beginning of the title. Result: 100% increase in avg clicks within 48 hours. Winning title : “Kwikset Z Wave 910 Smartcode Deadbolt”
#SMX 7 Play with your feed Be descriptive in your “product_type” column v s Keyless Entry Locks > Z Wave Deadbolts > Kwikset 910 Kwikset 910 Lock This is PLA Keyword Expansion
#SMX 8 Play with your feed Additional columns worth testing: • Price • Test moving the price up/down look at CTR/conv impact • Images • If your product has options, test using the best seller • If your product has options, test showing all options in the image • Make sure you pop out from competitor images VS
#SMX 9 Campaign Structure SKU KW910ZWave KW912ZWave Google Product Category Hardware > Locks & Locksmithing > Deadbolt Locks Hardware > Locks & Locksmithing > Deadbolt Locks Product Type Keyless Entry Locks > Z Wave Lever Deadbolts > Kwikset 910 Keyless Entry Locks > Z Wave Locks > Kwikset 912 Negative Keywords “912”, “lever” “910”, “deadbolt” Max CPC $1.25 $1.00 AdGroup A AdGroup B Have a separate AdGroup for each product to allow you insight into keywords and more control over bidding.
#SMX 10 Campaign Structure SKU KW910ZWave KW910ZWave Google Product Category Hardware > Locks & Locksmithing > Deadbolt Locks Hardware > Locks & Locksmithing > Deadbolt Locks Product Type Keyless Entry Locks > Z Wave Lever Deadbolts > Kwikset 912 Keyless Entry Locks > Z Wave Lever Deadbolts > Kwikset 912 Negative Keywords “z wave”, “zwave” “kwikset”,”quickset” Max CPC $0.80 $0.65 AdGroup A AdGroup B Try a separate AdGroup to isolate bids and group by negative keyword themes.
#SMX 11 Search Queries = $ 3 filters I use weekly. Costly Conversions Keyword Heroes Keyword Hopefuls
#SMX 12 Search Queries = $
#SMX 13 Search Queries = $ Live inside your search query reports to find negative keyword opportunities. Cost Per Sale from $20 to $7 in less than 4 weeks!
#SMX 14 Search Queries = $ PLA Campaign Z Wave Kwikset Let your PLA campaigns dictate other search network campaigns Cost per sale $2 higher BUT Increased sale volume by 51%
#SMX 15 Put it into Paid Search Campaign built off of search query data resulted in high volume and low CPAs
#SMX 16 Summing it Up • PLAs drive sales outside of just product names • Optimize your PLAs by playing with feed columns • Listen to your customers by using search query reports • Leverage negative keywords to maximize your campaigns • Take what you learn and move into search for additional sales Thanks! Get in touch firstname.lastname@example.org http://www.linkedin.com/in/impatbennett 801-400-917
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