All the tools you need to succeed
Product Listing Ads (PLAs) also know as Google (or Bing) Shopping, have become the most popular form of digital advertising in the retail sector. More than 50% of retail ad spend goes to PLAs.
According to Adobe’s Digital Index study of online advertising, retailers spent 47% more on Google’s shopping ads in 2016 than they did a year ago. Even Amazon has started to dip its toes in the PLA waters.
Why this shift to Shopping ads? Because they get more conversions. According to our research and observations, Google Shopping ads bring in more than double the amount of conversions.
Unsurprisingly, since Google Shopping ad clickers tend to be closer to a buying decision, they tend to convert sooner (and after fewer clicks) than those who click on Text ads. In fact, 80% of Shopping conversions happen in the first five days.
This is because Google Shopping ads are designed to reach people searching for product-specific terms like brand name, product name, color, etc, making them a much stronger ad format to convert shoppers who have done their research and are closer to purchase. As an added benefit, these long-tail queries in Google Shopping are less competitive, less expensive, and better converting than generic search terms.
Text ads, on the other hand, are much better at capturing general traffic, because they can be directed to a general listing page for products.
How do you get good at PLAs?
An effective PLA marketing strategy is one that incorporates a lot of different moving parts. Every step along the journey from setting up your campaigns, to pricing your products, to competitor intelligence gathering, needs to be carefully considered and optimized.
This email series will provide you the context and know-how you need to excel at every step of the PLA marketing process and provide you with a set of SaaS tools you can use to take your PLAs to the next level.
Part 1: Product Feeds
Every good PLA strategy hinges off having a decent Product Feed. In this first installment, we tap the experts at Feedonomics for the best ways to set up and manage your Feed.
Part 2: Title Optimizations
Once you’ve got your feed up and running it’s time to put it to work. We’ll show you how optimizing your Product Titles can more than triple your product impressions.
Part 3: Campaign set-up
A well-organized campaign is key to getting your products in front of the right people at the right time. In this section, we’ll demonstrate how the right campaign segmentation can improve the efficiency of your ads.
Part 4: Bidding
Knowing how much to bid and which bid modifiers to use to reach your KPIs can be a challenge. We’ll explain the inner workings of Google’s bid algorithm and show you how to take advantage of all the possible bid options.
Part 5: Pricing
A good PLA strategy requires you to do far more than fiddle with the settings in AdWords. Your product’s prices compared to those of your competitors have a huge impact on your campaign’s success. In this installment, the guys at UpStreamCommerce will walk you through the ins and outs of competitive pricing analysis.
Part 6: Data Integration
Did you know that nearly 40% of retail ad spend is spent advertising products that would sell anyway? In this segment, we’ll show you how integrating your other data sources with your paid campaigns can lead to an overall improvement in performance.
Part 7: Competitive Intelligence
As part of your PLA campaigns, you collect a LOT of data on your customer. The data science gurus from Quad Analytics will show you how you can use that data to ultimately make better business decisions across the board.