This document provides information about Google's transition from free to paid Google Shopping listings. It outlines the steps businesses need to take to set up paid Google Product Listing Ads (PLAs), including creating Google Merchant Center and AdWords accounts, uploading product feeds, writing promotional ads, and using Google Analytics for tracking and optimization. The webinar also covers best practices for optimizing product feeds, bid strategies, and other tips for maximizing return on investment with PLAs.
16. Merchant Center Checklist
Create feed
Upload to Merchant Center
Make sure Merchant Center info is filled in
Wait for feed to be accepted
Link Merchant Center with AdWords
17. AdWords Checklist
Create new campaigns for PLAs
Create new ad groups for PLAs
Set ad group bids, campaign budget
Do NOT add any keywords/text ads
Write promotional ads
Set bids for AdWords attributes
18. Analytics Checklist
Tag all destination URLs
AdWords conversion tracking
Auto- tagging enabled
eCommerce/goal tracking in GA
19. Research Cart Capabilities
Can you export the needed attributes?
Can you submit directly to Google?
Can you edit the feed or submission to use
AdWords attributes?
Do you need any plugins, extensions or
support?
25. “Optimizing” The Feed
•Do more than the required attributes
•Be descriptive, unique
•Watch character limits
•Use the AdWords attributes
•Consider the “freshness” factor
•Feeds have a sort of “quality score” too
26. “The term data feed optimization got really
popular a few years ago. And it’s something that
kind of resonates with retailers who don’t work
with feeds a lot. So they think that data feed
optimization is some sort of magical formula
where you take their feed and you’re doing all this
crazy stuff to send out their feed and that’s going
to magically get you better results.”
-Rick Backus, CPC Strategy
46. GA Questions?
• Will adwords_redirect attribute to separate the soon to
be retired “free” from paid?
• ValueTrack parameters?
• Tagging all destination URLs becoming obsolete?
47. Multi Client Account – Merchant Center
• What is it?
• You might need one.
• It might not work.
• Must submit this form to get one.
48. Other Mysteries
• CPA % Bidding
• More attributes?
• Separate google.com PLA traffic from
google.shopping.com?
49. Resources
(links also available through bit.ly bundle)
• CPC Strategy: Google Shopping 2.0 ebook
• Portent Blog
• Google Merchant Center Help
• Sign up for AdWords & Merchant Center blogs
52. Write Ad Copy that Inspires Greatness
Why you need this book:
Craft clickable, clever content
Flourish in today’s competitive advertising SERP
Avoid the mockery of www.yourppcsucks.com
Pull profit (from) clicks
Transform your ads from money suckers to money makers
Leap tall buildings in a single bound
OK, that last one isn’t true
54. After the webinar:
•Email with Vzzar, Slideshare links for re-enjoyment
•Bit.ly bundle of links mentioned
•Check out that sweet new ebook on ad copy
And here is October’s FREE webinar…
55. The Portent Webinar Series
SEO FOR SMALL BUSINESSES
Thursday, October 24, 11am PST
Josh Patrice
@syzlak
josh@portent.com