Strategies for Landing an Oracle DBA Job as a Fresher
SEMPO Webinar AdWords PLAs 2013
1. Product Listing Ads
They’re All the Rage
Elizabeth Marsten
@ebkendo
Director of Search Marketing
Portent, Inc. 1
2. Reasons You Should Belong to SEMPO
• Expand Your Knowledge
• Engage With Industry
Leaders
• Maximize Your Career Growth
• Grow Your Business
• Save Money
11. $$$$$
Q4 2012:
• 28% of non brand clicks
• 210% increase in clicks (text vs. PLA)
• 600% increase in budgets by advertisers
• Average CPC cheaper than search
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22. AdWords Checklist
Create new campaigns for PLAs
Create new ad groups for PLAs
Set ad group bids, campaign budget
No NOT add any keywords/text ads
Write promotional ads
Set bids for AdWords attributes/auto targets
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23. 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
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24. Analytics Checklist
Tag all destination URLs (if not GA)
AdWords conversion tracking
Auto-tagging enabled (if GA)
eCommerce/goal tracking in GA
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25. 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?
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43. Feed Best Practices
• 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
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68. Why you need this book
• Step by step instructions
• Covers AdWords, Merchant Center, Webmaster Tools, GA
• How to create a product feed
• Because you were busy answering work email and forgot to take
notes today
Get it here:
http://www.portent.com/store/products/product-listing-ads-for-beginners
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69. Thank
You!
Elizabeth Marsten
@ebkendo
elizabeth@portent.com
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