Best Practices and Setting Up of Product Listing Ads
Hi Google Community.
I would just like to put across what we have found in our company as the best way to set up PLA's.
At first we thought about adding PLA's to existing campaigns but this got confusing and started eating budget. We then thought we should just put an auto-target covering every aspect of the site in one ad group in it's own campaign. However in doing this we took away the ability to see where conversions were coming from and what was spending up most the allocated budget. And so we decided to split out the campaign into brands. By covering all brands on the site in different ad groups we were able to;
- We can do brand specific promotions
- We can monitor which are the best performing brands
- We can drop poor performing brands off which wouldn't be possible with all products.
- Easier to manage
- We can see which brands are bringing in the conversions
- We can set the PLA's our own budget so it doesn't eat other campaigns budget up
- Once the campaign has ran for a decent period we can see which brands are popular and possibly split off to advertise them if we haven't in the past. Opens up new opportunities for future campaigns.
So how exactly do you create PLA's?
Firstly create a search network campaign as you would any other, assigning it a budget, taking off display network and if you're like me set the ads to rotate. We then took an export off the sitemap of all the brand names and put them in AdWords editor, as they have come straight off the sitemap it makes it simpler later on when doing the auto-targets. Make sure to assign each ad group a desired max CPC. Finally once all the brands have been covered it's time to post.
Before continuing make sure AdWords is connected up with the Merchant Centre.
Open AdWords up and add product extensions to the Product Listing Ads campaign. This must be done in order for the feed to pick up the products. Go into each ad group and add the correct auto-target (Filtered by brand) this should be exactly the same as the brand name. Remember to validate before clicking save! If an error appears the brand either hasn't been spelt right or in some cases the brand isn't eligable for running PLA's
Once everything has been covered go into the individual ad groups and create ads for each and every brand. The benefit of structuring the account through brands means that you can add sales and promotions to the straplines or a brand related description, else you can simply put a brand USP i.e. Free Delivery.....
I hope this has been helpful!
<p>My current role at Visualsoft UK ltd is working part of a PPC team. In my role I am required to look at clients accounts with a critical eye, picking up on missed area's and optimisation in order to get maximum performance for our clients. My role also requires me to keep up to date on the latest Google features and putting them through the required testing and implementing of them across accounts. New techniques and strategies are made constantly in order to find the best performance on a client to client basis. Training of new recruits and demonstrations of new features to existing members of the team is an additional aspect to what my job entails. I am officially Google qualified and looking to broaden my knowledge of AdWords itself. I came to Google community in order to help others and share what experience and strategies I have with people in the same situation.</p> <p>If you would like to get in touch <a href="mailto:firstname.lastname@example.org">email me</a> and I'd be happy to help.</p>
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