AdWords
2.4K members online now
2.4K members online now
Get started with AdWords - learn the basics to get set up for success
Guide Me
star_border
Reply

PLA only campaign vs PLA in existing search campaign?

[ Edited ]
Visitor ✭ ✭ ✭
# 1
Visitor ✭ ✭ ✭

I understand having a separate PLA campaign allows more flexibility on bidding etc. However, if my search ad groups are segmented how I would segment my PLA campaign ad groups, is there any benefit in setting up a separate PLA campaign?

 

And if I were to create a PLA campaign, should I still keep Product targets under "Auto targets" in my regular search campaign?

 

If I should keep product targeting in my regular search campaign, my next question would be:

If I already have segmented ad groups in the PLA campaign for each product, is it necessary to segment them in my regular search campaign? For ex. "red widget" only shows "red" product targets, and "blue widget" only shows "blue" product targets, vs all products for both red & blue widget ad groups?

 

Thanks!

Re: PLA only campaign vs PLA in existing search campaign?

Collaborator ✭ ✭ ✭
# 2
Collaborator ✭ ✭ ✭

Hello,

 

The main problem that you have to understand is that in a PLA campaign you do not use keywords to match your products even if the keywords tab is there. This means a lack of control that you can compensate the best by granularity. The most granular you can get is by setting up each product in it's ad group. It is a lot of work but otherwise you can lose money by bidding at an average MaxCPC for many products instead of using the margin of profit for every product.

 

Let's take every question step by step :

 

1) " However, if my search ad groups are segmented how I would segment my PLA campaign ad groups,"

 

The recommended segmentation for PLA is each product in it's ad group with higher bids and an "All products" ad group with a general low bid. You can use the SKU of the products to identify sales better.This way you can bid for every product as high as the profit margin for that product allows you. If a product costs 50 $ and has a profit of 20$ per sale, you have a 20$ window if bidding but if a product costs 500 $ with a 200 $ profit per sale the bid can be higher

 

2) " is there any benefit in setting up a separate PLA campaign? " Yes mixing your data with text ads can make you see important information more difficult also the budgeting for PLA can be separated from text ads and you can schedule bids only for PLA according to the best hours for sale. The two campaigns text ads and PLA behave differently and should be separated.

 

3) "And if I were to create a PLA campaign, should I still keep Product targets under "Auto targets" in my regular search campaign?" . No . 

 

4) "If I already have segmented ad groups in the PLA campaign for each product, is it necessary to segment them in my regular search campaign?"

 

For the search campaign you can keep multiple similar products in the same ad group. The problem with PLA bidding is that you cannot control keywords and positioning. The matching for products is done automatically based on the product Titles and the product Descriptions. 

 

For simple search campaigns you can control "each product" by adjusting the keyword that you use to match the search term and send the visitor to the product. You can select many keywords that match a product and keep them in an ad group.

 

In a search campaign the "auto targets" have no role for matching products. Keywords and Ads have this role.

 

Read more about PLA from these interesting sources :

 

http://www.youtube.com/watch?v=6t7k5WNVTGw

 

http://www.ppchero.com/the-total-guide-to-product-listing-ads-part-4-how-to-optimize-your-pla-campai...

 

http://searchengineland.com/9-tips-for-using-product-listing-ads-70434

 

 

http://www.ppchero.com/product-listing-ads-ppc-interplay/

 

 

http://ppcchat.co/2013/05/advanced-pla-tips-tricks-strategies-ppc-chat-streamcap/

 

 

 

I have never setup a PLA campaign , I only did reading about this so anyone else with real world experience is welcome to add their ideas to this.

Re: PLA only campaign vs PLA in existing search campaign?

Visitor ✭ ✭ ✭
# 3
Visitor ✭ ✭ ✭
Hi Jennyfm, as stated above you should separate your text vs pla campaigns as well as your search, display and retargeting or video ads. This make it much easier to track and organize.
In regards to PLA's, setting up an ad group for each product is the best practice. You could do campaigns set up by category, margin, or brands, etc.. Then you would also have a 'catchall campaign' which is your all targets one.