Given at SMX East NYC 2012 at the Pumping Up Your Flabby PPC Pecs session on 10/2.

1. PUMPING UP FOR
PAY TO PLAY
SMX EAST 2012
Elizabeth Marsten
@ebkendo
elizabeth@portent.com

2. Going from this

3. To this!

4. Starring::

5. WARNING:
This presentation
contains Chuck Norris
PPC jokes.

6. Chuck Norris has a
Quality Score of 11.

7. The Equipment

8. Google Merchant Center Account
a/k/a Google Base

9. Product Feed

10. Google AdWords Account

11. Google Analytics/Conversion Tracking

12. No one can bid on
[chuck norris] as Chuck
Norris cannot be
contained.

13. The Villain

14. The Shopping Cart

17. Ability to edit the product feed

18. “All Products”

19. YOU

20. Chuck Norris can bid
on Bing Ads using
AdWords.

21. Steroids and other performance
enhancing attributes

22. Product Feed
•Do more than the required attributes
•Be descriptive, unique
•Watch character limits
•Use the AdWords attributes
•Consider the “freshness” factor
•Feeds have a “quality score” too

23. “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

25. Chuck Norris
convinced Google to
change “rotate” to 90
days instead of 30.

26. Oh no, wait.
That was this guy.

27. The Plan

28. Removing Products

29. adwords_publish attribute
True = included in AdWords/PLAs
False = don’t include

30. Google Product Type vs. Product Type

31. Categorization

35. Bid by Group (one value)

36. Bid by Labels (multiple values)

37. Layer Attributes

38. Bid On One Product

39. Using Brand

40. Ad Group Bid vs. Target Bid

41. Using Negative Keywords
PLAs don’t use search keywords, but you can use negative keywords
at the ad group and campaign level.

42. The Ads
• “Optional”
• 45 characters
• DKI does not work
• Similar editorial guidelines as text ads

46. Chuck Norris had a
PPC ad once.
The landing page just
said “you’re welcome.”

47. Using GA
• adwords_redirect attribute to separate the soon to be
retired “free” from paid?
• Tagging all destination URLs becoming obsolete?
• Use the AdWords section in GA
• Use the Product Performance section in GA
• Set custom alerts for traffic

48. Use the MCF Section in GA

49. Using Merchant Center Reports

50. Using Merchant Center Reports

51. Multi Client Account – Merchant Center
• What is it?
• You might need one.
• It might not work.
• Must submit this form to get one.

52. Chuck Norris has his
own targeted location.

53. No one can target
Chuck Norris.

54. Bing Ads brought to you by
Dolph Lundgren

55. Product Listings Ads on Bing

56. Product Listings Ads on Bing
• The implementation is appearing on no more than 2% of bing.com traffic
only.
• The test flight dates are not published, but this implementation will
disappear once there is sufficient information to define the future product’s
details.
• General release is still TBD and the pilot is closed to new advertisers.

57. There is no news

58. Rich Ads in Search (RAIS)

59. Rich Ads in Search (RAIS)

60. How RAIS Are Like Plutonium
•Rare
•Need “connections” to get it
•Potentially explosive
•Shares the same chemical compounds

65. RAIS
• Uses keywords
• Phrase and exact match only
• Bid 50% or higher than text only ads
• Separate campaign/ad groups
• Text ads do not influence CPC of RAIS or vice
versa

66. Chuck Norris
determines the
minimum bid.

67. Where to Get Supplies
• AdWords/Merchant Center blogs (sign up for updates)
• Merchant Center Help Center
• Portent blog- What a Paid Search Marketer Needs to Know
about Google Shopping & Interview with Rick Backus of CPC
Strategy
• CPC Strategy ebook: Google Shopping Guide 2.0

69. Thank
You!
Elizabeth Marsten
@ebkendo
elizabeth@portent.com