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.

1. MAKE THE MIGRATION:
GOOGLE PRODUCT LISTING ADS
The Portent Webinar Series
Elizabeth Marsten
@ebkendo
elizabeth@portent.com

2. #PORTENTU

3. What’s Happening?
Google Shopping is going from free to not free.

4. What’s Changing

5. What Should You Do?

6. PANIC!!!

7. …or pay attention to this webinar.

8. It’ll be OK.

9. WHAT YOU NEED TO DO THIS

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

11. Product Feed

12. Ability to edit the product feed

13. Google AdWords Account

14. Google Analytics/Conversion Tracking

15. Putting the Pieces Together

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?

20. GETTING STARTED

21. Create a New Campaign

22. Create Ad Groups

23. Writing the Ads
•Technically “optional”
•35 characters
•No DKI
•Follow AdWords Editorial Guidelines

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

27. Categorization/Google Product Type

28. “All Products”

33. Maximizing the ROI on Your Feed

34. Google Product Type vs. Product Type
Product Type = YOUR taxonomy

35. Using Brand

36. Bidding by Labels/Groups

37. Bid On One Product

38. Layer Attributes

39. Removing Products
True = included in AdWords/PLAs
False = don’t include

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

41. Ad Group Bid vs. Target Bid

42. Using GA

43. Use the Product Performance section

44. Use the MCF Section in GA

45. No One Knows Everything…
not even close.

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

51. My Newest PPC eBook
(and my last shameless plug)

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

53. Now Available in the NEW Portent Store!

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

56. Q&A
#PORTENTU

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