4. ABOUT ME
ETHAN BATRASKI
VP, PRODUCT & EXPERIENCE
• HEAD OF SEARCH INNOVATION @ YAHOO!
• CO-FOUNDER, SEMANTIC SEARCH START-UP, HEADCASE LABS
• 7+ YEARS IN SEMANTIC, CONSUMER & ENTERPRISE SEARCH
PREVIOUSLY
5. • Based in Silicon Valley
• Deliver innovative experiences for those who consider paid search mission critical
• We set out to radically simplify PLAs
• Recently launched Adchemy for Products, SaaS solution helping advertisers manage large scale
PLA programs through a radically simple and beautiful experience
ABOUT US
6. 1. What you need out of your PLA campaign
2. Setting up your PLA campaign for success
3. Advanced capabilities
AGENDA
13. ADVERTISER TRANSLATION PROBLEM
AD GROUP
PUBLISHER
LANGUAGE
PRODUCT AD
CAMPAIGN
BUDGET
KEYWORD
BIDS
PRODUCT
TARGETS
NEGATIVES
MATCH
TYPES
AD COPY
PROMOTIONAL
TEXT
MERCHANT
FEEDS
14. ADVERTISER TRANSLATION PROBLEM
AD GROUP
PUBLISHER
LANGUAGE
PRODUCT AD
CAMPAIGN
BUDGET
KEYWORD
BIDS
PRODUCT
TARGETS
NEGATIVES
MATCH
TYPES
AD COPY
PROMOTIONAL
TEXT
MERCHANT
FEEDS
ADVERTISER
BUSINESS LANGUAGE
CATEGORIES
PRODUCT/
SERVICE TYPES
LINES OF
BUSINESS
PRODUCTS/
SERVICES
BUDGETS
BUSINESS GOALS
15. ADVERTISER TRANSLATION PROBLEM
AD GROUP
PUBLISHER
LANGUAGE
PRODUCT AD
CAMPAIGN
BUDGET
KEYWORD
BIDS
PRODUCT
TARGETS
NEGATIVES
MATCH
TYPES
AD COPY
PROMOTIONAL
TEXT
MERCHANT
FEEDS
ADVERTISER
BUSINESS LANGUAGE
CATEGORIES
PRODUCT/
SERVICE TYPES
LINES OF
BUSINESS
PRODUCTS/
SERVICES
BUDGETS
BUSINESS GOALS
CREATING CAMPAIGNS
16. ADVERTISER TRANSLATION PROBLEM
AD GROUP
PUBLISHER
LANGUAGE
PRODUCT AD
CAMPAIGN
BUDGET
KEYWORD
BIDS
PRODUCT
TARGETS
NEGATIVES
MATCH
TYPES
AD COPY
PROMOTIONAL
TEXT
MERCHANT
FEEDS
ADVERTISER
BUSINESS LANGUAGE
CATEGORIES
PRODUCT/
SERVICE TYPES
LINES OF
BUSINESS
PRODUCTS/
SERVICES
BUDGETS
BUSINESS GOALS
CREATING CAMPAIGNSMANAGING CAMPAIGNS
20. Products have different economic values,
therefore should be managed based on
those differences
• Products have different prices
• Products have different margins
• Products generate different CTRs
• Products generate different post click
conversions
• Products have different demand
THE ECONOMICS OF YOUR BUSINESS
Why treat your PLA
programs any different?
23. the typical PLA program looks like this:
- limited product coverage
- multiple products per product target
- blanket promotional messages across products
- arbitrary campaign groups
- budgets based on arbitrary groups that don’t map to your business goals
- bid strategies that span both high and low performers
- negatives strategies that are non-existent
- unoptimized merchant feeds
- reports that lack granularity, lack insight
24. the typical PLA program looks like this:
- limited product coverage
- multiple products per product target
- blanket promotional messages across products
- arbitrary campaign groups
- budgets based on arbitrary groups that don’t map to your business goals
- bid strategies that span both high and low performers
- negatives strategies that are non-existent
- unoptimized merchant feeds
- reports that lack granularity, lack insight
RESULT:
Limited reach
Limited product differentiation
Stale/Capped Budgets
Over bidding
Under bidding
Wrong products showing
Masked performance
27. WHAT YOU NEED OUT OF YOUR PLA CAMPAIGN
- maximum product coverage
- SKU level targeting control
- targeted promotional messages reflecting real world sales & promotions
- campaign groups based on your lines of business & product categories
- budget allocation based on volume & value
- bid control over each SKU to maximize performance
- negatives strategy that ensure the best products show
- optimized merchant feeds
- performance reporting at the SKU level of deep insights & actions
40. MERCHANT FEED
enriched
optimized for the way users search for your products
ORIGINAL COLORS
Azure
3.5 New Orleans
Cassi
Topeca
5 Trinidad
6 Khartoum
Beet
41. MERCHANT FEED
enriched
optimized for the way users search for your products
ORIGINAL COLORS
Azure
3.5 New Orleans
Cassi
Topeca
5 Trinidad
6 Khartoum
Beet
ENRICHED COLORS
Blue
Tan
Purple
Cream
Light Blue
Khaki
Dark Purple
47. MERCHANT FEED
optimized
optimized for the display & relevancy on a results page
Donna Karen NY Adjustable Crossbody
Marc Jacobs Satchel - Large Fulton
LeSportsac Weekender - Pop Heart Large
French Connection UK Wallet - Cuir Continental
Pretty In Palm Beach Dress
ORIGINAL TITLE
48. MERCHANT FEED
optimized
optimized for the display & relevancy on a results page
Donna Karen NY Adjustable Crossbody
Marc Jacobs Satchel - Large Fulton
LeSportsac Weekender - Pop Heart Large
French Connection UK Wallet - Cuir Continental
Pretty In Palm Beach Dress
ORIGINAL TITLE
DKNY Adjustable Crossbody - Leather Shoulder Bag
Marc Jacobs Satchel - Leather Handbag - Large Fulton
LeSportsac Weekender - Overnight Bag - Pop Heart Large
FCUK Leather Wallet - Cuir Continental
Polka Dots Sheer Dress In White - Pretty In Palm Beach Dress - Vintage
key feature intents improve matching and click coefficient
OPTIMIZED TITLES
50. MERCHANT FEED
optimized
optimized for the display & relevancy on a results page
QUERY-BASED ATTRIBUTE
RANKING
leather
backpack
handbag
wallet
clutch
tote
iphone case
canvas
ipad case
black
TITLES &
DESCRIPTIONS
MUST INCLUDE
OPTIMIZE FIRST 25 CHARACTERS FOR pCLICK IMPROVEMENTS
51. MERCHANT FEED
optimized
optimized for the display & relevancy on a results page
ADDITIONAL AUTOMATED
OPTIMIZATIONS
• MOVE PRODUCT TYPE TO FRONT OF TITLE
• SHORTEN BRANDS EXCEEDING CHARACTER THRESHOLDS
• ADD QUERY-BASED ADJECTIVES IN FRONT OF NOUNS
• ADD ADDITIONAL ATTRIBUTES IN 2ND SENTENCE
(SIZE, STYLE, MATERIAL, SHAPE, ACCENTS, ETC)
automated feed optimizations based on search query feedback loop
QUERY-BASED ATTRIBUTE
RANKING
leather
backpack
handbag
wallet
clutch
tote
iphone case
canvas
ipad case
black
TITLES &
DESCRIPTIONS
MUST INCLUDE
OPTIMIZE FIRST 25 CHARACTERS FOR pCLICK IMPROVEMENTS
53. MERCHANT FEED
optimized
optimized for the display & relevancy on a results page
TOP CONVERTING QUERIES
Leather Wallets
Brown Wallets
Brown Leather Wallets
Wallets in Brown Leather
3 Fold Leather Wallets
54. MERCHANT FEED
optimized
optimized for the display & relevancy on a results page
TOP CONVERTING QUERIES
Leather Wallets
Brown Wallets
Brown Leather Wallets
Wallets in Brown Leather
3 Fold Leather Wallets
Longchamp Wallet - Cuir ContinentalORIGINAL TITLE
55. MERCHANT FEED
optimized
optimized for the display & relevancy on a results page
automated feed title testing based search query feedback loop & performance
Longchamp Leather Wallet - Cuir Continental
Leather Wallet - Longchamp - Cuir Continental
Wallet - Longchamp Leather- Cuir Continental
Brown Wallet - Longchamp Leather- Cuir Continental
Brown Leather - Longchamp Wallet- Cuir Continental
OPTIMIZED TITLE
CANDIDATES
TOP CONVERTING QUERIES
Leather Wallets
Brown Wallets
Brown Leather Wallets
Wallets in Brown Leather
3 Fold Leather Wallets
Longchamp Wallet - Cuir ContinentalORIGINAL TITLE
56. SETTING UP YOUR PLA CAMPAIGN
MERCHANT
FEED
PRODUCT
TARGETS
PROMOTIONAL
COPY
CAMPAIGN
GROUPS
BUDGETS BIDDING
62. Product Target = Brand {Nike}
$0.56 BID
Free Shipping On Orders Over $75
ROAS 3.1
6.9 QS
THE OPTIMAL PRODUCT TARGET STRATEGY
63. Product Target = Brand {Nike}
$0.56 BID
Free Shipping On Orders Over $75
ROAS 3.1
6.9 QS
THE OPTIMAL PRODUCT TARGET STRATEGY
Result:
Over bidding
Under bidding
Masked performance
64. Product Target = Brand {Nike}
$0.56 BID
Free Shipping On Orders Over $75
ROAS 3.1
6.9 QS
1 SKU per Product Target
THE OPTIMAL PRODUCT TARGET STRATEGY
Result:
Over bidding
Under bidding
Masked performance
65. Product Target = ID {SKU}
$0.78 BID $0.23 BID $0.36 BID $0.41 BID
Free Shipping
On Orders
Over $75
25% Off All
Nike Fuel
Band Colors
Get 50% off
when
spending over
$100
Buy One Get
One Free On
All Nike Shoes
ROAS 5 ROAS 4.2 ROAS 6.1 ROAS 9
9 QS 4.5 QS 7.8 QS 9.8 QS
Product Target = Brand {Nike}
$0.56 BID
Free Shipping On Orders Over $75
ROAS 3.1
6.9 QS
1 SKU per Product Target
THE OPTIMAL PRODUCT TARGET STRATEGY
Result:
Over bidding
Under bidding
Masked performance
66. ONE SKU PER PRODUCT TARGET
• Bid control over each SKU to maximize performance
• Promotional messaging targeted to real world sales & promotions
• Performance reporting at the SKU level for deep insights & actions across products
• Quality score management separating performance between SKUs for improved relevancy
67. SETTING UP YOUR PLA CAMPAIGN
MERCHANT
FEED
PRODUCT
TARGETS
PROMOTIONAL
COPY
CAMPAIGN
GROUPS
BUDGETS BIDDING
68. CAMPAIGN GROUPS & BUDGETS
campaigns should be based on your real world business
69. CAMPAIGN GROUPS & BUDGETS
CLOTHING SHOES JEWELRYLINES OF BUSINESS
campaigns should be based on your real world business
70. CAMPAIGN GROUPS & BUDGETS
SUN DRESSES FLATS BRACELETS
T-SHIRTS
WINTER JACKETS
SANDALS
BOOTS
RINGS
NECKLACES
PRODUCT TYPES
CLOTHING SHOES JEWELRYLINES OF BUSINESS
campaigns should be based on your real world business
71. CAMPAIGN GROUPS & BUDGETS
CAMPAIGNS
SUN DRESSES FLATS BRACELETS
T-SHIRTS
WINTER JACKETS
SANDALS
BOOTS
RINGS
NECKLACES
PRODUCT TYPES
CLOTHING SHOES JEWELRYLINES OF BUSINESS
campaigns should be based on your real world business
72. CAMPAIGN GROUPS & BUDGETS
CAMPAIGNS
SUN DRESSES FLATS BRACELETS
T-SHIRTS
WINTER JACKETS
SANDALS
BOOTS
RINGS
NECKLACES
PRODUCT TYPES
CLOTHING SHOES JEWELRYLINES OF BUSINESS
REAL BUDGETS REAL BUDGETS REAL BUDGETS
campaigns should be based on your real world business
73. CAMPAIGN GROUPS & BUDGETS
- allows for grouping of products that compete for the same query space
- better structured to support sales/promotions & vendor dollars
- ability to determine relative volume across products to determine initial allocation
- ability to further optimize budgets again based on ROI -- distribute your spend based on return
campaigns should be based on your real world business
74. SETTING UP YOUR PLA CAMPAIGN
MERCHANT
FEED
PRODUCT
TARGETS
PROMOTIONAL
COPY
CAMPAIGN
GROUPS
BUDGETS BIDDING
79. GOALS & BIDDING STRATEGIES
allocate bids across individual SKUs based on economic value
$0.78 BID $0.23 BID $0.36 BID $0.41 BID
80. GOALS & BIDDING STRATEGIES
allocate bids across individual SKUs based on economic value
$0.78 BID $0.23 BID $0.36 BID $0.41 BID
optimize bid goals based on revenue volatility
ROLEX WATCHES FLATS LIGHT BULBS
$4500 TOP SELLER $6.99
CPA $120 ROAS 7 TRAFFIC
81. GOALS & BIDDING STRATEGIES
use bids as a way of ensuring the right products get traffic
IPHONE CASEQUERY:
82. GOALS & BIDDING STRATEGIES
use bids as a way of ensuring the right products get traffic
IPHONE CASEQUERY:
KATE SPADE
IPHONE CASE
GRIFFIN
IPHONE CASE
LUCKY BRAND
IPHONE CASE
LUCKY BRAND
IPHONE CASE
ROAS 8 ROAS 3.1 ROAS 4.6 ROAS 6
COMPETING
PRODUCTS:
83. GOALS & BIDDING STRATEGIES
use bids as a way of ensuring the right products get traffic
$0.78 BID $0.23 BID $0.36 BID $0.41 BID
IPHONE CASEQUERY:
KATE SPADE
IPHONE CASE
GRIFFIN
IPHONE CASE
LUCKY BRAND
IPHONE CASE
LUCKY BRAND
IPHONE CASE
ROAS 8 ROAS 3.1 ROAS 4.6 ROAS 6
COMPETING
PRODUCTS:
93. DOMINATE THE PLA OPPORTUNITY
- include all of your products
- use SKU-level product targets for maximum control
- create promotional messages reflecting real world sales & promotions
- using product-based campaigns, allocate budget based on volume & value
- optimize bids based on each SKU to maximize performance
- deploy a negatives strategy to ensure the right products are showing up
- optimize your merchant feeds for the search engine
- organize your reports based on your business taxonomy for maximum insights
- and be awesome
