From the SMX Advanced Conference in Seattle, Washington, June 2-3, 2015. SESSION: Searching For Shoppers: How To Succeed With Feed-Based Product Campaigns. PRESENTATION: How to Maximize Non-Brand Revenue for PLAs - Given by Todd Bowman, @ToddBowman68 - Merkle | RKG, Director, CSE and Feeds. #SMX #14B

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Todd Bowman, Merkle|RKG Director, Data Feeds
How to Maximize Non-Brand
Revenue for PLAs
Plus Fun with Bing Shopping and CSEs

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§ Started the CSE and Feeds team at
Merkle|RKG in 2011
§ Self-proclaimed data feed and PLA
nerd
§ Officiate FCS football in the Colonial,
Ivy and Patriot Leagues
§ Big fan of curling and Zubaz
About Todd

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Focus on These Very Important Fields:
Unique Product Identifiers (UPCs, ISBNs, Brand and/or MPN)
Title
Google Product Category
Description
Condition
Guiding Principle for Feed Optimization

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Understanding the True Value of PLA Traffic

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PLA Share of Google Paid Search Clicks*
*Aggregate Results for U.S. Retail Source: Merkle|RKG Q1 2015 DMR

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Bing Product Ad Share of Bing Clicks*
*Aggregate Results for U.S. Retail Source: Merkle|RKG Q1 2015 DMR
*Aggregate Results for U.S. Retail Source: Merkle|RKG Q1 2015 DMR

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Google PLA CPC vs. Non-Brand Text Ads*
*Median Site Results for U.S. Retail Source: Merkle|RKG Q1 2015 DMR

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Splitting Out Brand & Non-Brand PLA Traffic

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Campaign Priorities
Low Priority
Default Bids
Medium Priority
Trumps bids in
Low Priority Campaigns
for any product that applies
High Priority
Trumps bids in
Low & Medium Priority Campaigns
for any product that applies

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Campaign Structure
Medium Priority
Low Priority
Low Priority

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Adding Brand Level Negatives

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Brand Campaign – Why Low Priority?

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Google PLAs & Bing Product Ads as One
Source: Merkle|RKG Q1 2015 DMR

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Bing Shopping Campaigns Transition

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Import Google Campaign Structure
All Products Campaign
Low Priority
Campaign Targeting All Products Granularly
Medium Priority
Outliers Campaign
High Priority

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Plan Early and Move Slowly
Plan Early and Move Slowly

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5-10% CTR lift
Merchant Promotions

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Select CSEs Continue to See Success
Source: Merkle|RKG Q1 2015 DMR

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ECN Using eBay.com for eBay PLAs
Source: Merkle|RKG Q1 2015 DMR

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THANK YOU!
Join us @SMX East
NEW YORK CITY
Sept. 29th – Oct. 1st 2015