Creating a better product feed for Google AdWords Product Listing Ads for PPC Hero Conference 2013 in Austin, TX

1. Product Feeds & PLAs
PPC Hero Con 2013
Elizabeth Marsten
@ebkendo
elizabeth@portent.com

2. How this presentation will go:

3. A delicate balance between
super nerd and super nerd’s
significant, less-nerdy other

5. What is a Feed?

7. Product Feed

9. Building the Feed

10. 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?

11. Plug-Ins/Extensions
11

12. Upload the Feed
12

13. Manual or Automatic

14. Ability to edit the product feed

15. WP Gold Cart Feed
15

16. 16

17. 17

18. Building a
Better Feed

19. Feed Best Practices
• 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
19

20. Google Product Type vs. Product Type
Product Type = YOUR taxonomy
20

21. Categorization/Google Product Type
21

22. 22

23. 23

24. Removing Products
True = included in AdWords/PLAs
False = don’t include
24

25. excluded_destination
25

26. Special Characters
26

27. $1 is the minimum…
27

28. Merchant Center

29. 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
29

30. Link AdWords & Merchant Center
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31. Set Up Account
31

32. Tax & Shipping
32

33. Affiliates
33

34. Test Data Feed
34

35. Google Docs
35

36. 36

37. Thanks!
@ebkendo
www.portent.com