Optimizing Product Listing Ads at Scale

In the recently released Dossier 4.3 Andy Taylor, Senior Research Analyst, wrote a great article on getting optimal performance with PLAs and Google Shopping at scale. Here Kyla Becker presents a few of the key points from the article.

For the complete article, as well as more on topics ranging from geo-targeting to optimizing your digital marketing RFP process, download the complete Dossier 4.3.



Kyla Becker: Hi! Thanks for tuning in to another video on the RKG blog. My name is Kyla Becker and I'm a Senior Digital Visibility Specialist here at RKG.

Today I'm going to be talking to you about a few difficult areas of PLAs that make management kind of hard; specifically, bid management and bid modifiers. Bid management for PLAs is very similar to that of text ads. Just as text ads use keywords for bidding, PLAs use targets. The targets can be very specific or they can be very broad, ranging from product IDs to product types.

The thing that makes bid management so difficult is when you're dealing with low traffic targets. Low traffic targets tend to not have as much data to inform bidding decisions, so being creative with how you're going to go about bidding is necessary. Having a tool at your disposal such as an advanced bidding management system can help you identify shared attributes among targets that may be seemingly unrelated.

Another area is bid modifiers. Specifically, right now we have three bid modifiers available within enhanced campaigns. We have geo-targeting, time of day and week, and mobile. Specifically, mobile can be the most difficult to deal with, mostly because even though smartphone use has increased and thus PLA traffic through smartphones has increased, its performance compared to desktop traffic is typically lower and inconsistent. This requires your mobile bid management to be very specific and granular so that you can ensure the best success for your mobile ads.

Manually adjusting mobile bid modifiers can be very time-consuming and leaves room for human error, where you might not reach that level of granularity that you need. Again, a tool such as an advanced bid management system will help you identify the best granularity and the best percentage of adjustment for mobile.

As you can tell there's a recurring theme here, and that's automation. Automation can make management of PLAs extremely efficient and a lot easier to handle. Tools such as RKG's Adaptive Portfolio Bidding Managing System, which has years of keyword management under its belt and customizes goals at the target level every hour, can really help make sure that your PLA management efforts are efficient and effective.

Another piece of this puzzle is making sure that you have experienced marketers on your team. The complexities of PLAs really play to the strengths of paid search marketers. An experienced paid search eye can make sure that automation is properly implemented and can also help identify opportunities for improvement and customization. Some easy ways to handle the difficulties of PLA management are automation and experience.

For more information on how to effectively scale product listing ads check out Andy Taylor's section in the RKG dossier, which you can find under the Resources section on rimmkaufman.com. I'm Kyla Becker, and thanks for tuning in. We'll see you next time.