We’ve had a great couple of days at SMX London – here’s what we learnt from the Paid Search track from day 1 and the SMX Advanced track from day 2!
Day 1 – Paid Search Track
Amazing Paid Search Tactics & Tools
Ann Stanley, Co-Founder and MD of Anicca Digital (@annstanley)
Ecommerce advertising has changed quite a bit recently: Google Shopping transitioned from free to paid last month in the UK, and Google have just announced that they’re getting rid of product extensions. That means having product listing ads is more important for ecommerce.
Having a PLA ad group set for ‘all products’ with a really low bid has got them good results – it can be a good way to turn up in searches no one else is appearing on.
There doesn’t seem to be a true quality score for PLAs, but CTR is a factor to whether they get seen or not. Improve CTR with negative keywords. Also check your feed – you may be using low quality information.