• http://www.facebook.com/barbara.young.524381 Barbara Young

    Great post. From a PPC management perspective, we’ve found the adwords_grouping and adwords_labels to be absolutely critical for bid strategies. They help ensure that the product(s) with the best ROI are featured the most. We are doing a lot with multi-layered auto-targets and bids. PLAs are becoming the largest driver of traffic (and conversions) for our ecomm clients.

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  • http://twitter.com/DerekOstler Derek Ostler

    We have also done ours into how much profit we make per group and bid on them that way. Also it is important to do negative key words too. Go to the auto target tab and look for the search terms coming in. This is a great way to also get rid of unwanted traffic. We have had some great success with PLAs

  • http://twitter.com/DerekOstler Derek Ostler

    How are you breaking your PLAs down?

  • http://www.facebook.com/barbara.young.524381 Barbara Young

    Our bidding strategy for PLAs is different for each client, based upon business decisions and margins. For one client, we have an adgroup per brand, validating on brand=, with an associated auto-target bid based on each brand’s markup and historic online conversion. We might then have a second auto-target in the same brand adgroup like brand= & grouping=men or grouping=women (depending on which gender converts best for that brand).

    For other clients, our adgroups are based on the categories on their site, so top level auto-target/bid is adwords_grouping=(category name), with a second auto-target of adwords_labels=10-50 (price point of products within that category).

    The same adgroup will then have more auto-targets using labels based on all the other price points, i.e., 51-75, 76-100, 101-125, etc.

    This way, we can bid more aggressively as price points rise. We’ve seen great conversion and ROI results with very granular bidding.

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