Spot Underperforming Products in AdWords PLA Products
August 31, 2018
August 31, 2018
Hey, everybody, this is Adam Arkfeld with ParaCore, and in this video, I wanted to touch on a really simple way to review your product listing ad campaign and ad works.
If you’re in the new interface, there’s an icon up here that says “Reports”, and this second option, “Predefined reports”, is where I’m gonna start. If I hover over this and I go to shopping and I’m currently on the item ID option, what you’ll see is, you’ll see all of your products listed out. It’ll show clicks, impressions, clickthrough rate, you know, all these different metrics, and you can very quickly see what’s converting and what’s not. In this instance, this second row, we just saw immediate value once we started looking at this report. You can see that 4500 dollars was spent in costs. There’s one conversion, but it wasn’t even, it wasn’t even a revenue generating conversion, which I’ll show you in a second. Here’s all the information that it just gives you by default, and the conversion rate is so low. So, immediately, we took this product and we turned it off, because it’s an immediate cost savings for our clients in a grander account that has a lot of different campaigns that are currently running.
If I hit this little guy up here in the right, I don’t know what this. It’s like three boxes. I dunno what that’s supposed to represent. Maybe a table. If I hit this, it’s gonna give me more options for the columns. When I was looking at this report initially, I wanted to know what the conversion value was of these different products that we’re looking at. I can look at conversion value. I’m just gonna do all conversion value, because my screen is covering it up, and here, in the exact same chart, you can then see more information. This has $40,000 in value, this has zero dollars in value. We knew immediately that we needed to get rid of this, turn this product off, because it’s not really a core offering in their product services. So, this is over the course of about 15 months. You know, we’re probably gonna save $300 bucks a month just on this one little change. While it’s not gonna completely revolutionize the campaign, $300 in waste that’s been per month can be allocated elsewhere and be generating revenue in a positive way, so all these little adjustments, obviously, help.
You can explore this report for quite a long time, and over here on the left-hand side, you can choose all sorts of different options to break it down by geography, or break it down by, let’s see here. Let’s do targeting, and then I wanna do, actually, I don’t wanna do targeting. I want to do, that’s not what I want to do, okay. Kill this guy, that’s what I want. I hit the X, and now, I’m gonna do locations. I’m gonna do geographic. And so, this then shows more information. You can see that this, these are all broken down by region. I have this piece cut off, just to keep the client’s name confidential, because it’s in the upper left, but we have New York as the top row, Tampa as the second row, Miami’s the third row. And so, this is just showing us all of the campaign, and the cost and the conversion value, and then it’s breaking it down individually. So, really easy to look at the performance of your product listing ads and see what’s performing, what’s not, and make adjustments.
Check it out, give it a spin through, explore, spend some time in here. There’s a ton of great information. My name’s Adam Arkfeld. I own ParaCore. We’re a pay-per-click lead generation agency. Comment below if you have any questions, or my email is in the description, as well. Thanks for checking out the video.
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