How To Increase ROAS For Your PLA Campaign
October 22, 2013
All accounts have their ups and downs. This week, we’re all about how we troubleshoot the “downs,” offering the practical application of PPC know-how to solve major mysteries plaguing your account’s performance. Eric has already given a few tips on how to address the source of bad lead quality, Carrie showed you how to double your conv. Rate with Display, then Sam talked about why you should know CRO, and now we’ll help you increase your PLA ROAS.
I started PLAs for an account that had a high ROAS goal late last year. They had a goal of $8 ROAS. For anyone not familiar with the term, that means they wanted to get $8 for every $1 spent on advertising.
Their ROAS goal made it difficult for me to get their campaigns profitable, let alone their PLA campaign. All keywords in the account had to be very targeted. For example, any general keyword describing their product would need to have a qualifier for the brand or specific type of product. If the keyword were boot, I’d have to qualify exactly what kind of boot, as most people looking for boots wouldn’t be looking for their specific kind of boot.
This is what made PLAs a little tricky for this client. The descriptions for the products would obviously have to include the generic words. The product description is where AdWords will pick up the keywords to serve your PLAs to. So, if you have keywords like “boots”, “shoes”, etc. –someone searching on those keywords will get served your ads. This means people who may not be really looking for your boots could get served your ad, and click to check them out even though they know they aren’t likely to buy. This is great if you’re dealing with lower ROAS goals and manage higher conversion rates. However, that wasn’t what this particular client is working with.
My initial strategy was to perform weekly SQRs to block all the irrelevant search queries in my PLA campaign. Each new search query that came up without a qualifying brand to specific type would be blocked if it didn’t convert. But, this strategy was leaving me with slowly increasing ROAS results with months at a time of unprofitability.
This is where having interns comes in really handy, because I had a super tedious task in mind to help speed things along. I decided to have an intern go through the website and data feed and make a list of negatives for every possible general term for each product. Of course, this didn’t end up catching every single generic word in existence. However, it was a very extensive list that ended up bringing our ROAS campaign from a $5.58 ROAS for the last month without the negative keywords enabled to a $11.57 ROAS for the first month it was enabled. This also allowed me to increase budgets and bids, to gain a 159% higher revenue.
Future of PLAs
While it would be super swell if PLAs had keyword targeting options like Search & Display, Google has just announced a huge break-through for PLA management. So, if you suffer from a different problem than needing extensive negative keywords, this announcement could be huge for you. According to this article, you’ll now have access to the information about the data feed inside of AdWords as well as have some actual competitive metrics. Ever since they took the avg. position scoring away, it’s been pretty difficult to compare what you’re doing to competitors.
If you run PLA campaigns, I’d suggest you fill out your information here to get on the bandwagon as soon as you can for this “enhanced” PLA campaigns!
Browse By Category
Personalized Training to Become a PPC Superhero
If you could divulge your biggest challenges in paid search advertising to an expert who is highly revered by industry peers, approved by 15 US & UK agency leaders, and a driving force in PPC innovation, would you?
Leveraging Custom Intent Audiences on YouTube
Google recently announced the addition of custom intent audiences for YouTube. Structure audiences & content to build goodwill with your prospects!
My Top Failures as a PPC Account Manager
Explore Will Larcom's 5 biggest shortcomings as an Account Manager and the takeaways unearthed by being able to identify them!
A bi-weekly newsletter packed full of resources and strategies that will help make you a better PPC expert.
Hanapin Marketing | The PPC Agency of Experts Behind PPC Hero
Why You Should Test Target ROAS Bidding for Shopping Campaigns
The case for testing Target ROAS bidding for AdWords shopping campaigns, plus tips on how to successfully set up such a test.
10 New Ways to Optimize Paid Search with Call Intelligence
Mobile search drives billions of calls to business each year, and calls convert at a higher rate than digital leads. When properly optimized, calls can have a transformational impact on your bottom line. Join this webinar to learn tactical tips and smart strategies to boost...
Google Adds New Tools to Highlight Physical Store Locations
Buying in-store is still a big deal for shoppers, and Google has announced a few new tools to let physical retailers target those shoppers heading in stores.
Load More »