Elizabeth Marsten – Google Shopping and PLA Fundamentals

Description

Elizabeth Marsten – Google Shopping and PLA Fundamentals

Description:

Google Shopping and Product Listing Ads (PLAs) are essential for online retailers of all sizes. Marketing expert Elizabeth Marsten, who has managed Google Shopping accounts with over three million listings, explains how to put Google’s Merchant Center and AdWords to work for you to get the most from Google Shopping. She focuses on setting up and managing the product feeds, crafting good PLAs and targeting them to the appropriate audience, and evaluating and optimizing your Google Shopping campaigns, and concludes with some cool tips and tricks. She also touches on the Bing Ads PLA platform and third-party PLA tools. Whichever shopping engine you’re using, this course will help you manage your bids and your budget, while hitting your campaign goals and revenue objectives.

Contents:

01. Introduction
02. Understanding Google Shopping
03. Setting Up and Managing Feeds
04. Setting Up AdWords and Product Listing Ads (PLAs)
05. Optimizing PLA Campaigns
06. Leveraging PLA Tools
07. Conclusion

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Archive: https://web.archive.org/web/20170218063630/http://www.lynda.com/Google-Shopping-tutorials/Google-Shopping-PLA-Fundamentals/164451-2.html