#89: Where Does Google Shopping (PLA) Fit Into Your Sales Funnel?

In Podcast by dev7 Comments

Rick Backus, CEO of CPC Strategy joins us this week to talk about Google Shopping and Product Listing Ads (PLA). CPC Strategy has over 200 active e-commerce clients, managing over $35 million in annual advertising spends.

Topics Discussed:

  • History of comparison shopping engines and basics of Google Shopping
  • Google Shopping vs. Adwords and the implications
  • Hunter vs. farmer – Paid ads vs. content marketing
  • Calculating comprehensive ROIs for PLA and Adwords
  • Building your business at the top vs. bottom of the funnel

 

Mentions in the Episode:

 

Episode Length: 41:08

 

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Comments

  1. Another consideration regarding your number of SKUs:

    When I first started testing PLAs, all of my traffic was for my brand name, not for my generic keywords. A Google rep told me that I needed at least 5 SKUs to be eligible for generic keyword auctions. Just something to keep in mind for small stores looking to move up the funnel with PLAs.

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