PPC Management Brief

Google Merchant Center is required to connect the data feed to the Product Listing Account. If you do not have it created already, we will use your email address to setup an account up.

One important part of effective PLAs is updating and testing the Data Feed. We will make suggestions to you, but we rely on you or your data feed company to make those changes.

Advertising on your Brand name is often very beneficial. It allows us to choose where we direct the visitor, rather than just using the home page. We are also able to use several strong calls to action through site links. The cost associated with branded keywords is usually very minimal, and it allows us to dominate the search page. It is particularly important to advertise on your own brand if one of your competitors is already doing so with your brand name; we don't want them sneaking the traffic away customers who are searching for your company.

Advertising on your competitor's name is a great way to capture traffic at a low cost per click. It can build awareness of your brand, by utilizing the following that your competitors have created. Google doesn't have any problems with advertising on your competition's name; we make it clear that we are not the competitor but rather a better alternative.