Start learning with our library of video tutorials taught by experts. Get started

Google Shopping and PLA Fundamentals
Illustration by Richard Downs

Google Shopping and PLA Fundamentals

with Elizabeth Marsten

Video: Welcome

Hi.

Watch this entire course now—plus get access to every course in the library. Each course includes high-quality videos taught by expert instructors.

Become a member
please wait ...
Google Shopping and PLA Fundamentals
1h 19m Appropriate for all Jun 17, 2014

Viewers: in countries Watching now:

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.

Topics include:
  • What is Google Shopping, and how does it work?
  • Creating a product feed from scratch or with a web developer
  • Creating a Google Shopping campaign in AdWords
  • Bidding on product groups
  • Expanding out your Google Shopping campaigns
  • Bidding on mobile devices
  • Using AdWords tools with PLAs
  • Using third-party PLA tools
  • Measuring results with Google Analytics
Subjects:
Marketing Enterprise Marketing PPC Small Business Marketing Advertising SEM
Software:
Google Shopping
Author:
Elizabeth Marsten

Welcome

Hi. I'm Elizabeth Marsten and this is Google Shopping and PLA Fundamentals. This course will cover how Google Shopping and Product Listing Ads work, how to set them up, and tips for measuring success. We will start with some background around Google Shopping and comparison shopping engines before going into detail on preparing the multiple accounts that you will need to do Google Shopping. Once you're set up with the proper accounts, we'll go over the finer points of product feed management and submission to Google merchant center.

We'll then walk through a Google shopping campaign structure and examine how to manage your bids for different product groups based on your product feed, mobile devices and when to expand your Google shopping efforts. Lastly, we'll go over some tools that you can leverage inside and outside of the Google Ad Words interface. We'll also take a tour through the newly released Bing Ads Product Listing Ads platform and best practices. Product Listing Ads on Google Shopping can be a bit of a bear to set up at the beginning, but once you're set up there is so much you can do and control to hit your goals and revenue objectives. So thank you for joining me on this journey through Google Shopping, and let's get started.

There are currently no FAQs about Google Shopping and PLA Fundamentals.

 
Share a link to this course

What are exercise files?

Exercise files are the same files the author uses in the course. Save time by downloading the author's files instead of setting up your own files, and learn by following along with the instructor.

Can I take this course without the exercise files?

Yes! If you decide you would like the exercise files later, you can upgrade to a premium account any time.

Become a member Download sample files See plans and pricing

Please wait... please wait ...
Upgrade to get access to exercise files.

Exercise files video

How to use exercise files.

Learn by watching, listening, and doing, Exercise files are the same files the author uses in the course, so you can download them and follow along Premium memberships include access to all exercise files in the library.


Exercise files

Exercise files video

How to use exercise files.

For additional information on downloading and using exercise files, watch our instructional video or read the instructions in the FAQ.

This course includes free exercise files, so you can practice while you watch the course. To access all the exercise files in our library, become a Premium Member.

Join now "Already a member? Log in

Are you sure you want to mark all the videos in this course as unwatched?

This will not affect your course history, your reports, or your certificates of completion for this course.


Mark all as unwatched Cancel

Congratulations

You have completed Google Shopping and PLA Fundamentals.

Return to your organization's learning portal to continue training, or close this page.


OK
Become a member to add this course to a playlist

Join today and get unlimited access to the entire library of video courses—and create as many playlists as you like.

Get started

Already a member?

Become a member to like this course.

Join today and get unlimited access to the entire library of video courses.

Get started

Already a member?

Exercise files

Learn by watching, listening, and doing! Exercise files are the same files the author uses in the course, so you can download them and follow along. Exercise files are available with all Premium memberships. Learn more

Get started

Already a Premium member?

Exercise files video

How to use exercise files.

Ask a question

Thanks for contacting us.
You’ll hear from our Customer Service team within 24 hours.

Please enter the text shown below:

The classic layout automatically defaults to the latest Flash Player.

To choose a different player, hold the cursor over your name at the top right of any lynda.com page and choose Site preferencesfrom the dropdown menu.

Continue to classic layout Stay on new layout
Exercise files

Access exercise files from a button right under the course name.

Mark videos as unwatched

Remove icons showing you already watched videos if you want to start over.

Control your viewing experience

Make the video wide, narrow, full-screen, or pop the player out of the page into its own window.

Interactive transcripts

Click on text in the transcript to jump to that spot in the video. As the video plays, the relevant spot in the transcript will be highlighted.

Are you sure you want to delete this note?

No

Your file was successfully uploaded.

Thanks for signing up.

We’ll send you a confirmation email shortly.


Sign up and receive emails about lynda.com and our online training library:

Here’s our privacy policy with more details about how we handle your information.

Keep up with news, tips, and latest courses with emails from lynda.com.

Sign up and receive emails about lynda.com and our online training library:

Here’s our privacy policy with more details about how we handle your information.

   
submit Lightbox submit clicked
Terms and conditions of use

We've updated our terms and conditions (now called terms of service).Go
Review and accept our updated terms of service.