Thanks to mobile devices, offline and online shopping experiences are converging, a process Google describes as “nonline shopping.” Although consumers are planning on spending 5% more this year, they will invest more time into finding the best products. In fact, 80% of shoppers will conduct online research before making a purchase this season. As consumers spend more time researching specific products, there is no doubt that Product Listing Ads (PLAs) will play a significant role in customer acquisition and sales this holiday season.
As the transition of Google Product Search from a free service to a paid offering was completed on October 17th, many retailers have been left wondering how they can get the most return from their investment, especially in time for the busy holiday shopping season.
It’s no secret that Product Listing Ads (PLAs) are a great way to acquire new customers at a lower cost per click, but how do you stay ahead as competition grows?
While there are many ways to optimize your PLA program, there are five key areas where retailers should focus to drive efficiency and revenue. They include:
- Create a framework for PLA management at the product, category, and subcategory levels
- Utilize micro-segmentation and big data assets to proactively manage product-level bids
- Match terms to customer intent and negate ineffectual terms
- Optimize ad text at the SKU level and utilize ad performance data for PLAs
- Monitor attribution to see the effect of upstream clicks on PLAs
On November 8th, we’ll deep dive on the points listed above in our complimentary webinar, Five Keys to Profitable Growth with Google Shopping. You’ll hear from Adlucent client BabyEarth, who will share how they increased revenue from PLAs by 129% YoY. Don’t miss out, the holidays are right around the corner.
Five Keys to Profitable Growth with Google Shopping
View the webinar here
November 8, 2012
Steve Steinberg, CMO, BabyEarth
Jon Armstrong, CEO, Adlucent
Auburn Rutledge, Client Manager, Adlucent