A wise man once said, “you must serve the right ad, to the right person, at the right time.”
Actually, that man was my Intro to Advertising professor. I would venture to guess your professor said the same thing.
We’ve all heard it and we all believe it; but do we really know how to achieve it?
In reality, we’re getting closer. Retailers have access to massive amounts of data and they’re using it to develop a better understanding of consumers wants, interests, and needs.
Let’s take a look at the first piece of the puzzle – you must serve the right ad. At Adlucent, we’ve seen exceptional performance from Product Listing Ads (PLAs). In fact, some of our retail clients have doubled their PLA revenue by implementing new optimization strategies. PLAs are great for retailers because when they are managed correctly, they can deliver ads for products that align with a shopper’s intent.
Although PLAs perform well at a lower cost per click, they do have their challenges.
First, unlike traditional text ads which match a user’s search query to a keyword managed by the retailer, PLA queries are matched to products that are deemed relevant by Google based on product information contained in the GMC feed, therefore retailers have significantly less control over when and why their ads are appearing for specific queries.
Second, optimizing PLA performance is a struggle as common PPC metrics such as average position and impression share are not available. Google doesn’t make it easy to manage and optimize bids.
Finally, as more spend is dedicated to PLAs, the demand for more dedicated resources puts a strain on retailers.
So how do you overcome these challenges to create a successful PLA program that matches the right product to the right person at the right time?
We have the answers and we’ll share them in our upcoming webinar — Four Advanced Strategies for Google Shopping. It’s complimentary, and it’s designed specifically for online retailers who are hoping to get more from their PLA program. You can register here.
This event won’t be like your Intro to Advertising class. We promise you’ll take away lessons you can apply to your retail business.
As we develop the content for the webinar, we’re interested in your feedback. Do you have any pressing PLA questions or concerns that you would like answered during the live event?