Assessment:How does your Google 
 Shopping program compare?

See how your Product Listing Ad performance ranks against other retailers.

Google Shopping has quickly become a top performing advertising channel for retailers, and it's just the beginning.

Find out how your program ranks against other retailers, and learn ways to improve performance by taking this quick five-question survey. You'll walk away with answers to the most frequently asked questions:

  • What percentage of my paid search budget should I be spending on PLAs?
  • How should my PLA program perform relative to non-brand paid search?
  • How much time should I dedicate to PLA management every week?
  • What is the best technology to help me grow revenue efficiently?

Get started here.

00

Title/Function within your organization

Your Answer:
  • a. SEM Marketing Manager
  • b. E-Commerce Marketing Manager
  • c. Director of Marketing
01

How are you currently managing PLAs?

Your Answer:
  • a. In-house, manually
  • b. In-house, with the aid of a technology provider (Kenshoo, Marin, etc)
  • c. Through a feed management vendor (Mercent, Channel Adviser, etc)
  • d. Through an SEM agency (RKG, Efficient Frontier, etc)

Over 60% of the IR 1000 currently manages search in-house. Delivering exceptional results from product listing ads in addition to traditional text ads is challenging for most retailers.

With the addition of PLA technology, retailers can:

  • Quickly create product targets
  • Optimize the GMC in real-time
  • Manage bids at scale
  • Monitor performance with custom reporting
  • Better understand consumer intent and create more relevant ads

Learn more about the benefits PLA management technology here.

Over 35% of the IR 1000 work with an agency or technology provider to help manage search. While search technology can be very useful in managing traditional text and product listing ads, technology that is built specifically for Google Shopping can take your program to the next level.

Evaluate your current provider to make sure you can:

  • Quickly create product targets
  • Optimize the GMC in real-time
  • Manage bids at scale
  • Monitor performance with custom reporting
  • Better understand consumer intent and create more relevant ads

Feed management vendors were one of the first to offer PLA oriented services thanks to their ability to quickly update the Google Merchant Center feed. While they may be successful in some areas, they fall behind in others.

Critical features that feed management providers lack:

  • Bid management services
  • Ability to analyze queries
Technology that is built specifically for Google Shopping incorporates all of these key features. Learn more here.

Over 35% of the IR 1000 work with an agency or technology provider to help manage search. While search agencies have expertise that's useful in managing traditional text and product listing ads, technology that is built specifically for Google Shopping can take your program to the next level.

With the addition of PLA technology, retailers can:

  • Quickly create product targets
  • Optimize the GMC in real-time
  • Manage bids at scale
  • Monitor performance with custom reporting
  • Better understand consumer intent and create more relevant ads

Learn more about the benefits PLA management technology here.

02

What percentage of your paid search budget is being driven to PLAs?

Your Answer:
  • a. 0-15%
  • b. 16-30%
  • c. 31-50%
  • d. 50%+

Retailers are spending an average of 30% of their paid search budget on PLAs, and 30% of nonbrand paid search dollars are being driven from them. Underinvesting in this channel could compromise your programs long-term growth potential.

Click here for a report that outlines ways to optimize your current program so that you can drive more value at a lower cost.

Congratulations! You are right in line with expectations for PLA spend. Industry benchmarks indicate that on average around 30% of traditional nonbrand paid search marketing dollars are currently being driven through PLAs. Make sure to continue to monitor the shift of spend over to this new channel and break out performance results separately from traditional paid search.
Congratulations! You are right in line with expectations for PLA spend. Industry benchmarks indicate that on average around 30% of traditional nonbrand paid search marketing dollars are currently being driven through PLAs. Make sure to continue to monitor the shift of spend over to this new channel and break out performance results separately from traditional paid search.

Retailers are spending an average of 30% of their paid search budget on PLAs, and 30% of nonbrand paid search dollars are being driven from them. Larger, SKU-based retailers are seeing an even greater shift over to PLAs.

TIP: Monitor the interaction between channels in order to ensure that increased investment in PLAs is not coming at the expense of investment to other channels.

Click here for a report that outlines ways to optimize your current program so that you can drive more value at a lower cost.

03

Are PLAs performing more or less efficiently (in terms of ROAS, A/S, CPA, or CPO) as compared to non-brand paid search?

Your Answer:
  • a. More efficiently
  • b. Less efficiently
  • c. Similar efficiencies

Great news! Your performance is in line with the industry average.

Adlucent retail clients are seeing:

  • 126% higher ROAS than traditional non-brand paid search
  • 13% lower CPCs
  • 77% higher CTR
  • 87% higher CVR

Industry results have shown PLAs to be more efficient than traditional nonbrand paid search.

Adlucent retail clients are seeing:

  • 126% higher ROAS than traditional non-brand paid search
  • 13% lower CPCs
  • 77% higher CTR
  • 87% higher CVR

Learn how you can optimize your program to achieve greater efficiency in this report.

Industry results have shown PLAs to be more efficient than traditional nonbrand paid search.

Adlucent retail clients are seeing:

  • 126% higher ROAS than traditional non-brand paid search
  • 13% lower CPCs
  • 77% higher CTR
  • 87% higher CVR

Learn how you can optimize your program to achieve greater efficiency in this report.

04

How many hours are you spending each week managing PLAs?

Your Answer:
  • a. 0-4 hours
  • b. 5-8 hours
  • c. 9-12 hours
  • d. 12+ hours

While the number of hours varies due to promotions, seasonality, and new product rollouts, Adlucent's clients spend an average of 4-8 hours per week managing PLAs.

TIP: Technology driven PLA management saves time by linking the product feed, product targets, queries, and reporting into one interface.

While the number of hours varies due to promotions, seasonality, and new product rollouts, Adlucent's clients spend an average of 4-8 hours per week managing PLAs.

TIP: Technology driven PLA management saves time by linking the product feed, product targets, queries, and reporting into one interface.

While the number of hours varies due to promotions, seasonality, and new product rollouts, Adlucent's clients spend an average of 4-8 hours per week managing PLAs.

TIP: Technology driven PLA management saves time by linking the product feed, product targets, queries, and reporting into one interface.

While the number of hours varies due to promotions, seasonality, and new product rollouts, Adlucent's clients spend an average of 4-8 hours per week managing PLAs.

TIP: Technology driven PLA management saves time by linking the product feed, product targets, queries, and reporting into one interface.

05

What is your biggest challenge with managing PLAs?

Your Answer:
  • a. Finding time/resources to manage the program
  • b. Scaling bid management
  • c. Getting the desired financial results from the program
  • d. Driving traffic to the channel
  • e. Controlling query matching to product targets
  • f. Creating a product target segmentation scheme
  • g. Analyzing PLA performance data
  • h. Other

Retailers struggle with a variety of challenges in managing PLAs. Smaller retailers struggle the most with internal resources.

There are several options to help relieve time and resource constraints:

  • Increase headcount
  • Outsource management to an agency
  • Integrate a PLA technology to streamline management

Learn more about the benefits PLA management technology here.

As product targeting schemes get more granular, bid management of PLAs is getting more complex.

In order to double return on PLAs, retailers must invest more time into frequent bid management in conjunction with a more granular targeting system.

How can you achieve this? Adlucent has done this through the use of its custom PLA management technology. Learn more here.

Retailers who are seeing variance between their goals and their results should do the following:

  • Make sure your goals match your vertical as results will vary
  • Segment your products in a more granular way for matching and bid management
  • Employ best practices โ€“ bid manage daily, query mining, add negatives, and update your feed

For more PLA best practices, check out our latest report.

Driving traffic to this channel is one of the biggest problems that retailers have had since the switch to a paid model happened in October of 2012.

TIP: Monitor query traffic through both PLAs and paid search to ensure that the Google Merchant Center feed incorporates top performing queries in the titles and descriptions of top selling products.

One Adlucent client wasn't getting much PLA traffic for their top performing text ad query. After adding the query to the title and description, reach increased 360%, revenue increased 480%, and CTR was up 18%.

Google's matching algorithm has not matured, causing disparity in ad and target matching.

TIP: Analyze queries to see how they are performing in order to identify which negatives should be added in order to funnel traffic to the highest performing product targets.

PLA technology can help you marry query, product target, Google performance, and revenue/order performance in one seamless interface. Request a demo.

Each retailer is unique, and their product targeting scheme should reflect that.

Best practices for product targeting:

  • Break out targets by brand, category, sub-category, and SKU
  • Separate targets by price point
  • Create targets for your top sales performers
Click here for a report that goes into more depth on product targeting.

Analysis and management of PLAs is disjointed as retailers currently have to log into AdWords, the GMC, and their revenue/order tracking system in order to analyze performance data.

TIP: PLA technology helps retailers streamline the management process by combining data from these separate platforms into one seamless UI.

If you are facing a challenge that was not listed above, please tell us about it. We'd love to hear about it and offer a solution. Click here to contact us.
01

How is your organization currently managing PLAs?

Your Answer:
  • a. In-house, manually
  • b. In-house, with the aid of a technology provider (Kenshoo, Marin, etc)
  • c. Through a feed management vendor (Mercent, Channel Adviser, etc)
  • d. Through an SEM agency (RKG, Efficient Frontier, etc)

Over 60% of the IR 1000 currently manages search in-house. Delivering exceptional results from product listing ads in addition to traditional text ads is challenging for most retailers.

With the addition of PLA technology, retailers can:

  • Quickly create product targets
  • Optimize the GMC in real-time
  • Manage bids at scale
  • Monitor performance with custom reporting
  • Better understand consumer intent and create more relevant ads

Learn more about the benefits PLA management technology here.

Over 35% of the IR 1000 work with an agency or technology provider to help manage search. While search technology can be very useful in managing traditional text and product listing ads, technology that is built specifically for Google Shopping can take your program to the next level.

Evaluate your current provider to make sure you can:

  • Quickly create product targets
  • Optimize the GMC in real-time
  • Manage bids at scale
  • Monitor performance with custom reporting
  • Better understand consumer intent and create more relevant ads

Feed management vendors were one of the first to offer PLA oriented services thanks to their ability to quickly update the Google Merchant Center feed. While they may be successful in some areas, they fall behind in others.

Critical features that feed management providers lack:

  • Bid management services
  • Ability to analyze queries

Technology that is built specifically for Google Shopping incorporates all of these key features. Learn more here.

Over 35% of the IR 1000 work with an agency or technology provider to help manage search. While search agencies have expertise that's useful in managing traditional text and product listing ads, technology that is built specifically for Google Shopping can take your program to the next level.

With the addition of PLA technology, retailers can:

  • Quickly create product targets
  • Optimize the GMC in real-time
  • Manage bids at scale
  • Monitor performance with custom reporting
  • Better understand consumer intent and create more relevant ads

Learn more about the benefits PLA management technology here.

02

What percentage of your organization's paid search budget is being driven to PLAs?

Your Answer:
  • a. 0-15%
  • b. 16-30%
  • c. 31-50%
  • d. 50%+

Retailers are spending an average of 30% of their paid search budget on PLAs, and 30% of nonbrand paid search dollars are being driven from them. Underinvesting in this channel could compromise your programs long-term growth potential.

Click here for a report that outlines ways to optimize your current program so that you can drive more value at a lower cost.

Congratulations! You are right in line with expectations for PLA spend. Industry benchmarks indicate that on average around 30% of traditional nonbrand paid search marketing dollars are currently being driven through PLAs. Make sure to continue to monitor the shift of spend over to this new channel and break out performance results separately from traditional paid search.
Congratulations! You are right in line with expectations for PLA spend. Industry benchmarks indicate that on average around 30% of traditional nonbrand paid search marketing dollars are currently being driven through PLAs. Make sure to continue to monitor the shift of spend over to this new channel and break out performance results separately from traditional paid search.

Retailers are spending an average of 30% of their paid search budget on PLAs, and 30% of nonbrand paid search dollars are being driven from them. Larger, SKU-based retailers are seeing an even greater shift over to PLAs.

TIP: Monitor the interaction between channels in order to ensure that increased investment in PLAs is not coming at the expense of investment to other channels.

Click here for a report that outlines ways to optimize your current program so that you can drive more value at a lower cost.

03

Are PLAs performing more or less efficiently (in terms of ROAS, A/S, CPA, or CPO) as compared to expectations?

Your Answer:
  • a. More efficiently
  • b. Less efficiently
  • c. Similar efficiencies

Great news! Your performance is in line with the industry average.

Adlucent retail clients are seeing:

  • 126% higher ROAS than traditional non-brand paid search
  • 13% lower CPCs
  • 77% higher CTR
  • 87% higher CVR

Industry results have shown PLAs to be more efficient than traditional nonbrand paid search.

Adlucent retail clients are seeing:

  • 126% higher ROAS than traditional non-brand paid search
  • 13% lower CPCs
  • 77% higher CTR
  • 87% higher CVR

Learn how you can optimize your program to achieve greater efficiency in this report.

Industry results have shown PLAs to be more efficient than traditional nonbrand paid search.

Adlucent retail clients are seeing:

  • 126% higher ROAS than traditional non-brand paid search
  • 13% lower CPCs
  • 77% higher CTR
  • 87% higher CVR
Learn how you can optimize your program to achieve greater efficiency in this report.
04

How many hours is your organization spending each week managing PLAs?

Your Answer:
  • a. 0-4 hours
  • b. 5-8 hours
  • c. 9-12 hours
  • d. 12+ hours

While the number of hours varies due to promotions, seasonality, and new product rollouts, Adlucent's clients spend an average of 4-8 hours per week managing PLAs.

TIP: Technology driven PLA management saves time by linking the product feed, product targets, queries, and reporting into one interface.

While the number of hours varies due to promotions, seasonality, and new product rollouts, Adlucent's clients spend an average of 4-8 hours per week managing PLAs.

TIP: Technology driven PLA management saves time by linking the product feed, product targets, queries, and reporting into one interface.

While the number of hours varies due to promotions, seasonality, and new product rollouts, Adlucent's clients spend an average of 4-8 hours per week managing PLAs.

TIP: Technology driven PLA management saves time by linking the product feed, product targets, queries, and reporting into one interface.

While the number of hours varies due to promotions, seasonality, and new product rollouts, Adlucent's clients spend an average of 4-8 hours per week managing PLAs.

TIP: Technology driven PLA management saves time by linking the product feed, product targets, queries, and reporting into one interface.

05

What is your organization's biggest challenge with managing PLAs?

Your Answer:
  • a. Finding time/resources to manage the program
  • b. Getting the desired financial results from the program
  • c. Driving traffic to the channel
  • d. Analyzing PLA performance data
  • e. Other

Retailers struggle with a variety of challenges in managing PLAs. Smaller retailers struggle the most with internal resources.

There are several options to help relieve time and resource constraints:

  • Increase headcount
  • Outsource management to an agency
  • Integrate a PLA technology to streamline management

Learn more about the benefits PLA management technology here.

Retailers who are seeing variance between their goals and their results should do the following:

  • Make sure your goals match your vertical as results will vary
  • Segment your products in a more granular way for matching and bid management
  • Employ best practices โ€“ bid manage daily, query mining, add negatives, and update your feed

For more PLA best practices, check out our latest report.

Driving traffic to this channel is one of the biggest problems that retailers have had since the switch to a paid model happened in October of 2012.

TIP: Monitor query traffic through both PLAs and paid search to ensure that the Google Merchant Center feed incorporates top performing queries in the titles and descriptions of top selling products.

One Adlucent client wasn't getting much PLA traffic for their top performing text ad query. After adding the query to the title and description, reach increased 360%, revenue increased 480%, and CTR was up 18%.

Analysis and management of PLAs is disjointed as retailers currently have to log into AdWords, the GMC, and their revenue/order tracking system in order to analyze performance data.

TIP: PLA technology helps retailers streamline the management process by combining data from these separate platforms into one seamless UI.

If you are facing a challenge that was not listed above, please tell us about it. We'd love to hear about it and offer a solution. Click here to contact us.

01

How is your organization currently managing PLAs?

Your Answer:
  • a. In-house
  • b. In-house, with the aid of a technology provider (Kenshoo, Marin, etc)
  • c. Through a feed management vendor (Mercent, Channel Adviser, etc)
  • d. Through an SEM agency (RKG, Efficient Frontier, etc)

Over 60% of the IR 1000 currently manages search in-house. Delivering exceptional results from product listing ads in addition to traditional text ads is challenging for most retailers.

With the addition of PLA technology, retailers can:

  • Quickly create product targets
  • Optimize the GMC in real-time
  • Manage bids at scale
  • Monitor performance with custom reporting
  • Better understand consumer intent and create more relevant ads

Learn more about the benefits PLA management technology here.

Over 35% of the IR 1000 work with an agency or technology provider to help manage search. While search technology can be very useful in managing traditional text and product listing ads, technology that is built specifically for Google Shopping can take your program to the next level.

Evaluate your current provider to make sure you can:

  • Quickly create product targets
  • Optimize the GMC in real-time
  • Manage bids at scale
  • Monitor performance with custom reporting
  • Better understand consumer intent and create more relevant ads

Feed management vendors were one of the first to offer PLA oriented services thanks to their ability to quickly update the Google Merchant Center feed. While they may be successful in some areas, they fall behind in others.

Critical features that feed management providers lack:

  • Bid management services
  • Ability to analyze queries

Technology that is built specifically for Google Shopping incorporates all of these key features. Learn more here.

02

What percentage of your organization's paid search budget is being driven to PLAs?

Your Answer:
  • a. 0-15%
  • b. 16-30%
  • c. 31-50%
  • d. 50%+

Retailers are spending an average of 30% of their paid search budget on PLAs, and 30% of nonbrand paid search dollars are being driven from them. Underinvesting in this channel could compromise your programs long-term growth potential.

Click here for a report that outlines ways to optimize your current program so that you can drive more value at a lower cost.

Congratulations! You are right in line with expectations for PLA spend. Industry benchmarks indicate that on average around 30% of traditional nonbrand paid search marketing dollars are currently being driven through PLAs. Make sure to continue to monitor the shift of spend over to this new channel and break out performance results separately from traditional paid search.
Congratulations! You are right in line with expectations for PLA spend. Industry benchmarks indicate that on average around 30% of traditional nonbrand paid search marketing dollars are currently being driven through PLAs. Make sure to continue to monitor the shift of spend over to this new channel and break out performance results separately from traditional paid search.

Retailers are spending an average of 30% of their paid search budget on PLAs, and 30% of nonbrand paid search dollars are being driven from them. Larger, SKU-based retailers are seeing an even greater shift over to PLAs.

TIP: Monitor the interaction between channels in order to ensure that increased investment in PLAs is not coming at the expense of investment to other channels.

Click here for a report that outlines ways to optimize your current program so that you can drive more value at a lower cost.

03

Are PLAs performing more or less efficiently (in terms of ROAS, A/S, CPA, or CPO) as compared to expectations?

Your Answer:
  • a. More efficiently
  • b. Less efficiently
  • c. Similar efficiencies

Great news! Your performance is in line with the industry average.

Adlucent retail clients are seeing:

  • 126% higher ROAS than traditional non-brand paid search
  • 13% lower CPCs
  • 77% higher CTR
  • 87% higher CVR

Industry results have shown PLAs to be more efficient than traditional nonbrand paid search.

Adlucent retail clients are seeing:

  • 126% higher ROAS than traditional non-brand paid search
  • 13% lower CPCs
  • 77% higher CTR
  • 87% higher CVR

Learn how you can optimize your program to achieve greater efficiency in this report.

Industry results have shown PLAs to be more efficient than traditional nonbrand paid search.

Adlucent retail clients are seeing:

  • 126% higher ROAS than traditional non-brand paid search
  • 13% lower CPCs
  • 77% higher CTR
  • 87% higher CVR

Learn how you can optimize your program to achieve greater efficiency in this report.

04

How many hours is your organization spending each week managing PLAs?

Your Answer:
  • a. 0-4 hours
  • b. 5-8 hours
  • c. 9-12 hours
  • d. 12+ hours

While the number of hours varies due to promotions, seasonality, and new product rollouts, Adlucent's clients spend an average of 4-8 hours per week managing PLAs.

TIP: Technology driven PLA management saves time by linking the product feed, product targets, queries, and reporting into one interface.

While the number of hours varies due to promotions, seasonality, and new product rollouts, Adlucent's clients spend an average of 4-8 hours per week managing PLAs.

TIP: Technology driven PLA management saves time by linking the product feed, product targets, queries, and reporting into one interface.

While the number of hours varies due to promotions, seasonality, and new product rollouts, Adlucent's clients spend an average of 4-8 hours per week managing PLAs.

TIP: Technology driven PLA management saves time by linking the product feed, product targets, queries, and reporting into one interface.

While the number of hours varies due to promotions, seasonality, and new product rollouts, Adlucent's clients spend an average of 4-8 hours per week managing PLAs.

TIP: Technology driven PLA management saves time by linking the product feed, product targets, queries, and reporting into one interface.

05

What is your organization's biggest challenge with managing PLAs?

Your Answer:
  • a. Finding time/resources to manage the program
  • b. Getting the desired financial results from the program
  • c. Driving traffic to the channel
  • d. Analyzing PLA performance data
  • e. Other

Retailers struggle with a variety of challenges in managing PLAs. Smaller retailers struggle the most with internal resources.

There are several options to help relieve time and resource constraints:

  • Increase headcount
  • Outsource management to an agency
  • Integrate a PLA technology to streamline management

Learn more about the benefits PLA management technology here.

Retailers who are seeing variance between their goals and their results should do the following:

  • Make sure your goals match your vertical as results will vary
  • Segment your products in a more granular way for matching and bid management
  • Employ best practices โ€“ bid manage daily, query mining, add negatives, and update your feed

For more PLA best practices, check out our latest report.

Driving traffic to this channel is one of the biggest problems that retailers have had since the switch to a paid model happened in October of 2012.

TIP: Monitor query traffic through both PLAs and paid search to ensure that the Google Merchant Center feed incorporates top performing queries in the titles and descriptions of top selling products.

One Adlucent client wasn't getting much PLA traffic for their top performing text ad query. After adding the query to the title and description, reach increased 360%, revenue increased 480%, and CTR was up 18%.

Analysis and management of PLAs is disjointed as retailers currently have to log into AdWords, the GMC, and their revenue/order tracking system in order to analyze performance data.

TIP: PLA technology helps retailers streamline the management process by combining data from these separate platforms into one seamless UI.

If you are facing a challenge that was not listed above, please tell us about it. We'd love to hear about it and offer a solution. Click here to contact us.

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