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Digital Marketing News & Best Practices - Adlucent Search Pros(e)

PLA 2.0: Step Up Your PLA Game with These Advanced Tips

Posted by Andrea McFarling on August 4, 2016

Since 2012, product ads have been chipping away at text ad’s screen share on Google’s Search Engine Results Page. Just last year, we saw PLA’s overtake text ads in terms of click share, and in the first half of this year they account for 54%1 of paid search clicks and 53%1 of wallet share, signaling a growth in both consumer and advertiser demand for the image based ad type.

While you’d have a hard time finding a retailer who isn’t investing in PLAs, it’s easy to find those who haven’t fully optimized their existing programs. For example, one of our clients is a billion-dollar multichannel retailer. Despite having a good PLA program in place, we found huge performance opportunities once we took over the account and implemented our unique methodology. These changes allowed us to grow their PLA revenue by over 130% and traffic by over 225% year over year.

We see this a lot, which is why we partnered with Google to develop strategies that retailers can use to take their PLA program from “ok” or even “good,” to best in class. On August 17th, Kevin Wetherby, a key member of Google’s Shopping team will join Adlucent PLA Manager, Luke Stewart, to walk through a few strategies that can improve your existing program and performance. They’ll outline changes that you can make to your product feed, help identify hidden new opportunities for growth, and show you how to take your overall PLA strategy to a new level—from expanding and optimizing your product feed to restructuring your account—that will truly move the needle.

Holiday planning is getting underway, so now is the time to gather the best strategies for a profitable season. We look forward to seeing you there!

You can register for the webinar here. One lucky attendee will win a New Apple TV during the drawing at the end of the live event.

Kevin Wetherby, Luke Stewart

1Adlucent data

Topics: Featured Post, Google, google, holiday, holidays, performance, pla, PLAs, product listing ad, retail, retailer, revenue, strategy


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