In an effort to improve PLA campaigns, Adlucent expanded the feed of eligible products, tapping into categories that had previously been ignored. Geo-targeted campaigns were created for products which could only be sold within a specified geographic radius of their retail store. In order to reduce wasted spend and increase conversions, SKUs with high click volume but low conversion rates were isolated and given high priority ID targets with low CPCs. Finally, after finding that higher AOV items were more frequently purchased on desktop, but that bids were being penalized due to the total performance of desktop and mobile traffic, Adlucent created new campaigns to manage mobile traffic separately from desktop bids.
Because search and PLA work best in tandem, both the Adlucent and client teams worked closely to ensure there were no gaps between these two programs. Adlucent utilized performance and product reports to fill in the missing pieces and perform regular cross-channel analysis. This attention to detail drove continuous improvements to the program.