The Adlucent Shopping team began by breaking apart the client’s PLA program. We focused on three primary areas including account architecture, feed optimization, and predictive bid management to ensure we were displaying the best product for each query while also efficiently managing spend. Through these efforts, we were able to improve the shopping experience for their customers by connecting them to the exact products they were looking for in the easiest way possible.
Next, we developed a plan to acquire new customers through PLAs. Where their efforts were initially quite small in scope, we opened up their search program by conducting a large clean-up effort paired with much-needed architecture changes as well. This opened up opportunities to leverage locations and audiences, getting more personalized with their target audiences.
By using customer location data, our PLA team created location-based ads that were focused on key locations that our client pinpointed as growth targets. We also layered on Custom Audiences to specific sets of individuals based upon actions and profiles.
By leveraging responsive ads that used unique methods of personalization and segmentation, we were able to create a custom message, thus increasing conversion rates.
In parallel with these efforts, our team also built out our client’s mobile program so they began reaching bottom-of-the-funnel consumers who were more action-oriented and likely to convert. We did this by evaluating their query data and increasing spend on actionable search terms such as “paper towels near me.” Since location-based queries have climbed 146% since January of 2015, we knew this was a channel our client could not afford to miss. Additionally, we helped our client look at the role mobile was playing in cross-device conversions so they could better see how mobile was influencing sales among omnichannel shoppers. After implementing each of these strategies, we began testing and optimizing their program so our client was prepared for the big holiday season ahead.