What’s Wrong with this Product Listing Ad? You Decide.
In our last post, we looked at a PLA to see if the product featured in the ad was aligned to consumer intent. Let’s now take a look at how timing effects the performance. Are the products you’re promoting aligned with a shoppers buying cycle? Here’s a good example of one that’s not. Can you figure out what’s wrong with this PLA?
Solitaire diamond rings are available in all sizes and price points. As you can see in the example above, the rings range from just under $70 to nearly $11,000. While the $70 ring is much more affordable than the others, that doesn’t mean it will get the highest number of clicks. In fact, the low price may cause shoppers to question the quality of the ring, or even worse, the brand.
Retailers should determine the average price at which a customer converts and then create price buckets based on that data. This information should be pulled by category, then segmented by new versus existing customer.
In this situation, the $69.95 and $10,999 rings may not belong. If this is the case, they should be negated for this particular query.
How do you determine the right price point for your product ads?
[custom_author=Stephanie Bailey ]
Adlucent is the performance marketing agency that proves outperformance has no limit. Powered by our purpose-built platform, Deep Search™, Adlucent unifies the best of human and machine for a scientific approach to marketing. We work transparently in partnership with B2C and B2B retailers and brands to create custom, predictive programs that drive ever-better outcomes. Our services include paid search, shopping, social, Amazon, display media, video, performance creative, consulting, and measurement. Headquartered in Austin, Texas, Adlucent is part of Advantage Solutions and ranked one of the top marketing companies in the U.S. by AdAge.