Over the past few years, retailers have seen steady growth in product listing ad (PLA) channels such as Google Shopping & Bing Shopping as a result of their capacity to qualify traffic prior to incurring cost. As a result, retailer investment in PLAs has steadily grown in recent years, and PLA channels have become increasingly crowded. Due to growing competition and rising CPCs, retailers who rely on PLAs as a significant source of their revenue need to adopt a more sophisticated approach to PLA optimization in order to remain both competitive and profitable.
In this white paper from Omnitail, they show you how valuable query segmentation can be and why it should become a component of your PLA channel strategy. They also show you how you can incorporate query segmentation into your PLA channel yourself.