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.
Sponsored by Omnitail
At Omnitail, we do online marketing differently. Most agencies rely on KPIs like ROAS, A/S, and CPO/CPA — but those metrics don’t tell you the whole story. That’s why we manage our accounts to a different metric: operating profit. Our analysts evaluate every account, calibrate bidding strategy to create incremental profit, and maximize it. This flexible approach allows us to adjust to factors such as seasonality and changing business goals, making each dollar count. Success through metrics like profit — not just revenue — equals greater accountability, integrity, and transparency: and that’s what Omnitail is all about. www.omnitail.net