Merkle (www.merkleinc.com), a leading technology-enabled, data-driven performance marketing agency, announced that it has released its second annual Product Listing Ad (PLA) Playbook. The PLA Playbook is a marketer’s guide to understanding the newest developments in Google Shopping and how to successfully incorporate them into campaigns. Serving as a trusted retail marketing resource, the complimentary, downloadable report outlines best practices and provides key insights on several essential pieces of the Shopping campaign movement.
The PLA Playbook delivers insights on how to drive new growth with advanced strategies for Shopping and provides case studies to learn from other retailers’ strategies. This report features original articles on the following topics:
- Appropriately bidding and evaluating mobile traffic
- Supporting in-store performance through Local Inventory Ads
- Tailoring bids and product service through audience segmentation
- Using advanced campaign structuring to serve the right products on the right queries
- Optimizing product feeds for both shoppers and search engines
“Google’s Product Listing Ads are more important than ever before, generating 75% of non-brand paid search clicks for retailers. It is imperative for retailers to have a firm understanding of the changes and developments within the Shopping space to drive strong performance in their campaigns. We are excited to share the best practices and new strategies as it represents the kind of thought leadership that is expected from Merkle,” said Todd Bowman, senior director, SEM and Feeds at Merkle.
Marketers can learn more about the PLA Playbook by attending the complimentary webinar on Wednesday, November 15 at 2:00 p.m. ET or by visiting the Merkle website.