Merkle Releases Annual PLA Playbook

November 9, 2017
Columbia, MD

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.

About Merkle

Merkle is a leading data-driven, technology-enabled, global performance marketing agency that specializes in the delivery of unique, personalized customer experiences across platforms and devices. For more than 30 years, Fortune 1000 companies and leading nonprofit organizations have partnered with Merkle to maximize the value of their customer portfolios. The agency’s heritage in data, technology, and analytics forms the foundation for its unmatched skills in understanding consumer insights that drive people-based marketing strategies. Its combined strengths in performance media, customer experience, customer relationship management, loyalty, and enterprise marketing technology drive improved marketing results and competitive advantage. With 5,200 employees, Merkle is headquartered in Columbia, Maryland, with 24 additional offices in the US and 21 offices in Europe and APAC. In 2016, the agency joined the Dentsu Aegis Network. For more information, contact Merkle at 1-877-9-Merkle or visit www.merkleinc.com.

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