We are excited to announce the release of the PLA Playbook. This detailed report includes best practices and advanced strategies for managing Shopping campaigns.
Shopping grew significantly over the past few years with PLAs now contributing 46% of all Google paid search clicks for retailers in Q2 of 2016. Find out how to capture shoppers within the changing search space by laying a strong foundation and continuing to find opportunities for incremental growth with tactics from our PLA Playbook.
In this report, our Shopping experts explain how to use tools and features like campaign priorities, custom labels, and product type, to structure campaigns that are tailored to retail business. Readers will learn how to find incremental growth opportunities even in existing and mature accounts and how to practice query-based targeting and people-based targeting to optimize Shopping campaigns, both from shoppers’ motivations and from previous interactions with your brand.
Another clear trend that has strongly influenced e-commerce and Shopping, is the growth of mobile. Mobile spend on PLAs grew 135% in Q2 of 2016. Retailers can now capture incremental value from mobile by setting data-driven bids and considering the cross-device and in-store influence that it has on their program as a whole.
For more trends in the Shopping space, and for proven strategies to optimize your campaigns, download the PLA Playbook now.