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PLA Playbook 2.0

Attract more shoppers with Google’s new ad formats and campaign options

Merkle is launching its second Product Listing Ad (PLA) Playbook to keep you updated on the newest developments in Google Shopping and how to effectively incorporate them into your campaigns.

Our suggested optimizations are more important than ever, with PLAs generating 75% of non-brand paid search clicks for retailers.

Through pointed recommendations, with data to back them up, the PLA Playbook provides key insights on several essential pieces of Shopping Campaign management. Download the PLA Playbook to learn about:

  • 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