06 Dec '12, 2pm

How To Take Control Over PLA’s & Product Search

How To Take Control Over PLA’s & Product Search

While there is no shortage of literature on managing product-level keywords and product listing ads (PLAs), it seems that lots of advertisers still struggle with creating the initial structure and its subsequent maintenance over time. If you are an online retailer and your business is significantly dependent on product level keywords and ads, you might be interested in hearing about a couple of ways those processes can be improved – your priority being to offer the most relevant results for product-related queries. Controlling Product Level Keywords/Ads In Traditional Paid Search There are many ways to build out paid search campaigns based off a product-level feed; however, most of them are not scalable with many feed updates. One is to use MS Excel to generate keyword strings and ad copy based off product-level information. I have personally utilizes this strategy before ...

Full article: http://searchengineland.com/taking-control-over-product-s...

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