20 Nov '15, 8am

4 Ways to Expand PLA Success in 2014 by @kmwrather via @sewatch

Google's Product Listing Ads (PLAs) have become one of the premier ways for online retailers to promote products and increase visibility on search engine results pages (SERPs). This holiday shopping season, global retailers doubled down on their PLA spending with a 196 percent year-over-year (YoY) increase. This investment paid off as retailers achieved a nearly nine-to-one return for every dollar spent on PLAs. This was only the second holiday season with paid Google Shopping ads as the default, but these results show PLAs gaining momentum quickly. PLAs provide efficiency for online retailers and should be expected to continue to grow well past the peak shopping season. As this format matures, the ecosystem will continue to innovate with techniques to seamlessly manage and integrate PLAs into marketers' overall digital plans. For consumers, this maturity means a more robu...

Full article: http://searchenginewatch.com/sew/how-to/2320990/4-ways-to...

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