29 Nov '12, 5pm

Why Attribution Really Matters For Product Listing Ads

Efficient management of PLA campaigns matters more than ever before. With over 8% of spend on Google going to PLA for retailers, it has become very important for search marketers to manage their PLA campaigns well. This not only includes feed management but also campaign and bid management . PLA campaigns work earlier in the search funnel than regular search ads. Since about 1 in 4 PLA funnels are multi click funnels, consumers on average are clicking on PLA ads earlier in the conversion path as compared to regular search ads, where multi click funnels form only 10% of all paths. Multi click attribution really matters for PLA. Since 15% (often more) funnels that begin with a PLA ad end with a non PLA ad, looking at PLA performance from a last click perspective will underreport its performance by the same amount. To get a true understanding of the performance of PLA campaig...

Full article: http://searchengineland.com/why-attribution-really-matter...

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