Since Google Product Listing Ads (PLA) became the default for Google Shopping retailers have been ramping up their processes for creating and optimizing this ad format.
According to a recent article in Business Insider, nearly 10,000 U.S. advertisers are now taking advantage of Google PLAs (up 54.7% in June) and running approximately 156,000 product listing ads (up 20.8% from the previous quarter) as reported by Jefferies. In addition, Jefferies reported that Kenshoo is the top provider for PLA advertisers, generating almost 3 times the total number of PLA ads than the second largest supplier.
We’re proud to be a leader in Product Listing Ads and to continue to expand our knowledge on this topic. Last month we shared 8 best practices for PLAs and today, we’re excited to discuss some specific results that one Kenshoo client, Business Supply and its agency, Chacka Marketing, saw while utilizing the robust PLA functionality offered through the Kenshoo platform.
Business Supply is a leading online retailer of office supplies and furniture, as well as cleaning and breakroom products for small/medium businesses and home consumers. By the numbers: Business Supply’s online catalogue is made up of over 35,000 products.
Business Supply knew there was opportunity in PLAs but they faced many of the common challenges this new environment presented, including how to:
- Build out product targets
- Manage its feeds
- Scale efficiently
- Automate PLA optimization
- Track PLA activity
- Bid and budget appropriately
Through Chacka Marketing and Kenshoo, Business Supply found it could manage, track, and optimize Product Listing Ads and grow its PLA program efficiently. Beyond the efficiencies gained, Business Supply really saw the needle move when it came to performance metrics.
Through Kenshoo custom PLA bid policies, which take the guesswork out of PLA bidding, Business Supply saw the following results:
For retailers, PLAs can be a fundamental piece of your paid search strategy when utilized effectively. Curious to learn more about PLAs? Visit Kenshoo.com/PLA and be sure to download your copy of the Business Supply – Chacka Marketing success story.