Over the past few years, retailers have seen steady growth in product listing ad (PLA) channels such as Google Shopping and Bing Shopping. Due to growing competition and rising CPCs, retailers who rely on PLAs as a significant source of revenue need to adopt a more sophisticated approach to PLA optimization in order to remain both competitive and profitable.
While the majority of retailers are optimizing their PLAs for product or product group performance, segmenting for combinations of products and queries can yield far superior results.
Read this white paper from Omnitail to learn how valuable query segmentation can be and why it should become a component of your PLA channel strategy.
Visit Digital Marketing Depot to download your copy.
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