Is there a long tail in PLAs? Does it pay off for retailers to
advertise all of their products in their Google product listing ad (PLA)
campaigns? Or should they stay focused on top sellers and high margin
items?
Sitting on a trove of data from large scale Google Shopping
campaigns, a team at PLA management platform Adchemy decided to dig in
to see if advertisers really do benefit from a long tail effect — small
volume conversions across a large number of products — when they
advertise their entire catalogs in PLAs.
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