PLAs have to potential to make or break your holiday season; with Black Friday and Cyber Monday around the corner, PLA problems and opportunities should be addressed immediately. Columnist Kevin Lee offers 10 tips to help your PLAs perform better over the holidays and beyond.
As a retailer (depending on your industry category) you will likely find that the percentage of your budget that should be allocated to PLA advertising could range from ten to over forty percent this holiday season. Plus, because of changes Google has made and because more of your competition are discovering the power of PLAs to drive revenue, the bids necessary to achieve position will be higher than last year.
PLAs have to potential to make or break your holiday season and since Black Friday and Cyber Monday are right around the corner, you need to address PLA problems and opportunities immediately.
Here are ten tips to help you optimize and improve your product listing ads performance this holiday season:
Have a great Cyber Monday and holiday shopping season! Remember the Pareto rule for the greatest success with your PLAs this season: work on the parts of your campaign with the highest opportunities.
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Kevin Lee, Didit cofounder and executive chairman, has been an acknowledged search engine marketing expert since 1995. His years of SEM expertise provide the foundation for Didit's proprietary Maestro search campaign technology. The company's unparalleled results, custom strategies, and client growth have earned it recognition not only among marketers but also as part of the 2007 Inc 500 (No. 137) as well as three-time Deloitte's Fast 500 placement. Kevin's latest book, "Search Engine Advertising" has been widely praised.
Industry leadership includes being a founding board member of SEMPO and its first elected chairman. "The Wall St. Journal," "BusinessWeek," "The New York Times," Bloomberg, CNET, "USA Today," "San Jose Mercury News," and other press quote Kevin regularly. Kevin lectures at leading industry conferences, plus New York, Columbia, Fordham, and Pace universities. Kevin earned his MBA from the Yale School of Management in 1992 and lives in Manhattan with his wife, a New York psychologist and children.
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