PLA

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Optimising a Shopping feed to enhance PLA campaigns

Optimising a Shopping feed to enhance PLA campaigns

2016 quite possibly marked the biggest shake-up to search since the introduction of enhanced campaigns. The removal of right hand side ads has caused a stir with more ad format changes due imminently. We’ve seen Google shift its focus to a more performance-based model with clear investment going towards improving mobile and Shopping performance for Paid Search with a particular emphasis on eCommerce. The removal of right hand side ads has bumped up Shopping results with Google testing the positioning, and over the last few month’s expandable Shopping ads.

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Press

Google Shopping changes afoot: Feed optimisation will sit at the core of advertisers paid search strategies from Feb onwards

Google has announced its shopping space, Google Shopping, will, for merchants, shift to a paid model of Product Listing Ads (PLAs). Come July, Google will display one view of the Product Universe whilst effectively ‘forcing’ merchants to provide improved quality of inventory and accuracy of data. Advertisers will need to optimise and manage their product feeds, which for many will require further expertise and ultimately more time and resource. Furthermore, the feed will need to be optimised in real-time and in line with Google’s product feed specification.

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Blog Posts

Google Shopping: Get Ready for the Big Changes!

Google has announced its shopping space, Google Shopping, will, for merchants, shift to a paid model of Product Listing Ads (PLAs). This will be rolled out in countries where PLAs are currently live including the UK. Migration will commence 13 February 2013 and completed by Q2 2013. Come July, the results will be only in the format of paid PLAs and the previous natural shopping results will no longer appear.

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