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9 Actionable Customer Match Strategies For eCommerce Retailers

In late September, Google announced the rollout of their new Customer Match program – enabling advertisers to use their first party data for campaign segmentation. While the customer match program is currently limited to search (similar to RLSA), Gmail and YouTube campaigns, it is a tremendous leap forward for both Google and advertisers alike in terms of targeting capability and opportunities for improving performance, which will likely only grow from …Read More

Why Retailers Absolutely Must Segment Product Listing Ads (PLAs) for Query Intent

(Otherwise Known as Using Keywords in Google & Bing Shopping) Through the course of testing many popular PLA strategies in the last few years, we have found that segmenting PLAs by the intent of the users’ search has yielded the most radical improvements in profit for our clients. In this post, I will explain exactly what “segmenting for query intent” means, how you can segment your PLA channel for query …Read More