Segment Your Product Listing Ads (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 product listing ads 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. Then, we will look at how you can segment product listing ads for query intent. Next, I will provide some examples which illustrate why this strategy is so important and how much value it can contribute to a business. To put it simply, retailers who do not segment product listing ads by query intent are at a competitive disadvantage in their marketplace, as they are unable to optimally invest their media budget.
What Does “Segmenting for Query Intent” Mean?
Segmenting PLAs for the intent of the users’ query means, in short, streamlining the way your marketing investment is distributed, across search queries, with the return which those queries are likely to yield based upon the probability of a shopper to purchase. Akin to an investment portfolio, some investments yield greater returns than others. If you’re a search marketer, then you’re aware that some keywords or search queries yield greater returns than others. Different keywords and search queries often hold different values to a business. Since clearly not all queries hold the same value, it is critical to segment product listing ads in order to maximize the return on your investment.
The Consumer Purchase Decision Process Applied to Search Queries
To illustrate why, let’s take a trip back to Marketing 101, where we learned that consumers generally follow the same steps on their path to purchase, progressing from need recognition, to seeking information, to evaluating alternatives and then finally making their purchase decision.