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Retailers Increase Return on Ad Spend From Google Product Listing Ads 89 Percent with Kenshoo Custom PLA Bid Policies
Using new functionality from Kenshoo, retailers find Product Listing Ads, Google Shopping's new default ad type, more effective at driving online sales revenue
SAN FRANCISCO, November 1, 2012 /PRNewswire/ --
Kenshoo [http://www.kenshoo.com ] (http://www.kenshoo.com), a global leader in
digital marketing software, today released key performance metrics based on the analysis
of more than 270 million global impressions and clicks aggregated from merchants managing
Google Product Listing Ads (PLAs) through Kenshoo during the first month following the
release of new Kenshoo PLA functionality [http://www.kenshoo.com/PLA_PR ].
(Logo:
http://photos.prnewswire.com/prnh/20120907/559592 )
"Kenshoo was first to market among SEM platforms with a PLA solution, and they've
continued to deliver added-value functionality," said Daniel Laury, President and CEO at
Geary LSF Group [http://www.gearylsf.com ]. "Through Kenshoo, our teams are able to create
and manage integrated PLA campaigns that deliver strong results."
Overall, retailers managing PLAs through Kenshoo increased sales revenue driven by
PLAs by 607 percent during the period, while increasing spending on PLAs by 348 percent.
Further, retailers that activated Kenshoo custom PLA bid policies saw 89 percent
improvement in return on ad spend. As Google transitions PLAs to be the default ad type
for Google Shopping, top retailers have turned their attention toward and invested heavily
to optimize Google's PLA format, expanding the role of PLAs and often making the ad type a
foundational element of comprehensive search programs.
Comparatively, Kenshoo found Google PLAs outperformed text search ads in many ways:
- Click-through rate (CTR) was 73 percent higher
- Conversion rate (CVR) was 35 percent higher
- Average cost-per-click (CPC) was 36 percent lower
- Return on ad spend (ROAS) was 46 percent higher
Kenshoo clients employing Kenshoo's PLA bid policies boosted results further:
- CTR increased by an additional 4 percent
- CVR increased by an additional 34 percent
- Average CPC decreased by an additional 31 percent
- ROAS increased by an additional 89 percent
As Kenshoo covered in its recent quarterly report on global search advertising trends
[http://www.kenshoo.com/GlobalSearchAdvertisingTrendsPROct2012 ], Google Shopping moved to
an all paid model in the U.S. on October 17, 2012, with the U.K. and Europe expected to
follow in 2013. This means only merchants who leverage PLAs will appear in the search
results, making these findings especially significant.
"Retailers using Kenshoo to manage PLAs saw impressive results leading to large
increases in spend, and we expect these trends to continue in 2013 and beyond as marketers
get more savvy using tools like Kenshoo to drive tangible results," said Will Martin-Gill,
General Manager of Kenshoo Enterprise and Kenshoo Local. "Marketers should consider these
metrics when determining their campaign goals, especially since site traffic and sales
will only continue to increase as the holiday season nears and they seek to engage
consumers and expand visibility for their products."
Kenshoo's PLA enhancements include comprehensive product-level tracking, reporting,
and management for Google Shopping as well as a custom PLA bid policy. Kenshoo's
patent-pending PLA offering eliminates the need for search marketers to manage tracking
within data feeds. PLAs and Product Targets can be managed and tracked directly within the
Kenshoo user interface. The Kenshoo algorithm clusters data based on historical
performance and predicts PLA revenue per click to set bids. New Kenshoo reports such as
the Fusion Report for Product Targets provide marketers with a holistic look at the
performance of each PLA placement and its impact on sales conversions. Additionally,
Kenshoo's path-to-conversion reports show the interplay between PLAs and other channels
for optimal attribution and bidding decisions. Finally, Kenshoo provides a negative
keyword suggestion report for PLA campaigns to prevent irrelevant clicks, reduce costs and
improve quality scores.
Please visit Kenshoo.com/PLA [http://www.kenshoo.com/PLA ] to view an infographic
summarizing key PLA metrics from Kenshoo's analysis and learn more about Kenshoo's PLA
functionality.
About Kenshoo
Kenshoo is a digital marketing software [http://kenshoo.com ] company that engineers
technology solutions for search marketing, social media and online advertising. Brands,
agencies and marketing providers use Kenshoo Enterprise, Kenshoo Local and Kenshoo Social
to direct more than $25 billion in annual client sales revenue. The Kenshoo Universal
Platform delivers automation, intelligence, integration and scale to make better marketing
investments. With campaigns running in more than 190 countries, Kenshoo clients include
CareerBuilder, Expedia, Facebook, KAYAK, Havas Digital, Hitwise, iREP, John Lewis,
LendingTree, Resolution Media, Sears, Starcom MediaVest Group, Tesco, Travelocity,
Walgreens, and Zappos. Kenshoo has 16 international locations and is backed by Sequoia
Capital and Arts Alliance. Please visit http://www.Kenshoo.com for more information.
Kenshoo is a trademark of Kenshoo Ltd. Other company and brand names may be trademarks
of their respective owners.
Photo:
http://photos.prnewswire.com/prnh/20120907/559592
Photo:http://photos.prnewswire.com/prnh/20120907/559592
http://photoarchive.ap.org/
Kenshoo
CONTACT: Addie Reed, PReturn Inc., +1-312-432-9406, areed@preturn.com
Retailers Increase Return on Ad Spend From Google Product Listing Ads 89 Percent with Kenshoo Custom PLA Bid Policies
Using new functionality from Kenshoo, retailers find Product Listing Ads, Google Shopping's new default ad type, more effective at driving online sales revenue
SAN FRANCISCO, November 1, 2012 /PRNewswire/ --
Kenshoo [http://www.kenshoo.com ] (http://www.kenshoo.com), a global leader in
digital marketing software, today released key performance metrics based on the analysis
of more than 270 million global impressions and clicks aggregated from merchants managing
Google Product Listing Ads (PLAs) through Kenshoo during the first month following the
release of new Kenshoo PLA functionality [http://www.kenshoo.com/PLA_PR ].
(Logo:
http://photos.prnewswire.com/prnh/20120907/559592 )
"Kenshoo was first to market among SEM platforms with a PLA solution, and they've
continued to deliver added-value functionality," said Daniel Laury, President and CEO at
Geary LSF Group [http://www.gearylsf.com ]. "Through Kenshoo, our teams are able to create
and manage integrated PLA campaigns that deliver strong results."
Overall, retailers managing PLAs through Kenshoo increased sales revenue driven by
PLAs by 607 percent during the period, while increasing spending on PLAs by 348 percent.
Further, retailers that activated Kenshoo custom PLA bid policies saw 89 percent
improvement in return on ad spend. As Google transitions PLAs to be the default ad type
for Google Shopping, top retailers have turned their attention toward and invested heavily
to optimize Google's PLA format, expanding the role of PLAs and often making the ad type a
foundational element of comprehensive search programs.
Comparatively, Kenshoo found Google PLAs outperformed text search ads in many ways:
- Click-through rate (CTR) was 73 percent higher
- Conversion rate (CVR) was 35 percent higher
- Average cost-per-click (CPC) was 36 percent lower
- Return on ad spend (ROAS) was 46 percent higher
Kenshoo clients employing Kenshoo's PLA bid policies boosted results further:
- CTR increased by an additional 4 percent
- CVR increased by an additional 34 percent
- Average CPC decreased by an additional 31 percent
- ROAS increased by an additional 89 percent
As Kenshoo covered in its recent quarterly report on global search advertising trends
[http://www.kenshoo.com/GlobalSearchAdvertisingTrendsPROct2012 ], Google Shopping moved to
an all paid model in the U.S. on October 17, 2012, with the U.K. and Europe expected to
follow in 2013. This means only merchants who leverage PLAs will appear in the search
results, making these findings especially significant.
"Retailers using Kenshoo to manage PLAs saw impressive results leading to large
increases in spend, and we expect these trends to continue in 2013 and beyond as marketers
get more savvy using tools like Kenshoo to drive tangible results," said Will Martin-Gill,
General Manager of Kenshoo Enterprise and Kenshoo Local. "Marketers should consider these
metrics when determining their campaign goals, especially since site traffic and sales
will only continue to increase as the holiday season nears and they seek to engage
consumers and expand visibility for their products."
Kenshoo's PLA enhancements include comprehensive product-level tracking, reporting,
and management for Google Shopping as well as a custom PLA bid policy. Kenshoo's
patent-pending PLA offering eliminates the need for search marketers to manage tracking
within data feeds. PLAs and Product Targets can be managed and tracked directly within the
Kenshoo user interface. The Kenshoo algorithm clusters data based on historical
performance and predicts PLA revenue per click to set bids. New Kenshoo reports such as
the Fusion Report for Product Targets provide marketers with a holistic look at the
performance of each PLA placement and its impact on sales conversions. Additionally,
Kenshoo's path-to-conversion reports show the interplay between PLAs and other channels
for optimal attribution and bidding decisions. Finally, Kenshoo provides a negative
keyword suggestion report for PLA campaigns to prevent irrelevant clicks, reduce costs and
improve quality scores.
Please visit Kenshoo.com/PLA [http://www.kenshoo.com/PLA ] to view an infographic
summarizing key PLA metrics from Kenshoo's analysis and learn more about Kenshoo's PLA
functionality.
About Kenshoo
Kenshoo is a digital marketing software [http://kenshoo.com ] company that engineers
technology solutions for search marketing, social media and online advertising. Brands,
agencies and marketing providers use Kenshoo Enterprise, Kenshoo Local and Kenshoo Social
to direct more than $25 billion in annual client sales revenue. The Kenshoo Universal
Platform delivers automation, intelligence, integration and scale to make better marketing
investments. With campaigns running in more than 190 countries, Kenshoo clients include
CareerBuilder, Expedia, Facebook, KAYAK, Havas Digital, Hitwise, iREP, John Lewis,
LendingTree, Resolution Media, Sears, Starcom MediaVest Group, Tesco, Travelocity,
Walgreens, and Zappos. Kenshoo has 16 international locations and is backed by Sequoia
Capital and Arts Alliance. Please visit http://www.Kenshoo.com for more information.
Kenshoo is a trademark of Kenshoo Ltd. Other company and brand names may be trademarks
of their respective owners.
Photo:
http://photos.prnewswire.com/prnh/20120907/559592
Photo:http://photos.prnewswire.com/prnh/20120907/559592
http://photoarchive.ap.org/
Kenshoo
CONTACT: Addie Reed, PReturn Inc., +1-312-432-9406, areed@preturn.com