Retailers use Product Listing Ads (PLAs) to display specific items at the top of a search engine pages. Managing these ads can be a hefty task, especially if the retailer has no way to monitor the success of each one.
BrandVerity has launched an extension to its Paid Search Monitoring service that is designed to monitor and provide users with visibility into PLA performance. Users can track top sellers that appear with a set of keywords, evaluate competition on specific products and monitor searches to see which PLAs are displayed most frequently.
The solution provides reporting into a variety of metrics, including:
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- PLA frequency, or percentage of search engine results pages that include PLAs;
- PLA share of both the user and/or other specific sellers;
- Price ranking, or how frequently a seller has the lowest price;
- Average price for a particular product; and
- Top PLA Keywords.
“As search advertising continues to evolve,” said Dave Naffziger, CEO of BrandVerity, “we will prioritize features that expand our clients’ visibility and insights so they can ensure that their brands are represented strongly.”
