Every day, the search landscape is getting more and more competitive. Without a solid account structure and strategy, higher costs (CPCs) could be devastating to the effectiveness of your program. While this is more obvious during the holidays when competition is at its highest, throughout the rest of the year it’s possible you can increase your investment and still not realize a return on your ad spend.
Rakuten Marketing Blog
How can testing differentiate you from your paid search competitors?
Sarah Martin, Senior SEM Specialist, offers a tip “getting whitelisted for Google Betas can open the door for new opportunities by allowing you to be the first to test new products that fall in line with your client’s goals and strategies.”
Testing is in our blood at Rakuten Search. One thing we’ve discovered over the years is that even a test that doesn’t perform well, it isn’t necessarily a bad thing. Simply put, if a test doesn’t work out as planned, you can – and you should – leverage your learnings from it moving forward. Each test is an opportunity to explore growth and without researching new strategies or tactics, it’s very difficult to find them.
Do you think PLAs are important to target on mobile devices and do you think they have a positive impact on overall performance?
PLAs, like Google Shopping, do play a pretty important role - even though we’ve seen some clients may initially be hesitant to test mobile PLAs because of mobile's lower conversion rate. Or perhaps the return isn’t as comparable to desktop performance, but it could also be an untapped opportunity.