The e-retailer spends at least 50% of its monthly display ad budget on the highly targeted, data-driven—and often cheap—ad placements using programmatic platforms.
Kenshoo’s PLA enhancements include comprehensive management, tracking and reporting for Google Shopping.
San Francisco (September 4, 2012) – Kenshoo (www.Kenshoo.com), a global leader in digital marketing software, today launched new Product Listing Ads (PLA) functionality as part of Kenshoo Enterprise 4.8 and Kenshoo Local 2.8 to help marketers manage Google Shopping placements more effectively and efficiently. Kenshoo’s PLA enhancements include comprehensive management, tracking and reporting for Google Shopping as well as a custom PLA bid policy that increased return on investment more than 50 percent for some advertisers during a beta period.
"Kenshoo is on the cutting edge when it comes to search marketing technology," said Jordan Levy, SEM manager at Gaiam, a leading producer and marketer of lifestyle media and fitness accessories. "Kenshoo keeps us ahead of the curve and its latest PLA functionality gives us even more confidence that we're working with the best. Google Shopping will have a big impact for retailers this holiday season and we're excited by what Kenshoo has to offer."
Kenshoo’s patent-pending PLA offering eliminates the need for search marketers to manage tracking within data feeds. Product Listing Ads 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 PLA and other channels for optimal attribution and bidding decisions.
“The sun-setting of Google Product Search in favor of PLA-based Google Shopping platform changes the game for retailers,” said William Martin-Gill, general manager, Kenshoo Enterprise and Kenshoo Local. “The paid Google Shopping model creates new opportunities for retailers to control the way they capture demand for their products but requires a new approach and capabilities. When it comes to PLA, campaign management, bidding, and tracking all have different requirements than regular keywords and Kenshoo’s PLA capabilities, the most advanced among SEM management platforms, will help clients maximize results during the critical holiday period.”
To learn more about Kenshoo’s PLA functionality, please visit Kenshoo.com/PLA.
Kenshoo is a digital marketing software 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 www.Kenshoo.com for more information.