If you’re not familiar with BloomReach’s other offerings, it includes technology that dynamically generates product pages, for example, from the site’s pre-existing inventory in order to answer specific queries.
This means that your inventory information should be as close to real-time as possible. Also, these users have very specific long-tail searches, making predictive-search capabilities extremely important.
PLA managers need to possess the tools and skills to process these data sets regularly (often multiple times per day) while also adding value to them as a response to changes in inventory, performance, competition, etc.
Before you flush your old site down the tubes you must first take an inventory of every page. We wrote a detailed post about how to perform a content audit and establish an inventory (you can download our template here).
You load all your product inventory into a feed (a structured spreadsheet, with an entry per product and descriptive fields determined by Google – e.g. You can choose your entire inventory as a target, or you can set a target to be one brand, or...
Leverage inventory levels and promotions, the same as you would (you would, wouldn’t you? Ever since last year’s rollout of the new product listing ad (PLA) system from Google, there’s been an ongoing debate about whether PLAs steal from paid search.
The product page offers multiple ways to engage, with a zoom button (subjectively probably not big enough), and plenty of other user-centric options such as writing reviews, checking inventory, etc. In the Home Depot example there appears to be...
However, with this much impression inventory, it’s also possible to generate a lot of spend with a poor ROI. Tight distribution control: The inventory within the GDN is robust and your campaign structure should help maintain tight control on your...
Compounding the problem is that consumer demand, market conditions, and inventory management are in constant flux. Consumers are spending less time on traditional search engines and more time on shopping engines like Amazon.
And it’s not as though great RTB inventory is hard to come by these days. Search marketers know plenty about campaigns that revolve around bidding, but that doesn't always mean they know the ins and outs of real-time bidding (RTB).
Note: I wonder to what extent Google has thought about using their ad inventory to further promote this section of the site. In addition to the common filtering attributes throughout the site, the Creative Sandbox section also enables a search for...
EBay sells a million different things – from shoes to concert tickets ¬ and their inventory is constantly changing. Now I search for "amazon designer jeans. Here are three reasons why you shouldn't stop running a paid search campaign.
He knows people who spent tens of thousands of dollars on new carts that never worked right, that never interfaced properly with shipping and inventory, and that killed their SEO rankings. Great advice for a hot-headed young hero until your direct...
For the rest of their sponsored keywords, Pottery Barn could explore ad copy and landing page testing to improve their CTRs on keyword terms that consumers associate with their store, and strengthen their overall branding efforts to expand...
But it's not so good for advertisers – especially early adopters who now have to wave goodbye to long-enjoyed undervalued mobile search ad inventory. For years Google has tried to court SMBs into search marketing through various means.
The deal calls for Yahoo to supply Google with some of its unsold inventory in exchange for Google showing small business ads on Yahoo sites. Google already controls 85 percent of U.S.search traffic, and essentially has no competition," Fender said.
Publishing fresh, relevant, optimized content on a continuous basis through industry blog sites, press releases, white papers and case studies that demonstrate knowledge and thought leadership, plus socializing the content through your social...
Local suggestions built from Nearby and locally oriented graph search will create monetizable inventory for advertising within the news feed. Search will meanwhile grow due to its pull-based, high intent driven nature – accounting for $1.9 billion...
All that matters is that they’ve searched for your campaign’s keywords and then browsed to other sites with display inventory. Search marketers got some exciting news in December. Search retargeting became available to marketers wishing to serve...
Take Inventory Editor's note: This column originally was published on January 12, 2012, and comes in at No.on our countdown of the 10 most popular Search Engine Watch columns of 2012. You remember, that file you started last year and haven’t opened...
