Our recent live Product Listing Ad webinar was a must-see! Topic of the moment: the lowdown on SKU-based product targets and how to make them work for you.
Nikhil Raj, Sr. Director of Walmart Labs Advertising & Demand Generation joined Adchemy’s Ethan Batraski, VP of Product & Experience, as they deep dived into PLA optimization, exploring:
- how product targets work
- the ideal number of products/SKU’s per product target
- what happens when you deviate from this figure.
Industry expert Nikhil took the lead with a critical comment. Ethan then highlighted 6 key reasons why single-SKU targets are essential, to wave the flag at Google’s algorithm and maximize your ROAS. And that’s what we’re doing here!
In short, SKU-based product targets enable:
- bid control for individual products to blitz performance according to price, margin, performance, etc.
- in-depth, actionable analytics and insights for each individual product, enabling specific performance improvements
- a simple method for ongoing feed enrichment, with clear analytics to reduce investment in performance analysis
- a boost in quality score for winning products, arising from clear visibility to separate poor performers
- agile retail operations with flexibility to respond quickly to new product trends and promotions based on daily feed updates
- increased ad relevance, targeting real-world sales and promotions for optimal conversion and revenue.
Right on the money.
According to Nikhil, “Aligning campaign structure with what is important for the business is critical. Different products have different business objectives, such as brand awareness versus performance”. Nikhil reinforced that, “Your economics for every single product varies so you must align for that”. This guy knows his stuff.
Quality Score and Questions
It was a well-attended session with some pertinent questions. One attentive viewer @ebkendo tweeted, “..for the example, quality scores improve, do you have a method for determining that.. since Google doesn’t provide currently?”.
And Ethan’s reply, “Quality score is implicit not explicit. We’ve seen you can get a higher impression share for same bids if you use 1 SKU per product target”.
Special thanks to Nikhil Raj of WalmartLabs for your awesome insights!
And if you missed our PLA webinar, it’s not too late… Watch the product ads replay here.
How do our customers manage thousands of SKUs using the one-SKU product target structure? Adchemy for Products!
