Objective
- Focus attention and investment on specific products with the greatest potential to drive incremental revenue and ROI through PLAs.
Solution
- Inform Skai Portfolio Optimizer (KPO) of external signals, like price competitiveness, to leverage in PLA bid decisioning.
- Partner with Bid Skillet to assign a priority score to each product based on the likelihood of customers choosing this item over a competitor’s.
- Feed a bid multiplier and strategic product grouping into Skai’s KPO bid algorithm to enrich the data and influence proactive bid decisioning.
Results
- Overall revenue in Google Shopping increased by 38% at an incremental ROI 3:1 when compared to the historical baseline.
- When isolating mobile only, the program growth was an even greater at 62% with an incremental ROI of 3:1.
powered by Borlabs Cookie