5 Steps for Ensuring PLA Success This Holiday Season

5. Price the item appropriately. Finally, make sure that the product shown for a given query is priced appropriately. For instance, if you display a top-of-the-line, $5,000 Sub-Zero refrigerator for the query "cheap fridge," you'll receive very poor clickthrough on a PLA that's going head-to-head with a competitor's $500 refrigerator. Negative keywords are a critical tool that can be used in cases like this. Route specific queries only to those products that have the best shot of competing for clicks and converting those clicks into revenue.