Customer Acquisition: EmpireCovers.com Acquires New Customers Via Google Shopping

After EmpireCovers.com launched its PLA campaign on Google Shopping this past spring, its CPA declined 36 percent from April to August, while CPC dropped 11 percent from July to August. What's more, the retailer's clickthrough rate climbed 55 percent from July to August.

"PLAs have taken their place at the table in our paid search strategy along with search campaigns and remarketing," Brous said. "These three techniques now make up the backbone of our paid search strategy. As we develop new products and new websites, and as we sit in photo shoots and develop and design new catalogs and ads, we have to leave room in the conversation now for PLAs and Google Shopping."