Customer Acquisition: Improved PLA Bidding Helps Business Supply Build Out its Customer Base

Online office supply retailer Business Supply saw increases in revenue, conversions, return on investment and customer acquisition thanks to a newly managed Google Product Listing Ad (PLA) program it launched this past spring.

Like many retailers, Business Supply used the free Google Product Search (GPS) in the past to promote its inventory online and drive direct sales. But when GPS became a paid service called Google Shopping in 2012, and it began supporting PLAs, Business Supply turned to search marketing firm Chacka Marketing and its digital marketing provider Kenshoo for guidance. With the help of Chacka Marketing and Kenshoo, Business Supply began to better manage, track and optimize PLAs.