Improved PLA Bidding Helps Business Supply Build Out its Customer Base

By Melissa Campanelli

Chacka Marketing, for example, counseled Business Supply on PLA best practices such as maintaining clean data feeds and developing an advanced bidding strategy. In addition, Kenshoo's PLA bid algorithim tool helped Business Supply make better bidding decisions since it clusters product targets based on historical performance. As a result, PLA revenue per click can be forecasted before setting the appropriate bids to reach campaign objectives.

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Melissa Campanelli

Melissa Campanelli Author's page Melissa Campanelli is Editor-in-Chief of Total Retail. She is an industry veteran, having covered all aspects of retail, tech, digital, e-commerce, and marketing over the past 20 years. Melissa is also the co-founder of the Women in Retail Leadership Circle.

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