Nicolas HenniAcquisition Project Manager

"Keyade's management of our PLA campaigns has successfully complemented our paid search

campaigns, unlocking a significant new source of online sales."

PLA is a powerful tool for increasing online sales—so long as it is used correctly!

Since Google relies on data from advertisers' product catalogs to serve the ads, advertisers must ensure that their product information is complete, accurate, and up-to-date. Keyade's first mission therefore consists of advising advertisers on how to structure their product data stream for Google.

By default, PLA campaigns run on a single bid mechanism. However, the multitude of products carried by PriceMinister do not all have the same sales potential, and must therefore be managed differently in order to maximize results. The key to a successful campaign lies in creating a granular structure that allows advertisers to take specific action on a product group, or even a single product, as needed.

HOW TO COVER ONE MILLION PRODUCT ITEMS ?

CHALLENGE

PriceMinister is the leading consumer-to-consumer e-commerce platform, with more than 30 million visitors a year. Since 2009, the online retailer has commissioned Keyade to manage its paid search campaigns with the goal of maintaining high brand visibility and a significant presence online.

Drawing on its expertise in employing the latest Google technologies, Keyade incorporated Product Listing Ads into its PriceMinister paid search campaigns. PLA ads draw on an advertiser's product listing to display product prices along with product images; the ads themselves are automatically displayed in response to user web searches.

INCORPORATE PLA INTO SEARCH CAMPAIGNS

MISSION

PRICEMINISTER BOOSTS SALES USING PRODUCT LISTING ADS (PLA)

Keyade is an independent company specializing in performance-based online media acquisition (Keyade Agency), and its conversion using dedicated technologies and services (Madmetrics). Launched in 2006, Keyade now operates in over 80 countries from its offices in Paris, France, and Dubai, UAE. Its client portfolio includes OLX, Meetic/Match.com, Air France, Jumeirah, Redoute and Voyages-SNCF.In 2011 Keyade received capital investments from entrepreneurs Marc Simoncini (Meetic, iFrance) through his Jaïna fund, and Fabrice Grinda (Zingy, OLX).

Headquarters: Keyade, 8 rue du Sentier, 75002 Paris - FranceSimplified joint-stock company (SAS) with a capital of 49,481 Euros, registered with the Trade and Commerce Register of Paris under number B 490 339 207—CNIL (National Commission for Information Technology and Privacy) no. 1244457

www.keyade.com / contact@keyade.com / +33 (0) 1.44.79.38.13

Subsidiary of the Rakuten group (since 2010), PriceMinister today is the leading consumer-to-consumer e-commerce platform, with more than 30 million visitors a year and offering more than 200 million products. PriceMinister is an independent French group and Internet pure-player. They are the leading intermediary between buyers and sellers across the major markets of goods and services. The group’s multiple websites facilitate on a daily basis all types of sales transactions, for all of life’s moments.

+210% INCREASE IN SALES IN THEFASHION CATEGORY

RESULTS+210% INCREASE IN SALES IN THE FASHION CATEGORY

PLA campaigns have proven to be a powerful driver of online sales for PriceMinister, especially in certain product categories. It has allowed web users to more easily identify products matching their needs or wishes thanks to the display of essential elements such as the price or product image. The result? Higher conversion rates.

A year after they were first implemented, PLA campaigns have become an important part of the company's paid search advertising strategy, and generate an increasingly significant share of traffic and online revenues. For example, in the "Fashion" category, sales were 210% higher for the December 2012 – February 2013 period compared with the same period the previous year (when PLA campaigns had not yet been implemented).

SOLUTIONSEGMENT THE LINEUP TO ALLOW FINELY-TUNED OPTIMIZATION

Campaign segmentation is a vital step in successfully incorporating PLA into an ad campaign. The campaign structure should be based on product categories (cameras, computers, smartphones, etc.) and brands (Nikon, Apple, Samsung, etc.), using information included in the product data stream (optimized upstream by the media agency for maximum results). A matrix of these filters is used to generate a large number of subgroups, each of which is assigned its own specific bid.

The data stream is updated based on product availability, and bids are optimized daily. This methodology allows our media consultants to identify the highest performing products, which are then promoted more heavily. Conversely, poorly performing products are dropped.

PRICEMINISTER BOOSTS SALES USING PRODUCT LISTING ADS (PLA)