Google’s switch to Shopping campaigns in 2014 had a significant effect on the Paid Search industry. Retailers were able to break their products out more granularly, leading to increased success in the channel. Legacy PLA campaigns were difficult to manage and segment and lacked transparency for both retailers and agencies. Clients and agencies that have neglected feed quality as an unneeded expense have fallen behind their competition as Shopping spend has increased.
Read this Point of View from our Shopping and Feed Management team for an overview of how feed quality affects google shopping performance and ultimately, online revenue.