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Google PLA Tips

Google transitioned more than 100,000 retailers to the paid service Google Shopping, supported by product listing ads. Mary Weinstein points to some of what she calls the "more important" things to understand about PLAs. For example, she writes, they are organized by a cost-per-click (CPC) hierarchy. She defines what this means and takes us through a few tips and strategies that marketers should know to optimize content and keep Web site traffic, revenue and return on investment consistent.

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