Last week, DataPop launched the very first semantic advertising platform for Google Product Listing Ads (PLAs), leveraging a “deep understanding” of shopper intent, product details and performance signals to drive results for retailers.
The platform, which is based on DataPop’s flagship creative optimization technology, will seamlessly extract any relevant information from a retailer’s product feed and then attempt to connect it to consumer intent. This means that advertisers can use the PLA platform to create advertisements that will automatically directly target a consumer’s intuitive product needs by understanding their preferences for images, promotional text, pricing and ad copy.
DataPop is an online ad optimization company that provides intuitive advertisement customization technology and services to retail, travel and automotive brands around the world. The company’s flagship product allows brands to easily create “ads that consumers actually want to click on.” Now, it is using that same technology to match online consumers with the product their desire the most (based on their past behavior), while removing the clutter of ineffective ads and improving click-through and conversion rates in the process.
So far, those retailers that leveraged the platform early have seen triple-digit increased in click and conversion volumes from Google PLA.
Among the features included in DataPop’s PLA platform are semantic field optimization, multivariate testing of feed construction approaches, automated account structure and semantic negative management, consumer intent and product attribute insights and tracking via integration with third-party SEM platforms.
“What’s most compelling about our PLA platform is the dramatic relevance improvements it creates relative to the poorly matched ad solutions in the industry,” said DataPop CEO Jason Lehmbeck. “While most are struggling to understand the impact of Google’s PLA product on the marketplace and how they are going to integrate within it, we have launched a solution to actually grow and optimize media spend against this exciting new opportunity for marketers.”