Late on this, but useful thoughts:
" .. This holiday season will likely bring another rise in cost-per-click prices. However, marketers shouldn't forget their post-click onsite experience, since they've invested hoards of time and money into their bidding strategy.
Make the money spent on PLAs [ Product Listing Ads ] and other paid-search experiences create a return by using data to create a relevant and positive experience for customers. Then it really will be a happy holiday season for everyone. ... "
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