A PPC marketer’s guide to retail media [Guide]
Search Engine Land has published ‘A PPC marketer’s guide to retail media’.
Nicola Agius says, “Most people know that Amazon, Walmart and Instacart have paid search placements on their websites. However, you may not know about their involvement in programmatic, display, social media and Google Shopping.
It is crucial for PPC marketers to understand this because retail media (a.k.a. commerce media) is driving customers to retail sites that can transact multiple brands and items in a single transaction.
This is especially true at retailers that hold everyday essential items, providing a path to regular visits, both online and offline.
Elizabeth Marsten, VP of commerce strategic services at marketing firm Tinuiti, shared her insights on the 2023 retail media landscape and all the need-to-know essentials in her session at SMX Advanced.
What is retail media?
Retail media is basically a type of paid search. Every business has some sort of paid search offering in which they are able to harvest existing demand.”
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