BabyEarth Teams with Adlucent to Increase Reach, Revenue with Google Shopping

Innovative strategy expands PLA targets and triples PLA revenue to drive smart, sustainable growth of paid search program

Nov 01, 2012, 11:00 ET from Adlucent

AUSTIN, Texas, Nov. 1, 2012 /PRNewswire/ -- Adlucent today announced that BabyEarth has added significant reach and revenue to its paid search program by leveraging Adlucent to manage and optimize Google Shopping Product Listing Ads (PLAs).  BabyEarth, which first launched PLAs in August 2011, switched to Adlucent in June 2012 to grow revenue for both text ads and PLAs. Adlucent's Precision Product Matching™ technology and approach have quickly allowed BabyEarth to create reach and achieve targeted revenue growth:

  • In less than one month, BabyEarth expanded the number of PLA targets from under 100 to over 10,000 to better promote its entire product catalog.
  • With the increased reach, BabyEarth has seen impressive year-over-year growth in PLA revenue for August (193%) and September (201%) 2012.
  • Average monthly PLA revenue has increased 129% from the time that Adlucent began managing PLAs for BabyEarth.

BabyEarth CMO, Steve Steinberg, will share his experience building a successful Google Shopping strategy during a live webinar on Thursday, November 8th at 2:00 PM EST. Complimentary registration here.

"What sets BabyEarth apart from its competitors is our unwavering dedication to delivering the best to our customers– whether it's products, services, or an experience," said Steve Steinberg, CMO of BabyEarth. "We were successful with our overall self-managed paid search program, but Adlucent offered a new way to increase our market share while carefully controlling spend. They have been a dedicated partner, and we look forward to working hand in hand to continue to get more from both Google Shopping and our overall paid search program."

Adlucent's Precision Product Matching technology and approach allows retailers to easily and successfully manage PLAs at the product level, carefully matching search queries to the right item and bid based on a deep understanding of consumer intent. In radically expanding the number of PLA targets for BabyEarth, Adlucent utilized micro-segmentation reporting to identify predictably strong performing products based on results for related SKUs.

Adlucent also analyzed search queries to determine whether the highest quality matches were being made with products. Queries closely aligned with customer intent are optimized and more aggressively promoted, and those not well aligned are directed elsewhere or negated in order to shift resources to product targets with a higher likelihood of converting.

Additionally, at BabyEarth's request, Adlucent has incorporated margin goals into their overall PLA management strategy. This strategy – aggressively promoting products that drive the most value to BabyEarth while actively managing low-margin products – has yielded smart and sustainable growth for BabyEarth's paid search program.

"Retailers like BabyEarth who are moving quickly with PLAs are being rewarded with the opportunity to test and gain market share at a lower cost," said Michael Griffin, founder and CTO of Adlucent. "BabyEarth is taking the next big step and focusing on ways to reach the right audience to continue to get the highest return on ad spend. They are showing the industry how to succeed with Google Shopping: continuously optimizing their product feed and unique product data, pro-actively managing their bids, and also leveraging search query data to improve matching to consumer intent."

About BabyEarth 
Raising baby is no easy task. We know. We're parents too. That's why BabyEarth offers everything you need for your little one's world, under one roof. From tried-and-true classics to innovative breakthroughs, BabyEarth offers the highest quality baby products from leading manufacturers. What sets BabyEarth apart from its competitors is the company's unwavering dedication to customer service, selection, competitive prices and corporate responsibility.BabyEarth demonstrates its commitment to making baby's world a safer place by offering an unparalleled selection of organic products and implementing eco-friendly business initiatives that further promote healthy living.

About Adlucent
Adlucent is a marketing technology and analytics company based in Austin, Texas, focusing solely on retail and eCommerce companies. Leveraging its Deep Search® search marketing and retail analytics platform, Adlucent's experts help the smartest retailers acquire new customers and grow revenue profitably through digital marketing. Expanding from a decade-long relationship with, Adlucent's current client base includes innovative retail brands such as Oriental Trading Company,, Harry & David, Jewelry Television, and Free People.

Media contact:
Lisa Roberts
1.800.788.9152 x1917

SOURCE Adlucent