For Google Shopping Ads: does anyone have experience running campaigns for a brand whose products are also wholesaled out to retailers that are advertising the same product on PLAs?

[lonerangers]

Yes, it’s a pain especially if they agree with retailers not to put any promotions on their dtc site. What we’ve found in mix models is that shopping tends to be effective at supporting retailers such as a Walmart so we justify our inefficiencies with that

[fathom53]

We have a couple clients who fit this and it’s a challenge. Some clients want to be number 1 and get as many sales on their site as possible. Others are happy to sell on their site or the other retailers sites…as long as someone isn’t buying a competing product. Have to chat with the client to understand how they view this eco-system at play.

[BristolBound]

Yeah I don’t think there’s much you can do, apart from a gentlemen’s agreement.

[geek180]

I’ve only ever worked in-house at DYC brands, all of which were wholesaled out to other retailers. At each of these brands, we’d always have aggressive MAP policies and prohibit bidding on brand keywords.

It’s been a few years now since I worked closely with paid search, but I believe you can exclude brand keywords on PLAs. Not certain if it’s 100% like it used to be. But I would probably try to enforce some limits like this on any retailers, if possible.

[ParkerKarel]

Some might not agree with this. You need think on brand aspect and not to make a sale in a situation like this. Doesn’t matter which route the customer take; they will buy your product and you make a margin from the bottom line. It’s better than competitors taking the spot.

[HawkeyMan]

Help the client calculate if it’s more profitable to their bottom line if they use wholesalers or sell directly then make a decision off of that