Speaker: paul
paul: A big question that retailers face is how to run sponsored products in search. So do you run it based on keywords or on product categories? Usually the industry thinks just run it like search advertising like with keywords. But there's a challenge here because as search query complexity increases, so you're moving from one keyword to two or even three keywords, have your advertisers covered that type of complexity. And when we looked at Albertson's, Macy's, Best Buy, we saw that they actually lose quite a lot of ad coverage as that keyword complexity increases. So a conclusion could be that basing your sponsored products solely on keywords might mean you're missing significant ad coverage and leaving money left on the table.
