Richard Park

PLA / Feed Manager
Coffee For Less

Richard Park has been working in comparison shopping engines and Google Shopping for over 6 years. Richard’s previous role at eBay Enterprise involved managing the full portfolio of PLA and CSE feeds for all eBay (GSI) Enterprise clients. Richard joined Coffee for Less and Elite SEM to build & grow the best of the best Feed, Shopping Community and PLA practice & team. Richard works hand in hand with all partners (Google, Mercent, & all comparison shopping engines) of the feed management/shopping comparison community to stay on top of the changing landscape Richard expertise extends beyond feed management with over 7 years in the digital marketing industry, Richard has worked extensively on SEM & Affiliate Marketing campaigns.

Check out the incredible speaker line-up to see who will be joining Richard.

Download The Latest Agenda

Pre-Conference Summits

Saturday, November 8th, 2014

11:50 Panel Discussion: Building Out An Effective PLA Campaign

There are more questions that answers when it comes to building successful PLA campaigns, but our panelists are presenting best practices within their own campaigns to share. They’ll discuss tried and true tactics surrounding structuring your campaigns, budget management to gain an effective ROI, leveraging shopping feeds, and a review of the most effect tools (bid tools, etc.) available to optimize your feeds.

How are you structuring your campaigns?
How do you view PLAs: it shopping feed vs. bid paid search? A hybrid?
Are you leveraging shopping feeds to manage your campaign?
How are you leveraging product data?
When you are auditing an account, what do you look for?
What are the tools (bid tools, spreadsheet base) that you are using?
Do you have margin data that you are leveraging?
Are you optimizing the feed based on the margin?
What trigger points/metrics led you down to a decision around segmenting in terms of how a website is categorized, or an ROIS?