Search and Browse Pages
General
In both Search and Browse pages, we have a high level of context (via organic products), and clear customer intent (via the search query or the category they are browsing). It's important to set the ads to closely match this intent, especially in-grid.
Our general recommendation is to prioritise Fluid and/or Organic Ads above the fold, with an optional fallback of Additional Inventory slots in less visible positions below the fold.
Across both search and browse, the impact of showing relevant ads in high grid positions is stark - position-wise, Fluid (Organic) Ads can drive up to 5.5x higher engagement than traditionally-placed static ads.
Search Pages - in grid SPA
Search pages are among the highest intent and highest context pages generally found on eCommerce site.
Pentaleap's recommendation is to utilize Fluid Ads in particular within Search pages.
We generally recommend limiting Additional Inventory slots to lower scroll positions, since the qualifying criteria for these ads is broader, and may not directly match the customer intent, generating a lower click through rate.
Additionally, consider increasing the floor price for the additional inventory slots, to offset the click loss.
Example Setup - Fluid, Desktop In-Grid search:
Default Products per Page: 24
Max Ads per page: 8
Max Fluid Ads: 8
Custom tiles - Additional Inventory: Slots 12,16,20,24
Bid Impact: Medium
Outcome: Organically relevant ads will have high visibility. Less relevant ads can still be shown to maintain impression volume and allow cross-selling, but do not impact the initial page experience.
Note: When considering eg. Mobile Web or App with single-column scroll, custom tile slots can generally be placed slightly higher.
Browse Pages - in grid SPA
Browse pages also benefit from Fluid Ads, but are generally broader than the result set in search.
As such, we recommend a higher Bid impact value for browse, and higher/more Additional Inventory Slots. In thead request, ensure to call the browse page category in the categories object, to bring all potential sponsored ads from the category into consideration.
Default Products per Page: 24
Max Ads per page: 8
Max Fluid Ads: 8
Custom tiles - Additional Inventory: Slots 2,4,6,8,12,16,20,24
Bid Impact: High
Outcome: Only ads from the category are allowed, but will be highly visible. Organically relevant ads have an advantage and will be given the highest visibility, but we also look for ads with a high bid to maximize yield.
Carousels and Display ads
Many retailers augment their in-grid ads with carousels and/or banner ads on search and browse.
For Search pages, an additional Sponsored Products Carousel above the fold can be highly effective. Bottom-of-page carousels are also possible, but can be expected to produce relatively low traffic.
Sponsored Brand Ads are particularly attractive to advertiser in Search pages, and can work well above the main grid. Pentaleap's relevancy tech ensures any sponsored brand candidates are closely related to the customer need and intent, and we advise switching Allow Category Targeting off for search pages.
The same rules are typically true of Browse pages, but here we recommend that banners ads have Allow Category Targeting activated.
Example Ad Request format
Here is a sample ad request structure - the response includes both Sponsored Product and Display ads in BATCHED call, for a search page - i.e. you can call multiple ad units at once, and those ad units can be both SPA and Display/Sponsored Brand ads:
{
"user": {
"id": "TEST"
},
"adUnitContext": { //Page Context goes into adUnitContext - it's shared by all ad units
"searchQuery": "shampoo",
"products": [ //ordered list of GTINs/SKUs organically on the page - max 200 (can contain multiple UI pages)
{
"gtin": "ABC"
},
{
"gtin": "123"
},
{
"gtin": "DEF123"
},
{
"gtin": "345"
},
{
"gtin": "123"
},
{
"gtin": "..."
},
{
"gtin": "XYZ"
}
]
},
"adUnits": [ //max. 6 per request
{
"adUnitId": "[SPA Ad Unit ID 1]"//Search Main Grid
},
{
"adUnitId" : "[Display Ad Unit ID 1]" //Display Above the Fold Search
}
]
}The response returns sponsored and in some cases organic content to be rendered, plus additional information required for rendering and reporting.
Sample response:
{
"adUnits": [
{
"adUnitId": "[SPA Ad Unit ID 1]", //returns SPA ad unit information + organic information
"positions": [
{
"gtin": "string",
"sponsored": false,
"kind": "string",
"ext": {
"attr1": "val1",
"attr2": "val2"
}
},
{
"gtin": "string",
"sponsored": true,
"kind": "string",
"beaconUrls": [
"string"
],
"clickUrls": [
"string"
],
"ext": {
"attr1": "val1",
"attr2": "val2"
}
},
{
"adUnitId": "[Display Ad Unit ID 1]", //returns Display ad unit information
"positions": [
{
"banner": {
"300x250": {
"assetUrl": "linktoasset.com",
"clickUrls": [
"https://trackerUrl"
],
"beaconUrls": [
"https://trackerUrl"
],
"ext": {
"type": "IMAGE"
}
},
"970x250": {
"assetUrl": "linktoasset.com",
"clickUrls": [
"https://trackerUrl"
],
"beaconUrls": [
"https://trackerUrl"
],
"ext": {
"type": "IMAGE",
"adCopy": "This is an ad copy"
}
},
"dynamic": {
"assetUrl": "linktoasset.com",
"clickUrls": [
"https://trackerUrl"
],
"beaconUrls": [
"https://trackerUrl"
],
"ext": { //Contains additional ad information for rendering display ad
"type": "HTML_IMAGE_LINK"
}
}
},
"kind": "Display",
"targetUrl": "https://pentaleap.com",
"sponsored": true
}
]
}
]
}