Tennis Express CASE STUDY Tennis Express, a leading multi-channel retailer of tennis equipment, carries over 65,000 products through both their website and local storefront. Although Tennis Express had a successful product listing ad (PLA) channel that had doubled revenue year over year, growth in media expense had outpaced the growth in revenue. Their search marketing agency was not monitoring the profitability of the channel, and they were left with shrinking profits from a growing channel. They contacted Omnitail for a free analysis of their PLA channel. BACKGROUND INVESTIGATING THE ACCOUNT Single ad group campaign structures All of Tennis Express’ Google Shopping ads were restricted to a single campaign, making it impossible to effectively measure performance or distri

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