Use JTBD To Keep Sponsored Search Useful
Apply Jobs to Be Done thinking to balance sponsored search monetization with shopper relevance.
The shopper is hiring the search page to make progress. Jobs to Be Done is a simple but demanding question: what job is the customer trying to get done in this situation? For retail media, it prevents a common mistake: valuing the ad slot without valuing the shopper's intent. Situation A shopper's situation changes the acceptable ad. Replenishment searches demand precision. Discovery searches tolerate comparison. Emergency or dietary searches demand high relevance and availability. Progress The ad should help the shopper move forward. That may mean finding the right variant, discovering a close substitute, comparing trade-offs, or remembering a complementary…
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