We are familiar with traditional search in Google by keywords and while doing the search we are aware of that Search Engine Result Page is occupied with lots of ads. But some of us has vague idea and often get confused by the word – “Product Listing Ads”. If you are one of many who is unfamiliar with “Product Listing Ads” or PLAs, this piece of detail information will be useful for you.
What are product Listing Ads or PLAs
Product Listing Ads are the search ads which have a unique format for which you can get detail information of a product; such as product’s image, price and the merchant name. Product Listing Ads have become very popular medium of advertisement in Google as it provides rich ad display contents, which easily target the customers. These ads base on “Cost Per Click” which online merchants purchase through Google Adwords.
How Do PLAs work?
First of all you need to create an Adwords Account and Google Merchant Center Account with which you can link each other. Google Merchant Center Account will help you to manage all the product information and Adwords will help you to take care of ads campaign.
There are two ways to manage PLAs in Adwords
i) Shopping campaigns.
ii) Regular product listing campaingns.
If you decide on shopping campaigns, you need to keep your product feed up-to-date, as Google keep the information of product feed which shows the relevant listings of customer’s search.
Why you should use PLAs?
i) PLAs brings more traffic and exposure compare to ‘text ads”. Advertisers experience higher “clickthrough rate”
ii) As a advertisers you can increase the quality of your product by featuring rich detail information which will help customers to make decision quickly.
iii) PLAs are easy retail-centric campaign. PLAs use product attributes which define merchant Center data feed to show ads on relevant searches.
How much PLAs cost?
The charge is based on Cost-Per-Click (CPC). You only use “product attribute” in Merchant Center product feed to define your product target instead of using “keywords”. You can set a maximum CPC bid for each product target. The bidding works for standard Adwords ad format.
Disadvantages of PLAs
i) If you have strict budget of using that, you may face difficulty of using the service. If you want to use this service, you need to keep track on your listings or consider a lower daily budget.
ii) If you have less the 500 products, the chances of visibility become poor on Google Shopping.
iii) It is very expensive.
iv) It will only beneficiary for you when you sell products like automotive, furniture, baby-supplies and pet care. If you sell competitive products like apparel, you will face difficulties to reach your target.
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