In simple words, PLA ads refer to ‘Product Listing Ads,’ which appears on Google search results pages and shopping page. PLA ads include information such as images, prices, and availability of products.
If you are new to Google Product Listing Ads and want to learn about them, then you have landed in the right place. In this article, we will address concerns about PLA ads, such as:
- What are PLA ads?
- How do they work?
- Should I use PLA ads or not?
- What are the benefits of PLA ads?
What are PLA ads?
PLA ads also known as google shopping ads are the ads that google offers for ecommerce stores. These ads look like a product card that have an image, price, availability, merchant information and link to the product page.
So, when a user searches a query that is intended for a product, then google shows these ads to the user. Users can compare prices and shipping related information without visiting the actual site of the product.
How does PLA ads work?
Well, PLAs have a lengthy approval and disapproval process, but in short, businesses use Product Listing Ads throughout Google Merchant Center. In the initial stage, ecommerce businesses list their products on Google Merchant Listings. Afterward, they use Google AdWords to display their products on the Google Search Results page and Shopping tab, and they pay Google for clicks or conversions.
How PLA Ads work in a hierarchy:
- Cost-per-click (CPC) model: PLA ads operate on a cost-per-click (CPC) basis, meaning businesses are only charged when users click on their ad and after landing on their Are redirected to the page.
- User search matching: When a user initiates a product search, Google uses information provided by the advertiser to match their product with the search intent. If the match is relevant, the search engine displays the product prominently in shopping results, giving priority to the most relevant products.
- Creating PLA Ads: Marketers create PLA ads through advertising platforms provided by search engines such as Google Ads or Bing Ads. This process closely mirrors the setup process for other CPC and pay-per-click (PPC) ad types. However, unlike keyword-based ads, PLA ads rely on product data submitted during Shopping campaign setup.
- Product data usage: Instead of keywords, PLAs draw from the product data you provided during campaign setup. When a user searches for a specific product, the search engine uses this data to determine the relevance of your product to the search query. If it’s deemed a good match, your product is shown prominently in shopping results, with a focus on showing the most relevant products first.
- Relevance measurement: Like text-only ads, search engines assess the relevance of your ad to the user’s query, the quality of your landing page, and the amount of your bid. These factors collectively influence which advertisements are displayed. If your product’s relevance to search terms is weak, it may appear in the outer portion of product listing ad (PLA) results or not at all. Additionally, a slow or low-quality landing page can negatively impact your ad’s ranking. Finally, if your bid fails to crack the top five bids, your product may not appear in the results.
Is it beneficial to use PLA ads?
PLA (Product Listing Ads) ads are a great option if you want to reach people who are actively searching for your products. These ads get more clicks than traditional CPC ads. Furthermore, PLA ads not only showcase your product but also display its price and other details in the ad. This means that you are likely to attract potential customers who are very interested in purchasing. If you have multiple products in the same category, PLA ads can increase both clicks and conversions for your business.
However, before deciding whether to include PLA ads in your marketing budget, consider the following factors:
- Sales Volume: If your company sells less than 500 products, you may have difficulty getting good results with PLA ads.
- Competition: In highly competitive product categories, you may need to bid more aggressively to ensure that your ads are visible.
- Budget: Keep in mind that PLA ads can be more expensive than other types of advertising, so you’ll need a budget that can support them.
- Website quality: If your website, especially the mobile version, needs improvement, your page quality rating can affect where your PLA ads appear on the page.
In conclusion, PLA ads can be highly effective, but it is essential to evaluate your sales volume, competition, budget, and website quality before incorporating them into your marketing strategy.
How to get started with PLA ads
If your business is ready to benefit from PLA (Product Listing Ads) campaigns, you can start working on Google Ads, the primary platform for PLA ads. Although setting up a PLA ad is a little different from other CPC (cost per click) ads, it’s still done within the Google Ads framework, and you can do it in a few simple steps:
Step 1 – Set up your Merchant Center account:
This is where you provide Google with the product information it needs for your PLA ads. You can also add important business details that users will see when they check out your products. Fill in your business name, website, address and customer service contact information. You’ll also set up access for primary and secondary users who will manage the Merchant Center account.
Step 2 – Verify and claim your website’s URL:
This step helps Google confirm that you are the rightful owner of your website and that your ads are relevant to your site’s content. Google places a special marker on your site that can only be viewed by authorized owners. You can choose one of four methods to verify your ownership. Once verified, you can claim your website, giving you exclusive rights to use it within Merchant Center.
Step 3 – Add product data:
On the product data page, you’ll find a list of required attributes for your product type, along with suggested attributes. It is important to include the suggested features to increase the visibility of your products. While Google provides specific guidelines within the Merchant Center, you must provide accurate data that matches the product in your PLA ad. Pricing, availability, and shipping details should be updated and clear. You can upload product data using a feed, which is a file that contains all your product information, or use the Google API to programmatically manage your data across all Google services.
Step 4 – Create your PLA campaign:
In this step, you’ll set your budget, bidding strategy, and targeting preferences for your PLA campaign. This is where you determine how much you’re willing to spend, your bidding method, and who you want to reach with your ads.”
Getting started with PLA ads on Google Ads can be a powerful way to showcase your products to potential customers who are actively searching for what you offer.
Final Words
In short, product listing advertising (PLA) is a powerful tool for businesses to showcase products to motivated buyers. As a digital marketing agency, we have helped over 300 e-commerce owners manage Google PLA campaigns, achieving impressive returns on investment (ROI) that often exceed 10x. If you are interested in harnessing the potential of PLA for your e-commerce business, please do not hesitate to contact us for expert assistance and guidance.
