Google Product Listing Ads (PLAs) are one of the best means of online selling of your products. When a user looks up for a product related keyword, Google displays PLAs on search pages that give product information like its image, price, product name, etc.
The post here examines into effective ways of doing the Google Product Listing Ads for your business promotion. Let’s see how it can be helpful for your business.
How to Start Using Google Product Listing Ads
Google promotes all kinds of products by displaying relevant information for users who feed a search query for a specific product. Users are directed to your site when they click on your ad. These ads are clear and distinct because of a product image and customized product categories. Product Listing Ads are cost per click (CPC) and therefore you pay only when the user clicks on your ad. You can learn about PLAs by logging into www.google.com/ads/shopping/
To create your PLAs, you should have two kinds of accounts:
- Merchant Center account
- AdWords account
Your Merchant Center account helps in managing your product information. Your AdWords account helps in managing your product ads and campaigns. You should link both your accounts for creating PLAs.
Create Merchant Center Account
You can set up your Merchant Center account by logging into www.google.com/merchants with the help of your email. Select your location and continue.
Before proceeding further, you should read all product policies. You may refer to http://www.google.com/merchants/policies.html
Go to your account settings and provide all information regarding your business, like store name (without promotional text), website URL, a short description, city and zip code. Also give details regarding customer service, private contact and technical contact.
On saving all relevant details, you get your unique Account ID.
Create an AdWords Account
You can create your AdWords account by visiting: http://adwords.google.com. Set up your time zone and currency, and verify your details for an AdWords account. Fill up other details also regarding your budget, language preferences, profile and settings to activate your account.
See also: How to Set Up an AdWords Account?
Link Up your Both Accounts
Link up your both accounts: Merchant Center Account and AdWords Account. For this, log into your Merchant Center account, go to settings and click on AdWords. Enter your AdWords Customer ID (CID) and click Add. CID is a unique 10-digit numeric value that appears at the top-right side of your AdWords page.
Create Product Listing Ads
This is an important step where you need to create your product listing ad campaign. Give it a specific name. For example: Headphones, if you want to go for selling headphones. Select country names where you want to target your users. Thereafter, you can create your AdWords campaign for headphones.
Customize your Bid & Budget
You should opt for setting your budget on a daily basis. In case you don’t get much traffic, you might want to revise your bid, increase your budget and rework on target countries. Save your campaign settings wisely to finalize CPC, CTR, etc. With the help of the Advanced Settings, you can add or remove columns or add new ad groups.
Get Products into the Google Merchant Center
After working on bid, budget and target countries, you need to bring your products into the Google Merchant Center. This will help Google show up your products in the form of product listing ads. Click on data feeds/new data feed to send specific product information to Google. This information generally involves product category, type, its pricing, etc.
Ways to Optimize Product Listing Ads
It is significant to optimize your Product Listing Ads for getting more traffic and higher conversions. Following are a few significant ways to effectively manage your Product Listing Ads.
Your product listing ads use product feeds in your Merchant Centre Account. Therefore, you should generate interesting product feeds. Use Google guidelines for filling up all relevant fields of your products.
Good product images get quick attention from potential customers. Always use interesting and high-quality product images that define your products well.
It is not advisable to create a single ad group when there are different products with separate sale values and conversion rates. Make suitable bids for separate ad groups.
Customize Best Products
You should filter out products with more clicks and higher conversions. Create separate ad groups for such products. Bid for them separately and a little higher.
You should look for search terms visitors are typing in Google search and finding your product listing ads. You can go to “keyword tab” and find these search terms. Add search terms not relevant to your PLAs as your ad group negative keywords. This helps in improving CTRs.
Use Google Analytics
Google analytics are helpful in knowing actual sales made through your PLAs if you go for installing ecommerce tracking. Make use of analytics for defining your best selling products and bid higher for them.
You should go for A/B testing by creating different ads. Use special offers like free shipping, discount offers, etc. to know about audience response. You can learn about which ads are performing better and giving you better conversions.
Common PLA Mistakes
In spite of several Google guidelines for effectively managing PLAs campaigns, there are a few common mistakes ecommerce advertisers are prone to make. Some of them are discussed below to make you aware.
Delay in Feeds then Upload
Any irregularity or delay in product feeds does not work for an ecommerce business. Upload product feeds regularly and on a daily basis to serve your clients. Make regular updates in product information regarding price, stock status, etc.
Incomplete Product Feeds
Provide all necessary information in the product feed. Sparsely fed product details can affect your product visibility in Google results. Fill up required fields to avoid any discrepancy and get good response.
Poor or Duplicate Product Titles
Improve your product titles with significant searchable keywords. Do not repeat your titles and description details. Use the word order in a specific sequence: specific keyword > general keyword > product name > manufacturer > product SKU (stock keeping unit). For example: Lenovo All In One Desktop C240.
Single Ad Group
Do not mistake to keep all your products under a single ad group. This restricts correct budgeting of your campaign. Prepare separate ad groups based on different product categories.
Block Ads Bots
You may block Google ads bots on product pages due to private settings or missing robots.txt files. This stops Google ads bots from crawling your product pages.
Poor Load Time
Poor page load time results in poor user experience, which ultimately affects search engine rankings. Therefore, keep in check your site speed for a good shopping experience.
Well, there you have all on Google PLAs. With the help of the above points, you can create effective ad groups and achieve your advertising objectives. Be a go-getter when it comes to displaying your PLAs and perform your best on Google metrics. Feel free to leave your comments. I would be happy to hear from you. Thank you for reading.