What’s the first thing that you do when you are looking for a product? It’s Google. For most shoppers, the first result that they see is the paid advertisement at Google’s top search results.
These product listing ads (PLAs), are like an ecommerce store with product images, prices, ratings/reviews and other useful information. Pretty nifty, huh?
Instead of clicking on a link to Amazon or eBay that is just text, you will see a product listing ad at top of your search results.
You can offer shoppers the most important product details to increase their likelihood of purchasing with product listing ads. This is how product listing ads can boost your advertising strategy.
What is Product Listing Ads?
PLAs are ads that show up in product-query search results on Google. These ads are targeted to your search and allow you to click through directly to purchase a product. PLAs drive sales to product listings and are the best way to generate ad revenue.
But how do they work?
It works as follows: A user searches Google for information about a product. PLAs are shown in the search results at the top or on the left, under the shopping tab or in the images tab. The ads include an image of the product as well as relevant information such price and description.
Clicking on a product listing will take you to its product page. This page contains all details that you need before you make a purchase.
You don’t need to list every keyword in standard ads. Simply create a product feed. This is a list of all your products. Google then automatically pulls information directly from your feed, including images and prices.
How do you keep track? Google Analytics does all the work. The system will track every visit to your site once you have added your product listing ad’s Google Merchant Center product feed into your Analytics account. To control the amount you spend on product ads, you can set a daily budget.
Why should you use product listing ads?
Plas are a great way to get qualified traffic to your products. Because they are already shopping, visitors who click on your ads have a higher likelihood of purchasing your product. PLAs can also be used for other reasons:
- More exposure: Product listing ads give you more Google real estate and allow your brand to be seen more. This means that your product will be seen by more people than ever. This can result in increased sales and brand awareness.
- Higher click through rate: According to Google, PLAs have higher click-through rates than other ad formats. This is because the most important information about the product is available upfront. You can drive more traffic to your product listings using PLAs than you would with other formats due to a higher CTR.
- Lower cost: Product listing ads have a higher CTR compared to other ad formats so your CPC can be expected to be lower. Lower CPCs are always a good thing.
How to optimize your product listing ads
A headline, image, product data, and description are all features of product listing ads. They may also be available for enhancement. This is a brief overview of each feature.
Headline
It is important to use a compelling headline that is descriptive and appealing. This will be the first thing customers notice when they click on your advertisement. You can only use 150 characters here (but only 70 characters will actually be displayed). You can use your most powerful keywords here but do not try to lure customers with fancy language. Tip: To get ideas, use a keyword search engine.
PLAs should only show the product name and price. No fancy jargon! To maximize any brand recognition, don’t forget your brand name!
Image
Customers will feel more comfortable clicking on the advertisement if they see high-quality images of your product. To make it easier for customers to see your product images, ensure they are clear.
To accurately represent your products, choose your photos carefully. Photos should not exceed 100×100 pixels (250×250 for apparel products), and maximum 16MB.
Product data
This section lists the most important information about your product: price, brand name, color, size and material. To help customers find the right product, include as much detail and information as possible.
A bait-and-switch is not something that anyone likes. Don’t give false or misleading information about products. Google could get you in serious trouble if you do.
Enhancements
To increase engagement, include customer reviews and promotions in your ads. Although they won’t appear all the time on your ads, they could increase click-through rates.
Image courtesy Google Inside AdWords
Get your PLAs Ready
Listing ads for products are a great way to increase traffic to your ecommerce website. If you are able to use them properly, they can be a huge source of revenue. PLAs are a great way to make money if you are new to them. Track your conversions closely to see the impact on your bottom line.
Last but not least, make sure your website is mobile-friendly. Google reports that PLAs will be most clicked on mobile devices. You don’t want your site to lose out on mobile traffic if you neglect mobile optimization. You need your mobile landing page ready for post-clicks. This means that it must be simple to navigate, with clear copy, and load quickly.
Did you miss our previous article…
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