Google Product Listing Ad's (PLA's) and Google Shopping are crucial parts of any e-commerce PPC campaign.
Product Listing Ad's, as shown below, are adverts that show in Google's search results when someone searches for a particular product or for a keyword that Google deems to relate to a particular product.
An image of the product and its price appear in the advert.
Advertisers do not bid on keywords.
Instead advertisers submit their product feed to Google via the Google Merchant Centre interface which is in turn linked to AdWords. An automated feed from the advertiser's inventory to the Merchant Centre and in turn to AdWords ensures that only the products that the advertiser has in stock will be eligible to show in PLA's. Google relies on the data contained in the product feed to decide when a product is relevant to a user's search. Hence having an optimised product feed is crucial.
Because setting up PLA's takes quite an amount of effort, some expense and ongoing management, many companies don't have them in place. This means that competition is far less than in regular AdWords which can be set up literally in minutes. The lower competition manifests itself in lower costs per click and so higher ROI if expertly managed.
Savvy online buyers are always looking for the best deal and Google Shopping is often relied upon by such users to find the products that they want at the best possible prices. E-tailers that do not have their products listed in Google Shopping exclude themselves from a massive potential market.
If you sell products online, we will work with you to ensure that your product feed adheres to Google's documented criteria. Once an accurate and optimised feed is created, we will schedule for it to be updated to Google every 24 hours to ensure that only those products that you have in stock show in PLA's and Google Shopping with the most up to date pricing.
We will structure your PLA account into logical AdGroups based around brand, price range, category or any other appropriate segmentation. On an on-going basis, we closely monitor the clicks received and actively manage bids to ensure that ROI is maximised. Intelligence gathered from PLA campaigns can in turn be fed into your standard AdWords campaign. In addition, we can use your feed to set up dynamic product remarketing; for more on this, see our "Dynamic Product Remarketing" page.