What are Product Listing Ads (PLA)?

By May 17, 2015January 17th, 2020Google Shopping
What are Google PLAs

Product Listing Ads Work with Google Shopping Campaigns

Google Shopping uses Product Listing Ads (PLAs), which are highly visual paid ads, to help improve the overall customer shopping experience within Google. PLAs help consumers find and buy products quickly across the web by displaying relevant products to the shoppers searching for them and helping drive traffic and sales to online stores. These image-driven product advertisements include basic information such as title, price and merchant name. PLAs promote specific item ads when Google matches a relevant search query to the information contained in a retailer’s product data feed. This ad type typically uses a cost-per-click (CPC) bidding model, where you are charged based on the number of clicks your ad receives.
Google Product Listing Ads (PLAs)

Step 1. Product Data Is Submitted To Google Merchant Center

PLAs use product data submitted to Google Merchant Center. The product data you submit to Merchant Center contains specific product details and information about each product you are selling. Google uses the product data to match a user’s search query to your ads, showing the most relevant products based on its algorithm.

Product Listing Ad - Product Data

Step 2. Manage Product Listing Ads Using Google Ads

Product Listing Ads are managed in Google Ads using Shopping Campaigns. Adwords provides an intuitive and flexible way to organize and segment your products. Using “Product Groups”, you can segment your data by brand, category, price, or however you wish. Using a cost-per-click model, you decide how much you’re willing to pay for each click.

Product Listing Ads in Adwords

Still Not Sure How to Manage Google Shopping?

For more information on OperationROI’s Google Shopping Feed Management strategies, or how to get your Product Listing Ads optimized for success in Google Shopping, contact us or call us at 888.277.5329.

PLA Success Starts Here!

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