Product Listing Ads have become an important pillar in many businesses’ search strategy. With changes made back in February to Google Shopping, PLAs predominance in the search engine result page has increased and become an important driver in lead generation.
How they work
Product listing ads use information gathered from a feed from your Google Merchant Centre account. Instead of keywords, Google uses data from the feed and associates it with user’s relevant search queries to display an ad.
Each ad has an image of the product, as well as its price retrieved in real time from the feed. Google will also display ads according to the product’s availability, excluding products that are out of stock.
Key Benefits
Comparatively to text ads, each product listing ad contains an image, making the ad stand out and increasing its relevancy. Displaying prices for each product also has a positive impact in performance, attracting customers with purchase intent within a certain price range and fending off customers that are less likely to convert. This translates into higher conversion rates and a lower CPA in comparison to text ads.
If you have a Google Merchant Account and would like to trial a Product Listing Ad campaign for your business, please get in touch!