Over the past couple of years, Google has established their dominance in the field of search engine marketing, making them a critical shopping search engine. In today’s post, we will go over some of the elements that make for an effective Product Listing Ad on Google.
What is a PLA?
Around two years ago, Google introduced a new product discovery experience called Google Shopping. In a bid to compete with other ecommerce giants in the market, Google’s Product Listing Ads were filled with richer product information, including an image, price, ratings, and merchant name. It was an obvious move since Google already had all the traffic. This image-based form of product advertising allows users to click through to the merchant’s website and buy the item directly from there. PLAs have ended up being a big hit with both advertisers and consumers.
According to a 2014 Shop.Org/ Forrester Research report, search marketing was at the top of online retail customer acquisition tactics. 85% of the retailers surveyed said that they were investing more into search marketing. Consumers rely on Google’s comprehensive nature to help them find the product they need.
Also, Google recently announced that it would require all of their shopping-related advertisers to shift to Google Shopping by the end of August. This is an extremely potent channel for businesses to have their products discovered and sold, since not every consumer will visit a separate ecommerce website if an easier and more comparative channel is available. Just consider Google’s traffic. If businesses can get their PLA development down to a science, they are lending themselves to be discovered by people who they didn’t even know were a part of their target audience.
There are a few pieces that need to fit just right to get the maximum out of PLAs. Keyword planning is one part of the puzzle. Businesses need to understand which keywords are important for which products. What are people looking for? What products do I have that should show up for a particular keyword search?
The other critical part of this puzzle is the product feed that businesses supply to Google. Your Google PLA feed has to be accurate and well-rounded so that it shows the right product for the right search query. For that, your products need to be tagged with rich and accurate attributes so that Google understands the relevance of your product.
Also, since Google Shopping is a competitive search engine, your product needs to be priced just right in order to stand out. If you are aware of the overall competitive landscape, you can tweak your pricing strategy to be more efficient.
Those listings with more detailed and comprehensive product information that match the most queries will get you more eyeballs.
You have very limited time to get people’s attention on Google. These consumers are not just browsing. They have something specific in mind that they want to buy and that’s the query that they type in. If your product offering is not the most competitive one up there, chances are the consumer is not going to click through.
Managing the quality of your feed in real time is challenging. The product information that you provide on your website has to be consistent with that in your Google feed. This calls for the application of product data science, a process that entails collecting, organizing and analyzing product information. This is part of our secret sauce here at Indix.
We are building the world’s broadest and deepest product catalog. This catalog not only encompasses data across hundreds of categories with tens of thousands of attributes, but it is also built to scale and provides information in real-time. Our API enables businesses to easily integrate our data into their existing systems. It’s the age of channel consistency and enriched product information. We’re here to help.