Comparison-shopping engines (CSEs) have always been part of strategies to drive revenue and promote products for e-commerce companies. However, recent changes in how Google handles its comparison shopping listings have changed how marketers need to look at CSEs. Google’s Product Listing Ads, introduced as a paid service last year, allows companies to strategically market their products in a more prominent position on the results pages.
Are you getting the most from your Product Listings Ads (PLAs)? Here are a few simple steps to make sure your campaigns are optimized to increase performance:
- Monitor pricing – Are your products priced competitively? Why would someone buy from you when the same product is displayed for a much lower cost?
- Use “promotion” text – Take advantage of the ‘promotion’ text, especially if you run regular specials. This space offers up to 45 characters to differentiate your products from competitors with deals/promos/special offers.
- Catch-all ad group – Create an ad group with a target of ‘all products.’ Keep this bid lower than your granularly targeted ad groups and consider this your “catch-all.”
- Implement proper exclusions – Remember you can exclude search queries that aren’t relevant. Why waste budget on irrelevant clicks? You filter out negatives in search campaigns, why not in PLAs?
- High-quality images – This may go without saying, but nothing is worse than looking at a poor- quality image when trying to buy a product!
- Complement with text ads – As Google displays more products listing on the standard results pages, it is increasingly important to complement your PLAs with text ads and organic listings … in order to ensure page-1 domination!
Prepare for the August 2014 shopping search transition with Google Shopping and data feed optimization: