Google Adwords Tip 16

Tip #16 - Create Product Listing Ads (PLAs)

SeveralTips back, we talked about how eCommerce advertisers should createa Google Merchant Center Account.  Today we're going to extendthat one step further by encouraging eCommerce advertisers to take advantage ofa Google Ad format that is only available to eCommerce advertisers who havecreated a Google Merchant Center Account.

Tip#16 - Create Product Listing Ads (PLAs)

ProductListing Ads, or PLAs,are Paid Search Ads that appear in the Google Search Results and contain animage, product title, and a price.  What's nice about PLAs is that they'realmost a hybrid Display + Text Ad that allow advertisers to place a highresolution image directly in the Google Search Results.

They're rich with other product data, such as pricing and sometimes apromotional offer that allows searchers to get a quick snapshot view of yourproduct offering before they decide to click on your Ad.

Afteractivating a Google Merchant Center Account, AdWords advertisers have to setup Product Listing Ads inside of their AdWords Account. It will require additional work vs traditional AdWords Ads, but theextended Reach and results should pay dividends.

Why create PLAs?

·                          PLAsgive advertisers the opportunity to control more real estate in the GoogleSearch Results.  When running PLAs, advertisers have the opportunity toserve both a traditional AdWords Text Ad and a PLA.

·                          PLAsgive searchers the opportunity to see an image of your product offering beforeclicking through to your site; they can see price and your exact productoffering before clicking through to your site.  Often you'll seehigher-converting Clicks because of this.

·                          IncreasedReach & Scalability - Via PLAs advertisers do not select Keywords, ratherPLAs are served based on the attributes entered into the Google Merchant Centerfeed.  Because of this advertisers can serve PLA Impressions on KeywordSearches where they're not bidding on those Keywords and can reach a widerrange of Keywords.