Product Listing Ads Best Practices
Manage Your Budget
Google charges for Product Listing Ads on a cost per click basis. Merchant listings remain active until the daily budget is reached:
“We charge for clicks on your Product Listings Ads on a cost-per-click (CPC) basis. Since Product Listing Ads don’t use keywords, you’ll use attributes in your Merchant Center product feed to define product targets. Then you’ll set maximum cost-per-click (CPC) bids for your product targets. Just like how bidding works for AdWords ad formats, you’ll only pay the minimum amount necessary to beat the ad position below yours and you’ll often pay less than your maximum bid.”
When you initially create your PLA campaign, you will need to set a daily budget on the campaign
settings page (at bottom), like in the example below:
At the bottom of this page, under ‘Bidding and budget’ is where you set your budget:
If you already have a budget set, you can modify your daily spend under the Settings tab like in the example below:
Or right under the header for your individual campaign like in the example below:
If you have a daily budget set at the max amount you can spend, don’t be too scared to bid aggressively so you can generate data to build out targeted ad groups.
Google Shopping doesn’t send you any alerts if and when you’ve reached your daily budget, but AdWords will, and we’ll show you how to set that up below.
As a rule of thumb, when you set (and later modify) your daily budget, remember to look at what your bidding so you set a high enough budget to avoid reaching your maximum budget early in the day.
Even if you set up alerts, you’ll want to be checking your PLA campaign at least a couple of days a week to modify bids. When you do, take a look at your daily spend and how long your listings are live each day.
AdWords Alerts For Your Product Listing Ads Budget
Set these up in AdWords under Campaign > Automate like in the example below:
Under Automate, ‘select Send email when…’ like in the example below:
Then update the rule options like in the example below:
Make sure that you set the dollar amount and the time appropriately. If each campaign has a different daily budget, make sure that you’re updating the dollar amount in your rule to reflect the appropriate percentage.
ALSO, pay attention to the time that your rule is running as it’s possible that your budget may not reach your rules’ threshold until after that time. Adjust your rules with this in consideration.
If you notice your product are coming down (you’re reaching your daily budget), you should increase that budget, and or reduce bids on ad groups based on spend and performance metrics.
It’s also a good idea to look at performance over time to see what time you have been reaching your budget every day (in the past week, month, etc). This will give you an idea of what your budget should be daily, making your budget more proactive instead of reactive to products coming down.
One of the easiest ways to see when Product Listing Ads campaigns are reaching their maximum budget is to look at the campaign filters, or check out the status of the campaign when you are logged in.
Think of you daily budget like you do bidding, as something which should be changed based on performance frequently. Even if you have a restrictive overall budget (e.g. $1000 a month), you can change your budget depending on your business’s sales trends (like during Q4) to maximize exposure.
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