Product Listing Ads Best Practices
Best Practices For Product Listing Ads
If I could point out any one thing which is great about Google Shopping, this would be it. On Google Shopping you can bid on individual products, categories, price buckets, etc. to push products depending on performance, and your seller goals. KABOOM.
“Being able to bid on your Google PLA listings is a major plus. Free traffic was great. However, you had limited options if you wanted more traffic from Google. You tried product title optimization or you tried stuffing some keywords into the descriptions. You most likely tried several other things but it was ultimately up to Google and their algorithm to decide whether you got an increase in traffic. Now you have the option to influence and pay for arguably the highest quality traffic available to your products and website.”
We’ll touch on some best practices for PLA management in a bit. But the major implication of PLA bidding is that ad group bids (along with your daily budget) impact where your products show up for PLAs.
Google determines which PLAs appear and rank for search queries based partially on what the Ad Group bid is associated with those products. Merchants that show up in the top 5 PLA spots for any one search are likely bidding higher (so they are spending more and potentially have a higher Cost of Sale or COS), but they are also going to get more visibility for those PLAs.
Change Your Bids to Modify Google Shopping Results
Change your Ad Group bids to change their average position.
“Just because you have a lever to increase your traffic does not mean these new potential customers will convert. Be sure to optimize your landing pages [and feed] to ensure you are doing all you can to give your new found traffic a higher chance to convert.”
Note: If you have a more restrictive budget getting a spot in the top 3-5 spots may not be attainable with your daily budget. Likewise if your conversion rate is low for any Ad Group, or you have products with a lower average order value, or low margins, you’ll want to temper raising Ad Group bids to rank higher.
New Google Shopping Guide: 2016 Edition