Shopping Ads (you may know them as Product List Ads or PLAs) have become a major part of the search landscape. Not only are they taking up some valuable real estate that once belonged to text ads, but they often convert at a higher rate as well! This is why it’s no surprise that we recommend running Product Listing Ads to our e-commerce clients.
With the right bidding & keyword strategy, shopping ads give us the ability to show up not once, but twice in the sponsored search results!
Instead of using keywords like you would when running a regular pay per click campaign, Shopping Ads rely on a product feed that is imported through the Google or Bing Merchant Center and linked to your account. Each feed contains important information about your products like SKU, price, product image, availability and more.
While it is easy to gather and manage all of this information using a plugin through your e-commerce system, we typically like to take a more hands-on approach, so we can make sure the information being shown in these ads is as relevant and easy to read as possible. This can involve a little bit more leg work for us during the setup, but don’t worry, it doesn’t require any additional work for you. We’re willing to do a little bit more work on our end if it ensures better results for our clients down the road!
Because Shopping ads appear in their own box on the Google and Bing Search Results Pages in addition to a corresponding picture, e-commerce clients experience significantly more engagement with these ads. More engagement means a higher click through rate and a higher clickthrough rate (CTR) means more qualified traffic to your website.
Although this ad format is gaining in popularity, there’s a chance your competitors haven’t taken advantage of it yet. If they have, consumers have the option to directly compare your product to theirs, and if implemented correctly, you should be able to outshine your competition.
Not only do you have more traffic, your traffic is more qualified. Because Shopping Ads contain additional detailed information that text ads do not, potential buyers have a better idea of your product offering which assists them in making a purchase decision even before they enter your site to complete the sale. These visitors are often searching with intent to buy, and Shopping Ads make it easy for them to convert.
Shopping Ads can appear more than once for a search query and alongside text ads and organic ads. This enhances your brand presence on the search engine result pages and a broader reach to your customers.
Google and Bing Shopping can lead an e-commerce strategy – but it needs to be done correctly to receive the maximum benefits. Not sure if Product Listing Ads are right for you? We'd be happy to help you figure it out!