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TOP 7 tips: Google Product Listing Ads

6 minutes of reading
TOP 7 tips: Google Product Listing Ads
Category SXO

Are you looking for a new way to drive traffic to your website and increase sales? Google Product Listing Ads are one of the most powerful tools for driving e-commerce sales, and with the right strategies and tactics, you can maximize the impact of your ad campaigns. In this blog post, we’ll discuss 7 key tips for getting the most out of your Google Shopping, so you can reach more potential customers and boost your sales.


Introduction to Google Shopping

Google Shopping, PLA advertising, Product Listing Ads – these are many names for advertising in one of the largest search engines in the world. They are intended primarily for online stores, in order to promote specific products directly in the search engine at the top of the SERP results list.

It is a kind of comparison engine for purchases from different retailers. A potential customer, your future lead, can see the price, features and photos of specific products, then go to the specific retailer’s website to complete the purchase.

How it’s working?

Google Shopping is slightly different from standard PPC advertising. These ads are different from regular text ads in that they feature images of the product and detailed information such as the price and store. The display of the advertisement is determined by the Google algorithm, which processes the data collected in the product file sent by the advertiser to the Google Merchant Center. If a user clicks on your ad, they will be taken to your website and there they will be able to complete their order.

Benefits of having Google Product Listing Ads

  • Increased visibility. PLAs are featured prominently on Google’s search engine results page. This means that when someone searches for one of your products, they will be more likely to find it quickly and easily.
  • Targeted reach. Listing Ads are targeted towards people who are interested in buying specific products. This makes them more likely to convert compared to other types of ads.
  • Cost-effective advertising. Google’s cost-per-click (CPC) model makes PLAs an affordable way to advertise. You only pay when someone clicks on your ad, so you don’t have to worry about paying for impressions or wasted clicks.
  • Increased engagement. By displaying relevant information such as product images and pricing, PLAs can help engage customers and drive sales.
  • Improved ROI. With more targeted ads and increased engagement, you can expect to see a higher return on investment from your PLAs campaigns.

How to sell on Google? 7 practical tips

By creating product listing ads and optimizing them to fit with your business goals, you can get the most out of your marketing efforts and increase your sales. But how can you optimize your product listing ads?

Step 1: Google Merchant Center Account optimization

Google Merchant Center is an essential part of the Google Shopping process, as it’s the platform where you manage your product listings. To get started, create an account and fill in all the details requested, including company information, website URL, and any other relevant information.

Then, you can begin uploading your product data feeds to the Merchant Center. When setting up your product data feeds, make sure to include all necessary product details like titles, descriptions, images, prices, and availability. It’s also important to accurately categorize each product so that your listings appear in relevant search results. Once you’ve uploaded your product data feed, review it to make sure everything is up-to-date.

Step 2: Product titles

When crafting titles, try to include words that shoppers would use when searching for similar items. Also, make sure you are using the right format for each item. For example, if you have multiple sizes of the same product, you’ll want to create individual titles for each one that includes the size specification. Finally, remember to follow the guidelines set by Google for title length (no more than 150 characters).

Step 3: High-quality images

Having high-quality images will help customers decide which product they want to buy and make their shopping experience more enjoyable. When choosing the images for your products, it’s important to use only clear, high-resolution images that show your products from multiple angles. Additionally, make sure that the images are related to the product and not just a generic stock photo. Another important factor is to keep the size of your images as small as possible so that they can be quickly loaded and seen on the search engine results page. This will help increase the click-through rate of your ads and give customers a better overall experience.

Step 4: Engaging descriptions

Writing compelling copy that showcases your products’ features and benefits is essential in helping customers make a purchase decision. Your descriptions should be easy to read, informative and include relevant keywords to ensure that your products are visible in search results. Including customer reviews is another great way to add credibility and engage potential buyers. You may also want to consider adding product FAQs or video demonstrations to further explain the features and benefits of your offering.

Step 5: Ad extensions

Adding ad extensions to your PLAs is essential for increasing visibility in the search engine results pages. These include:

  • sitelink extensions (additional links to other pages on your website, giving users direct access to product categories or pages),
  • callout extensions (drawing attention to specific aspects of your products such as discounts, warranties, or free shipping),
  • structured snippets (to highlight specific product features, such as sizes, colors, material type),
  • price extensions (showing the price of products).

In addition to these standard ad extensions, there are also some “special” ad extensions available. These can be used to show additional information such as promotions, reviews, or ratings.

Step 6: Targeting

By targeting the right people and audiences, you can make sure that your ads are being seen by the right people and your products are getting the maximum exposure they deserve. Google offers a wide range of targeting options when setting up your product listing ads, including location targeting, device targeting, language targeting, and even demographic targeting. With these tools, you can target specific users based on their interests, gender, age group, and more. You can also target users who have shown an interest in related products or services.

Step 7: Keeping list up-to date and testing

You need to ensure that the products you are advertising are available and that the product information is accurate and up-to-date. Regularly testing your campaigns is also important in order to ensure that you are maximizing your ROI from your Google Product Listing Ads. Testing different ad copy, images and targeting can help you determine what works best for your business and will help you maximize your sales.

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Google Product Listing Ads are a powerful tool for any business looking to get the most out of their online presence. Following the seven tips outlined above can help you maximize the effectiveness of your product listings, allowing you to reach a wider audience and increase your sales. With the right approach, Google Shopping can be a great way to increase traffic and generate sales.

Aleksandra Pietrzak
Curator at the National Museum in Poznań, graduate of Art History at the Jagiellonian University and Contemporary Art at the Pedagogical University of Krakow, curator of exhibitions and author of scientific and popular texts. A lover of contemporary art, literature and travel.
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