Many companies, both large and small, have been using PLAs, or product listing ads, through Google as a means to improve their ranks for Google Shopping. Of course, many companies have actually had a bit of trouble wrapping their heads around just how to use the system. Fortunately, it has been around long enough that there are now some best practices, as well as some things that you will most certainly want to avoid. In this article, we’ll examine some of the things that you will need to do in order to improve your PLA campaign. Here are some of the mistakes you will want to avoid and the things you may want to consider doing.
Think Like Your Customers
When you are choosing the key terms that you will include with your PLA, make sure you are thinking like your customer, and using the type of search terms they are most likely to use. This is becoming more important than materials and model numbers. Know your customers, and what they want, as well as the terminology they use. Have more than just a single product target and really explore your niche. You can add attributes such as the brand, for example.
You should try to keep your titles relatively simple, and use real words. You don’t need to put the SKU or any codes in the title, since Google allows you to add that information elsewhere. You want to make it easy for your customers to find the information they actually want. You can be sure that most customers are not going to be putting in SKUs when they are searching for products.
Many companies forget about using negatives in their PLAs, but they can be very important. By adding negatives, you can block characteristics that do not actually match your particular product. Ultimately, this means that when your products show up in search results, they are coming to people who are actually looking for the types of products you are offering.
You Need to Be Original
Another issue that some companies have is getting a complacent and lazy attitude when it comes to creating titles and descriptions. If you are using the same information, Google will see it as the same product, and that limits your exposure. Using the same information as the brand retailers will not do you any favors, either. Instead, you need to create unique descriptions and titles. Make them different and stand out from the crowd, and even apart from your own other listings.
In addition to using good and original text, you should also consider the images that you are using. Many retailers simply use the photos from the manufacturer or brand site, since this is what most of your competition is doing. This leads to everyone having the same exact images on their product listings, leading to a homogenous appearance. Nothing about this makes you stand out and it doesn’t make your company look special at all. You are just another vanilla retailer. Instead, you may find some more success if you choose to experiment with new images of the product in your listing.
Good images can catch the attention of the people who see the ad simply because they haven’t seen those images before. They might be more willing to click on your advertisement. Test images and see which one works best for you
Getting your head around the PLAs may take some time, but it really is worthwhile to spend some time learning how to use them properly. Better listings on Google Shopping can make a huge difference in your overall success or lack thereof.