Google Shopping and Product Listing Ads have quite a bit of potential, but it is important to know the best path for success when using these ads as a part of your marketing campaign. The first thing you need to do is set up a good marketing campaign by understanding the goals and the budget you have available. This ensures you are putting your efforts and your money in the right areas.
For example, those who are using Shopping and PLAs may want to adjust their bids so they can place higher in the results if they find that the lowest bids are not getting them the traction they need. However, you never want to go over your budget with any marketing effort, so make sure you are aware of just how much you have to budget towards CPC. By adjusting your bids with certain products, it is possible to reach your goals. For example, if you are trying to increase the sales of a certain dog collar, you could bid higher for that PLA, thus having a higher placement and potentially more sales.
Better Data for Success
You should work toward improving the quality of your data so you can be sure customers are seeing your products, and that your products are going in front of the right customers. You can do this several different ways. First, you will want to make use of the Merchant Center Data Quality Tab, which lets you optimize your information. You will also want to look up negative keywords and set them so you do not have to worry about your products coming up on search engine results that have nothing to do with the product or that would provide poor results.
Finally, you really need to make sure you are using a great photo for each of the PLAs you have. Since these are not merely text ads, and they have an image, you are relying on that image to help sell the product. A poor quality photo or even a boring photo will not help you sell. Use the best quality photos that you can to attract the attention of customers.
Track the Progress
One of the best things about the PLAs is that you have the ability to check to see how they are doing, just as you can for any of your ads with Google. This lets you see whether the ads are effective or if they just aren’t garnering any clicks. This information will be very important when you are coming up with your next marketing campaign. You can take the elements that worked and get rid of those that did not, hopefully building a more successful campaign the next time out.
With all of the different things that you have to consider with your ecommerce website, it is sometimes difficult to manage all parts of your business successfully. The right tools, software, and help from other parties can make all the difference in the world though. Consider some of the tools Appath offers to see what might be able to help your business.
Summary: Google Product Listing Ads have quite a bit of potential for businesses, but those businesses need to understand some of the tips and tricks to working with PLAs first. By optimizing your data and making sure you have the right text and the right photos, it can help you to gain the attention of more people who may click on your add and become an actual paying customer. By tracking your campaign, it is possible to see the performance of the various ads, which helps to revamp the goals and focus of the next campaign.