Latest Updates about Google Product Listing Ads
Google has recently announced that they will automatically migrate all existing PLA campaign to new Google shopping campaign in this August 2014. If you still did not migrate your PLA campaign, follow this detailed guide i have just published at OLBUZ Consulting blog.
If you own an eCommerce website and do not run Google product listing ads, you are losing big opportunity. If you are not familiar Google Product Listing ads, please review below screen shot in which you will find ads of “Black Mat Prod Yoga Mat” along with its image and price. Those ads comes through Google PLA!
As per my vast experience working with eCommerce businesses, Google product listing ads has two major benefits.
Higher conversion rate
I observed that PLA campaign usually gives higher conversion rate as compare to search or display advertisement. See below screenshot of Google ads being served on “Black mat pro yoga mat” keyword. It clearly shows the product image and price from different seller. This type of ads can attract highly targeted audiences which improve the overall conversion rate.
Lower Cost Per Conversion
I observed that the CPC (cost per click) is very low in Google PLA campaign as cannot target particular keyword. In PLA, you are bidding on whole PLA campaign and Google display your ads based on relevancy of your product and user’s query. Of course you can manage other targeting methods by including product targets and optimizing feed. See below image depicting auto target setting based on product price range.
Google has been bringing in new form of marketing tools to the table and the newest additions enhance shopping experience like never before. For businesses who want to do more on the web, Google Product Listing is an effective way to reach the target audience and generate more than the expected revenue. Managing your bids, finding new traffic opportunities and reporting your performance on the web just got easier.
In this article, I will explain the steps required to setup a Google Product Listing Account effectively.
The prerequisites of setting up a Google PLA Campaign include having an error free data feed and a Google Merchant Center Account. Here I assuming that you already uploaded valid feed on Google merchant account. If you don’t know how to optimize the feed, checkout my recent article on Google shopping feed optimization guide.
Once these are in place; here are the steps to follow
Google PLA Campaigns require linking your Google Merchant and AdWords accounts. For linking, business owner need to log into their Merchant Center account that will have a “Settings” tab in the left navigation options. Choose Adwords from the drop down which will show 2 options as shown in below screen shot. If you are not having Adwords account, you will have to create one by following instruction given in first option. If you already own Adwords account, go to option 2 and enter a valid AdWords customer ID. One can link several AdWords account to one specific Merchant Account. In given screenshot, you will find one active adwords account associated with this merchant account.
Creating new campaign
Once the above link is complete, a new campaign can be created by using specific Product Listing Ads. An important thing to note here is to keep PLA as a separate campaign from general display network and search campaigns. Creating new campaigns need you to navigate to the overview tab in the AdWords account and select the “New Campaign” option. Select search network only and name the campaign as you please but ensure that you have the PLA under Type section of setup. See below screenshot for more information.
Next steps involve setting your location from location options, bidding options, budgets, languages and comfortable delivery methods. Check the “Extend my Ads” option in Ad Extensions section. When linking more than one account for the same campaign, double check the account connected. In case you need, changes could be made at any time.
Ad group creation
Now click on the campaign and create new AdGroup. Setting up an Ad Group requires naming it and having a suitable description in place. If it is the first time you are using the option, keep All Products checked. It is good to start with the minimum safe bid. See below image where you can see different options to select from.
Picking up a targeting strategy depends on the existing company goals, its verticals and similar factors. As I mentioned earlier, you can target particular products by different targeting options available in Google PLA campaign. It is totally depending upon your organizational goal and marketing plan.
Ad targeting might be based upon brand, product type, Product ID (SKU) and other custom defined attributes. The choice will again depend on marketing strategies you want to have in place and also the cost per lick bidding options. You can also include additional attributes in your Google product feed to manage targeting by combining different options. See image one in which shows adwords_labels attribute. I have added this field to categorized price range of product in Google feed to manage bids accordingly. Here is the screenshot of Google feed with this new attribute and its value:
Review and Analysis
It is very important for one to review their PLA and keep optimizing the same for better performance. It is good to be creative with PLA Campaigns thereby adding value to your performance metrics. Once the PLA is set-up it’s time to start optimizing it.