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Everything You Need to Know About PLAs (Product Listing Ads)

This post is part of the Google Merchant Centre Guide - created by our Google Shopping Team

Google Shopping Strategy

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Google Product Listing Ads are a type of advertising that allows retailers to show images of their products along with prices and other relevant information in Google search results.

These ads are typically displayed at the top of the search results page and can help retailers to attract more customers and increase sales. They are typically used to promote specific products, rather than the retailer’s brand as a whole.

To create a Product Listing Ad, retailers must have a Google Merchant Center account and create a feed of their products that includes information such as the product name, price, and image. This feed is then used to create the ads, which are triggered to show up in search results when someone searches for a relevant keyword.

The difference between Google Ads and Google Shopping Ads

Google Ads is a platform that allows businesses to create and manage various types of online advertising campaigns, such as search ads, display ads, and video ads. These campaigns can be targeted to specific audiences and are designed to help businesses promote their products or services.

Google Shopping ads, on the other hand, are a specific type of advertising that allows retailers to promote their products by showing images, prices, and other relevant information in Google search results.

These Shopping ads are created using the information provided in a retailer’s product feed, and are triggered to show up in search results when someone searches for a relevant keyword. Google Shopping ads are only available to retailers who have a Google Merchant Center account and are a way for them to promote their products to potential customers.

How to get ads on Google Shopping

To get ads on Google Shopping, you will need to create a Google Ads account and set up a Google Shopping campaign.

This process involves creating a product feed that contains information about the products you want to advertise, such as the product name, price, and image. You will then need to create an ad group and set a budget for your campaign. Once your campaign is set up, your ads will be eligible to show on Google Shopping and other Google properties when someone searches for a relevant keyword.

Keep in mind that you will need to have a Google Merchant Center account in order to create a Shopping campaign. If you don’t have one, you can create one for free by visiting the Google Merchant Center website.

Google Shopping ad costs

The cost of a Google Shopping ad can vary depending on a number of factors, including the competitiveness of the keywords your ad matches, the quality of your product feed, and the relevance of your ads to the search query.

Google Shopping uses a pay-per-click (PPC) pricing model, which means you will only pay when someone clicks on your ad. The amount you pay per click is determined by an auction process, where you bid against other advertisers for the right to show your ad in search results.

The amount you bid, combined with the quality of your ad and other factors, determines where your ad will be placed in the search results and how much you will pay per click. In general, the cost of a Google Shopping ad will depend on how much you are willing to pay for a click on your ad, and how much competition there is for the keywords you are bidding on.

How much should you spend on Google Shopping ads?

The amount you should spend on Google Shopping ads will depend on a number of factors, including your budget, the competitiveness of the keywords you are bidding on, and the potential return on investment (ROI) of your ads.

In general, it’s a good idea to start with a small budget and gradually increase it as you learn more about what works and what doesn’t. This will allow you to test different strategies and see which ones are most effective for your business. As a starting point, you can try setting a budget of £10-20 per day and see how your ads and website perform.

If you are happy with the results, you can gradually increase your budget over time. It’s also important to monitor your ads closely and make adjustments as needed to improve their performance and maximise your ROI.

It takes time for Google Shopping ads to work

It can take some time for Google Shopping ads to start working and generating results for your business. This is because it can take time for Google to review and approve your product feed, and for your ads to start showing in search results.

Additionally, it can take time for your ads to start generating clicks and conversions, as it can take time for potential customers to notice and interact with your ads.

It’s difficult to predict exactly how long it will take for Google Shopping ads to start working for your business, as it can vary depending on a number of factors. However, most advertisers can expect to start seeing results within a few days to a week after setting up their Shopping campaign.

It’s important to be patient and give your ads time to start working before making any major changes or adjustments to your campaign.

The average return on Google Shopping ads

The average return on Google Ads can vary depending on a number of factors, including the type of business you have, the products or services you are promoting, the competitiveness of the keywords you are bidding on, and the quality of your ad campaign.

In general, the average return on investment (ROI) for Google Ads is between 2:1 and 3:1, meaning that for every £1 you spend on advertising, you can expect to earn £2 to £3 in revenue.

However, it’s important to note that these are just averages, and the actual ROI you experience with Google Ads can vary depending on the factors mentioned above. In order to maximise your ROI, it’s important to carefully manage your ad campaign, track your performance, and make adjustments as needed to improve your results.

See also: 
How to Increase Sales With eCommerce CRO
eCommerce CRO Agency
[[Why Your Google Shopping Ads Are Not Showing]]

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