How to Optimize Your Product Listing Ads For More Clicks


When you are looking for a product to buy, what do you do first? You Google it. And for most buyers, the first result they see is paid advertising at the top of Google’s search results.

These product listing ads (PLAs) are like a small ecommerce store, with product images, prices, ratings / reviews and other helpful information সমস্ত everything you need to know before you buy. Pretty nifty, huh?

So when you’re on the market for a new book or shoe pair, instead of clicking on a simple old text link on Amazon or eBay, you’ll see a product listing ad at the top of your search results.

Through product listing advertising, you can provide buyers with key product ditches to increase their chances of buying. Here’s how product listing advertising can give an incentive to your advertising strategy.

What is product listing advertising?

PLA is an ad that appears in product-query searches on Google. These ads are highly targeted and useful for your search, and they allow you to click directly to purchase a product. PLAs effectively drive product list sales and generate the most advertising revenue per click.

But how do they work?

Here’s how it works: When a user searches for information about a product on Google, PLAs appear at the top or left of the result, in the Shopping tab or in the Image tab. Advertisements include a product image and relevant information, such as price and product description

When you click on a product listing ad, you will be taken directly to the product page with all the details you need before making a purchase.

Unlike standard ads, you don’t have to list every keyword. You simply create a product feed, an organized list of your products Then, Google automatically pulls information from your feed, including product information, images and prices.

How can you keep track of everything? OK, Google Analytics already works for you. Once you add the Google Merchant Center product feed from your product listing ad to your Analytics account, the system will track every visit to your site. You can set a daily budget for your PLA to control how much you spend on product advertising.

Why should you use product listing ads?

PLAs are a great way to attract qualified traffic to your product. Visitors who click on your ad are more likely to buy your product because they are already in the shopping mindset. Some other reasons to consider using PLA include:

  • Extended reach: Google gives you real estate using product listing ads, giving your brand more exposure. This means you will find your product in front of more potential eyeballs than ever before. It can increase sales and brand awareness.
  • Higher click-through rate: According to Google, PLA has a higher click-through rate than other ad formats because the product contains all the essential information. With a higher CTR, you’re able to drive more traffic and conversions to your product list with PLA than using other formats.
  • Low price: Since the CTR of product listing ads is higher than other ad formats, you can expect your CPC to be lower. Low CPC means low cost, and it’s never a bad thing.

How to optimize your product listing ads

Product Listing Advertising features include a title, image, and product data. Sometimes they may have some kind of growth. Here is an initial overview of each of these features

Title

Use a descriptive and compelling headline, because when customers click on your ad it will be the first thing they see. This is the only place where you can use about 150 characters (but only 70 characters actually appear – see the cut-off title below). Use your most interesting keywords here, but don’t try to entice customers with flashy language. (Tip: Use a keyword search tool for inspiration).

To keep it clean and simple, PLA only displays product names and a price — no fancy words are allowed! Be sure to add your brand name to your title to get any of your brand names recognized.

Pictures

High-quality images of the product you’re advertising will help customers feel more confident about clicking on the ad. Make sure the images in your product are clear to help customers see better.

Choose your images wisely to present your products accurately. Photos must be a minimum of 100 x 100 pixels (250 x 250 for clothing products), a maximum of 16MB.

Product information

In this section you list important statistics of your product: price, brand, color, size, material and other product details. Be sure to include as many details as possible to help guide customers in the right direction.

No one likes a bait and switch. Avoid displaying inaccurate or misleading information about your product. If you do, you may run into problems with Google.

Enhancement

Include promotions and customer reviews in your ads to increase engagement These may not always appear, but they can increase the chances of your ad being clicked on

Image courtesy of Google Inside AdWords

Prepare your PLA

Product list advertising is an incredible way to get more exposure for your ecommerce site. They can be a great source of income if you use them properly. If you are new to PLA, go ahead and give them a try. Be sure to carefully track your conversions so you can see how they affect your bottom line.

One last thing: make sure your site is optimized for mobile viewing. Google reports that PLAs are more likely to click on mobile devices, so you don’t want to miss mobile traffic by neglecting your mobile optimization. Your mobile landing page will be better prepared for those post-clicks, and that means it should be easy to navigate and load fast with clear copy.



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