How to Make the Most of Your Google Product Listing Ads

Content Manager

It’s safe to say that Google is the place where shoppers are searching for products, whether it be on smartphones, tablets or desktops. But the question remains: Are your product listing ads (PLAs) showing up?

Product advertising has become an important way for retailers and brands to sell to consumers, representing 70% of clicks.

[Webinar: Google Your Way to Better Digital Marketing Campaigns]

In May 2016, PLAs were added to image search as part of the Google search network.  However, most digital marketers are having a hard time determining the best strategy for their products. PLAs are growing in popularity, making Google the channel of choice for retailers and brands to reach consumers across any device.

In September, Google updated its seller ratings program, increasing from 30 to 150 the minimum number of reviews needed during the previous 12 months to qualify for displaying Google Seller Ratings extensions in AdWords. The GSR ranking, like many others, is shown as a range of one to five stars.

Link Walls, Vice President of Product Management for ChannelAdvisor, said buyer expectations for ecommerce continue to rise. Whether it is around delivery time, costs, return policies or competitive pricing, consumers have high expectations and meeting those with great service is critical.

“Undoubtedly, Google recognizes this and wants to ensure that its seller ratings have enough volume behind them,” said Walls. “Raising the minimum number of seller ratings required accomplishes this, ultimately strengthening the system.”

Are you making the most of our shopping campaigns and using the latest features from Google to learn and target your consumers?

To find out about the latest tools from Google and the best strategies for product advertising and product listing ads, join ChannelAdvisor on Wednesday, Oct. 5 at 2 p.m. ET for a webinar hosted by Multichannel Merchant.

Daniela Forte is Multichannel Merchant’s Associate Editor

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