I’ll go straight to it, below you’ll be able to find the top 5 reasons your company should be buying some ad space on Product Listing Ads.
PLA – Product listing Ad, Google Shopping Ad
SEA – Search Engine Ad
As you can see in the image below, Fnac Portugal has 1 regular search ad for “iPhone 7 plus” in the search results page and has one Shopping ad on the right side of my Microsoft Surface Pro. This means that Fnac has 10% of all – of my surface pro screen – or 22% of ad space.
If we look at my LG G4 smartphone – I’m giving you the information about my devices so you can check the screen resolution if needed* – than the ad space would be even bigger (image below). In this case, we can see that the Google Shopping ads cover approximately 30% of the screen, where Fnac Portugal – well done Fnac ? – has 25% of the screen with 2 products.
2. Double your CTR and Impressions
When both SEA and PLA ads are showed you automatically double the probability of being clicked because both ads can appear at the same time for one account.
You will also have the possibility of presenting more than one product for one single search.
Important: each time that a product is presented (even if you are presenting 2 products for 1 single search) Google counts it as 1 impression for each product. One search can count as 5 impressions for your campaign.
3. SEA + PLA = 83% Higher Chance of Purchase – Google Studies
According to Google, a user who sees both a SEA text ad and a PLA is more likely to visit a website (90%), make a purchase (83%), visit a product page (77%), add a product to a cart (73%), search for a brand (75%) and click a store locator (20%).
4. Price Comparison – Every Merchant Can Win
If you look at a PLA ad (image below), you will see that the Fnac ad only shows 3 fields – to date. The name of the merchant, the price and the product name. This means that any merchant can compete with the biggest merchant brands when the decision might be based on a price factor.
5. PLA win in the Mobile world (PLA vs SEA)
All ecommerce advertisers know by now that mobile is the way to go nowadays and PLA ads are all about the mobile ad space. The image, price and the fact that the PLA ad only shows on ecommerce searches – when people are looking for a product – all the valuable information related to a possible purchase is instantly available. Jus be sure to be relevant at the right time with the right poduct.
SEA = 2 headlines + 1 description;
PLA = product name + price + 1000 words (picture) ?
If you are reading this article and are still wondering if you should invest in this type of ads, this might help:
Should I waste time building a Product Feed for a Test?
The answer is yes! But let me share a tip so it is easy on your company. Building and automated product listing for Google might be troublesome and costly if you don’t have the right infrastructure on your server. Don’t just go directly to your IT department and create a ticket. You can test it with a handful of products and an excel sheet. So, try this first.
Create an excel sheet with your bestseller products for a month and by the end of 4 weeks, you should already have a good sample to go ahead with the right decision for you.
Should I present both SEA and PLA ads at the same time or should I concentrate on only one option?
As you might have read in the previous PLA advantages in this article, Google has some study that backs the exact answer. Both ads do hence your probability of sale and that is always a good thing.
I would suggest though, that you try it for yourself. Don’t just trust Google on a 3-year-old study. Test it!
Which is better SEA or PLA?
I hate do this to you but I do not have a correct and final answer here. In fact, what can work best for you, can be worst for me. So, test it! Try 2 weeks with several products with one or another and let results determine the answer. When we speak about search ads, since we are speaking about the lower part of the funnel, it is easer to determine what is more affective – in opposite to TV for example.
Let me know what you think here:
*the percentages of the screen were measure by the amount of pixels
The opinions expressed in this article are of my own and do not represent any of the companies I am related to.