Tag Archives: PLA’s

How to Optimise Product Listing Ads

30 June 2017 chloe Leave a comment Taggr

In 2013, Google made the transition to a fully paid model for its shopping and image product listings, known as Product Listing Ads. Since this shift,  sellers and advertisers have been scrambling to optimise their products and services for this traffic source. Product Listing Ads now make up a large percentage of AdWords traffic, so it’s crucial that businesses ensure they have fully optimised their PLA campaign. That being said, they need to make sure that you are getting good PLA traffic at the cheapest possible price. 

Google shopping ads

What are Product Listing Ads (PLAs)?

Product Listing Ads, also known as PLAs, are cost per click (CPC) ads offered by Google AdWords. PLAs include product images, a short description, the price and merchant name, and will appear on Google search results pages on the top of the page (above organic results).

How Can You Make Sure Your PLAs Are Optimised?

1. Go Back to the Basics

It is no secret that Google doesn’t help advertisers, as they are more than vague on how to optimise the product listing adverts. That being said, Google does provide guidelines to explain the rules, formats and information needed to successfully get your product onto the feed, so make sure to research them and then implement them when sorting out your product listing ads!

2. Images are Everything

The paid model of Google Merchant relies on high quality images to get your products and services out there. It is common knowledge that a competent text ad will help achieve a high click-through rate, high quality score and therefore increasing visibility and decreasing cost-per-click. The same goes with image ads. Your images need to be of high resolution and entice potential customers. Good quality images will help dominate positions and increase clicks and thus sales.

3. Make the Most of your Titles and Descriptions

Put your SEO socks on and get to know the meta titles and descriptions. This is because you can’t control which products show for which keywords (unlike AdWords search ads). The only metric Google uses to match products to keywords is the information provided in the feed. This makes it crucial to optimise the titles and descriptions for the keywords you want your products to appear for. If you have multiple products that are similar, you need to ensure that the content you provide is unique and not the same across all your descriptions.

4. Don’t Make your Feed Look Spammy

If you have several rows in a feed for one product, such as a row for each colour of a specific sock, you must ensure that you implement the variant field item_group_id correctly. If you fail to do so, then you will be presenting Google with lots of different products with the same titles and descriptions when generating your feed, making it look spammy and hard for the search engine to choose what to match.

5. Provide Enough Information

Just because all fields are compulsory to fill in, it doesn’t mean you shouldn’t add the extra information. The more detail you can give the more chance Google has of matching your products with keywords. So, when you ensure that you use the full Google taxonomy category for every product, alongside sensible product taxonomy names from your site in the product_type field that use the keywords you want to be shown for.

6. Control the Products Shown

If you’re optimising for generic keywords, then it is imperative that you understand how to control the products shown in the feed. For example, if you have 100+ products for hair accessories that match this description which Google, they would have to rotate and work out which products get the most clicks. You know what products are the best sellers and the ones that have the best offers that will easily convert. This means you have a better chance of showing products that will get a good click through rate. This is done via the adwords_label field in the shopping feed and setting up an ad group that only filters these products.

If you have an ecommerce site yet don’t have PLAs set up already, here are 5 reasons why your business will benefit from PLAs. Taggr allows you to generate a product feed easily and rapidly, without any dev time or knowledge required. For more information, do not hesitate to get in touch.

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Could the Rise of eCommerce be the Demise of Retail?

15 December 2016 Omar Budeiri Leave a comment Taggr

7 reasons why ecommerce is the new commerce

1. The Rise of Online Shopping

Why? More convenience, more choice and less stress.

Although online shopping is nothing new, the last 10 years has reported unforeseen exponential growth.

The availability of bandwidth, acquisition of smartphones and a generation of digitally-native millennials have made online shopping the norm.

 

2. Profitability of Scaleability

Nobody had heard of Amazon or Ebay in 1996. In China, TaoBao was just a distant dream. Everyone saw retail as localised and self-executed. In fact, Amazon started off as a bookseller and Ebay as a local, internet-based auction site.

However, they both had one thing in common: Scaleability.

The internet has the power to transcend local habits and give people choices beyond their vicinity.

And as a result, Amazon and Ebay are now both multi-billion dollar companies, and have not only seen off competition from the high-street, but spawned an entire new industry and paved the way for thousands of online retailers.

 

3. Better Distribution = No Shop Required

Most start-out retailers now reject the high-street altogether.

Stores with no permanent physical presence on the high street or out of town shopping parks, such as Asos and Amazon, took nearly 50p in every £1 spent with online retailers in 2015, according to figures from the Office for National Statistics.

This is up by nearly a quarter since 2010, when 41p of every £1 via the internet was spent in “online only” shops.

 

4. Supermarkets Made Convenient

Tesco, Sainsburys, Asda and Waitrose now deliver shopping for next to nothing. They even give you a designated hourly time-slot. All four of these supermarkets have mobile apps for iOS and Android. Morrisons sell through Amazon’s ‘Prime Now’ service. Groceries. Within the hour.

 

5. Startups Accessible to All

It’s now easier than ever to sell online.

Companies like Shopify, Magento and Stripe have made it possible for non-technical people to build an e-commerce website and take payments quickly, easily, and automatically.

 

6. The Sharers Economy

Airbnb. Uber. Schpock. Gumtree.

Now you don’t even need a shop, or an office. You can buy and sell your goods, space and time through an app in seconds. Could this be the future of retail?

 

7. Google

The household name so frequently used that the Oxford English Dictionary now allows it as a verb.

Google Merchant and Adwords are like matchmaking services, bringing retailers and customers together, allowing the seller to bid for search terms and easily create product listing ads (PLAs).

Not only can everyone now start selling online, but the rise of ecommerce makes it un undeniable reason for all businesses to start selling online.

 

You can download the infographic here.

 

To find out more about how we can help you get on on Google Shopping today, just get in touch!

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