Dan perach product listing ads setup for small business aka
Product Listing Ads Setup for Small Business aka - PLAWe will focus only on Product Listing Ads, as opposed toproduct extensions. What does PLA look like:The easiest preview tool is located within the keyword tab,called the ad preview and diagnosis tool…
This Google Doc was manually created and is manuallyupdated, which is great for a small business with only a small
number of items. Which does not require integration withbackend shopping cart software.Now that all this preliminary work has been done, creatingproduct feed in google docs, adding it to your merchant centeraccount, and filling in your company info, linking to youradwords account, tax and shipping info… you are read to createa Product Listing Ads campaign PLA in adwords…
Remember adwords_grouping field in your google doc?
Set your bid for “Auto targets” to $1.01 in beginning maybe.Bidding is at the auto targets level. There are no keywords, BUTthere ARE NEGATIVE KEYWORDS…Using negative keywords will give you a definite advantage overyour competitors, who are wasting money on irrelevant clicks.Ads? Be sure to choose product listing ad when making ads…
Where do we see the search queries that triggered our PLAads?
Looks like it might not be relevant… if not add to negative list…
You can also see these queries in GA, matched search queries,but right here within Adwords is fine enough, and now that GAimports data into Adwords, like bounce and time of site…What fields are necessary in your product feed?
Not all these fields are required.http://support.google.com/merchants/bin/answer.py?hl=en&answer=188494#otherIn Summary:PLA has take a prominent place on in search. In my opinion, if you have a good impressionshare for your main head terms, on PLA, you may consider targeting a side bar position onsearch instead of a top position.