{"id":4137,"date":"2022-08-22T15:12:33","date_gmt":"2022-08-22T15:12:33","guid":{"rendered":"https:\/\/www.searchberg.com\/blog\/?p=4137"},"modified":"2022-09-08T10:12:46","modified_gmt":"2022-09-08T10:12:46","slug":"google-product-listing-ads","status":"publish","type":"post","link":"https:\/\/www.searchberg.com\/blog\/google-product-listing-ads\/","title":{"rendered":"10 Tips to Optimize Your Google Product Listing Ads"},"content":{"rendered":"

Move over, standard text-based ads. There’s a new sheriff in town: Google product listing ads.<\/p>\n

When Google first introduced product listing ads (PLAs)<\/u><\/a>, the SEO world knew they were going to change the game for eCommerce businesses.<\/p>\n

A far cry from regular ads, PLAs provide more<\/em>\u00a0information to users, including photos, reviews, titles, prices, buying options, ratings, store names, and so much more.<\/p>\n

As your products are plastered inches away from Google search queries, web users feel compelled to engage with them.<\/p>\n

PLAs capture buyer intent, provide a spectacular user experience, and give you sweet conversions\u2026if they’re leveraged correctly<\/em>, that is.<\/p>\n

PLA marketing\u00a0can easily go wrong if you leave optimization out of the mix.<\/p>\n

If you simply launch PLAs and let them collect dust, your competitors will engulf you.<\/p>\n

We’re here to make sure that doesn’t happen.<\/p>\n

Join us as we walk you through the best ways to optimize your Google product listing ads.<\/p>\n

Which tricks will give your ads the traction they deserve? Are there any mistakes you should avoid?<\/p>\n

Buckle up; we’re covering the A-Z of effective Google PLA optimization.<\/p>\n

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Table of Contents<\/h2>\n
    \n
  1. Get the Details Just Right <\/a><\/li>\n
  2. Use Simple, High-Quality Images That Match User Intent <\/a><\/li>\n
  3. Write Relevant, Short Product Descriptions <\/a><\/li>\n
  4. Master the Art of Keeping the Title Short Yet Informative <\/a><\/li>\n
  5. Use the Right Feed Attributes <\/a><\/li>\n
  6. Make Your PLAs Pop with Extensions <\/a><\/li>\n
  7. Become an Automation Whizz <\/a><\/li>\n
  8. Use Negative Keywords <\/a><\/li>\n
  9. Target Your Local Audience <\/a><\/li>\n
  10. Organize Product Ads <\/a><\/li>\n<\/ol>\n

    Take Your Google PLA Game to the Next Level with Search Berg <\/a><\/p>\n<\/div>\n

     <\/p>\n

    \n

    Bigger sales are finally within reach\u2026 grab ’em! Let our PLA marketing team show you the way. Fill out the form below for a free proposal!<\/h3>\n
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    <\/a>1. Get the Details Just Right<\/b><\/strong><\/h2>\n

    Sounds pretty basic, right?<\/p>\n

    It is, but advertisers still<\/em>\u00a0get this wrong.<\/p>\n

    While this is the easiest mistake to make, it’s also the most critical<\/u>.<\/p>\n

    If you mess up the details, your ads will fail to make it to the top.<\/p>\n

    When it comes to PLA optimization, shaping up your ads is the first step.<\/p>\n

    Here’s what we mean.<\/p>\n

    Let’s say you’re looking for white and red sneakers. If you run this search query, your PLA feed will look something like this:<\/p>\n

    \"white<\/p>\n

    And if you’re working from home and dealing with a gimcrack laptop that needs<\/em>\u00a0to be replaced at the earliest, a quick Google search will fetch these results:<\/p>\n

    \"PLAs<\/p>\n

    What’s the first thing you notice about these PLAs?<\/p>\n

    They’re accurate<\/u>, relevant<\/u>, and to the point<\/u>.<\/p>\n

    There are no embellishments or errors; you get exactly what you asked for.<\/p>\n

    Your PLAs should follow the same recipe.<\/p>\n

    The product title should be specific, succinct, and direct; it shouldn’t exceed 70 characters.<\/p>\n

    Mention the accurate<\/em>\u00a0price and make sure you update it within 12 hours of making price changes, if any.<\/p>\n

    Avoid spelling, punctuation, grammar, and syntax errors like the plague.<\/p>\n

    If your PLAs are filled with errors, Google won’t even consider your ads, let alone display them in the PLA feed.<\/p>\n

    Use the right product category. If you’re confused, reach out to experts instead of winging it.<\/p>\n

    Most importantly, keep your PLAs consistent.<\/p>\n

    The product feed should feature the exact same title<\/em>\u00a0as your product landing page.<\/p>\n

    Inconsistencies are off-putting to web users. They show a lack of attention to detail, and even the most rushed web users pick up on these things.<\/p>\n

    If your PLAs are neat, accurate, organized, consistent, and polished, you’re more likely to earn a click and conversion.<\/p>\n

    <\/a><\/a>2. Use Simple, High-Quality Images That Match User Intent<\/b><\/strong><\/h2>\n

    Fluff is sometimes great for video ads.<\/p>\n

    Perhaps even social media ads.<\/p>\n

    But your Google PLAs shouldn’t include any<\/u><\/em>\u00a0embellishments, period.<\/p>\n

    Advertisers often get carried away because of the impact of PLAs.<\/p>\n

    They reach so many people and do great things for your bottom line.<\/p>\n

    Surely, sprucing them up a tad will work in your favor, right?<\/p>\n

    Not really.<\/em><\/p>\n

    The fancier your ads, the subtler their impact.<\/p>\n

    If you want to engage and convert more people, keep things simple<\/u><\/strong>.<\/p>\n

    Start with the images.<\/p>\n

    Use simple, high-quality photos that perfectly match user intent<\/u><\/a>.<\/p>\n

    If you’re confused, do competitor research<\/u><\/a>\u00a0to understand the kind of images your top competition is using.<\/p>\n

    You’ll notice that the biggest names in your industry use relevant, simple, high-resolution photos that give the audience exactly what it’s looking for.<\/p>\n

    Let’s say you’re looking for cozy lamps for your bedroom. Here’s what your PLA feed will look like:<\/p>\n

    \"cozy<\/p>\n

    As a web user, you want a clear image of the lamp.<\/p>\n

    At the same time, you want to visualize what it’ll look like in your bedroom.<\/p>\n

    This is your intention as a user.<\/p>\n

    Out of these four images, only the first<\/u>\u00a0and third<\/u>\u00a0match user intent.<\/p>\n

    The lamps are turned on and placed in a bedroom. They also emanate a soft glow. The two main keywords here (“cozy” and “bedroom”) are checked off the list.<\/p>\n

    The other two PLAs fail to do that.<\/p>\n

    Buyers can’t see the lamps’ appearance when they’re switched on. The transparent background also fails to help them envision the lamp in their own space.<\/p>\n

    See what we mean?<\/p>\n

    Apart from specificity, get the quality right as well.<\/p>\n

    Here’s another example.<\/p>\n

    If you’re looking for “brown slacks for men”, Google will fetch the following PLAs:<\/p>\n

    \"brown<\/p>\n

    Take a closer look at the ones we approved and those that didn’t make the cut.<\/p>\n

    The PLAs with a checkmark feature high-quality images taken in a studio with models.<\/p>\n

    Web users can envision what the slacks will look like on them.<\/p>\n

    You can also see the slacks in their entirety from top to bottom.<\/p>\n

    The remaining PLAs feature low-quality photos in poor lighting without models. They don’t match user intent, nor do they give users an idea of what the product actually<\/em>\u00a0looks like.<\/p>\n

    As a buyer, which one of these PLAs would you click on?<\/p>\n

    The answer will help you understand the importance of using high-quality, relevant, and audience-centric photos in your ads.<\/p>\n

    We also recommend carefully optimizing product images.<\/p>\n

    Use the right attributes: [image_link]<\/strong>\u00a0and [additional_image_link]<\/strong>.<\/p>\n

    According to the Google Merchant Center<\/u><\/a>, the image resolution should be less than 64 MP, the file size should be less than 16 MB, and the image size should ideally be 800 x 800 pixels.<\/p>\n

    Avoid adding promotional tags to the images, using borders, or opting for any other type of embellishment.<\/p>\n

    Watch this video to get a better understanding of what Google expects of you as far as image quality and relevance goes:<\/p>\n