AdWords Product Listing Ads In The UK!
Product listing ads have a lot of potential for sure.
Until recently they have only been available in the USA.
But on looking at one client account today I saw a new tab:-
Whoopee I thought…
I started reading up on the ‘Product Listings Ads – Basics’ help in AdWords, and it started to sound less and less great the more I read. Turns out you *have* to use CPC bidding for a start.
Here is the message I got after I tried a ‘Product Target’ to a CPA campaign :-
Product targets may not be added to campaigns using the CPA (Conversion Optimiser) bidding option.
(Just checking). I had read somewhere that Google were allowing certain advertisers to use CPA bidding on Product Listing Ads, but this it at their discretion I guess.
So at the moment as far as Google Product Listing ads go in the UK, they are not the God-send I was hoping for.
For a start, you have to use CPC bidding.
Secondly, since you will want to use different CPCs for different products, there is almost as much effort involved in setting up product listing ads as there is traditional AdWords ads with product extensions.
But if anyone else has found in practice that CPC Product Listing ads have worked well for them and have been really easy to set up then I would love to hear from you!
**Update** – A very helpful AdWords account manager from Google’s Dublin office has pointed out the following advantages of Product Listing ads:
The key drivers of PLAs are that they can serve alongside text ads i.e. at the same time increasing their ad real estate on the page.
As well as this Product Listings can doubleserve: You can find multiple product ads from the same merchant, as well as one text ad. Because multiple Product Ads can show at the same time, and/or along with a text ad, a single merchant’s exposure on given query can increase 2x or more.
So they are worth looking into in a bit more detail after all…
Update – December 2011.
I can confirm that provided you have a fairly large database of products, they are definitely worth using!
Even when using a low max CPC across your entire product range, you should be able to *can* make a reasonable number of profitable sales that you would not otherwise have made, and the effort required to set it up in this fashion is pretty small.
Here is an example :-
The sample size is very small, but just look at the difference in CPC! (I have seen similar in 2 other client accounts).
The screen shot above is taken from a client who has less than 100 products in their shopping feed, so if you have thousands of products on your web site, you cannot afford to ignore Product Listing Ads!