25 Google Shopping and PLA Fundamentals


25 Google Shopping and PLA Fundamentals  

Online retailers need Google Shopping and Product Listing Ads to gain a foothold in the marketing process. Crafting PLA’s and setting up Google Shopping accounts should therefore be an undertaking that individuals take seriously if they are to advance in terms of digital marketing. There are fundamental aspects that govern the operation of the platforms and they include:

Using competitive metrics with PLA

It is of importance to utilize competitive metrics with PLA since it is what informs the options that a marketer will have when structuring the Ad and focusing on the target audience which impacts the chances of the Ad.

Using AdWords tools with PLA

The goal of utilizing the AdWords Tools with PLA is to incorporate the aspect of targeting which not only enhances the success of the Ad campaign but also builds awareness.

Bidding on product groups

Marketers have to understand the concept of bidding on product groups and how the same can be used to the advantage of the marketing campaign.

Bidding on custom labels

Custom labels are worth the while when it comes to setting up PLAs since they enhance the chances of visibility which creates the element of credibility and authentic connection.

Using negatives

Google Shopping and PLAs are targeting platforms and using negatives not only increase conversions but also streamlines a campaign.

Merchant promos

Marketers running Google Shopping accounts have to take advantage of Merchant Promos which increase product and brand awareness as well as ensuring conversion rates are enhanced.

Item level reporting

Marketers need to take advantage of Item Level Reporting when setting up Product Listing Ads since it is a strategy that enhances understanding of the reception of a product within the target audience.

Item level bidding

Whether it is a Google Shopping account or a PLA, item level bidding makes the difference when targeting an audience as it determines the extent of reach and capacity to impact the target market.

Price must include tax

The prices placed on the products must include tax and this is a requirement set by the listings provider to streamline operations to manage campaigns.

Address details

Product Listing Ads and google Shopping placements must be accompanied by address details that clearly define the merchant and the location of operation including contact details.

Product group hierarchy

With PLAs, product group hierarchy must be captured and maximized upon since it is what impacts the relevance of a product and the category it will be considered under.

Inventory filter

when managing products whether on Google Shopping Accounts or PLAs, an inventory filter aids in managing the campaigns and setting an effective approach to inventory management.

Campaign priority

Setting campaign priorities is a mandatory exercise when managing Google Shopping Accounts and PLAs since the priorities guide inventory and listing processes.

Creating campaign filters

The idea with the creation of campaign filters is to manage the metrics that impact the conversion rates as far as targeting the market base is concerned.

Non-membership purchase

A guideline that must be adhered to, the membership accounts have to be structured in such a way that non-membership purchases can also be captured.

Image links/URLs

The images used for products must be optimized with links or URLs so that it is easier for users to target the specific product as well as get more information about the product.

Price and click-to-buy option

The prices for the products on google Shopping accounts and PLAs must be displayed and a click-to-buy option inserted to provide users with an easy time when trying to make a purchase.

Links to landing pages

An ultimate strategy to make the most of a campaign in Google Shopping or PLAs is to link to landing pages that have information about the product and details that define the advantage of the product over other alternatives.

Google Product Category

With Google Shopping accounts, structuring Google Product Categories is fundamental as it provides a guide to how the products will be displayed and the relevance of every listing.


Every Ad or display must have a description that will clearly stipulate what a user can expect and the value they will receive from having the product. This acts as the platform to create a connection with the users.

Product ID

All products to be listed must have a product ID that can be referenced when trying to make an enquiry or complaint.

Brand and availability

The brand of the product and the availability in terms of inventory capacity should also be displayed which is what gives a clear campaign management strategy.

Bidding for mobile

With more users making purchases over the internet from mobile devices, bidding for mobile serves as a unique strategy for Google Shopping and PLA.

Title structuring

Every Ad or product must have a unique title that will represent the core of what the target audience is looking towards.

Google Merchant Center and Webmaster tools

These are core tools that aid with the management and optimization of the Google Shopping elements and PLA.