Google’s creation of Product Listing Ads (PLAs) have been very popular for retailers and have been established as an integral part of many companies’ marketing efforts. Last month, Google did away with PLAs and created what they now call Google Shopping Campaigns. These are basically the same thing as PLA campaigns, except shopping campaigns were Google’s way of making it easier for advertisers to navigate through their products they’d like to advertise in Google Search. Expect to still hear the term “PLA”; it is used interchangeably with Shopping Campaigns.
Putting together a Shopping Campaign can seem like a HUGE mountain to climb, and you probably fear that you may miss something. Below are 6 Strategies to consider when creating your Shopping Campaign.
- Don’t use stock images
Stock photos fail to differentiate your products from competitors. You want your photos to look slightly different so that they stand out. In this case, a picture is worth a thousand clicks. On the image below, you’d probably click on the keyboard that’s clearly different from the rest.
- Treat Your Shopping Campaign like a storefront.
Lure potential customers in with your best items. Once you get them to your website, they’ll have a higher tendency to purchase additional items. Focus on items with high profit margins and best sellers.
- Make it easy for mobile shoppers.
By 2015, over 70% of online purchases will be made via mobile (including tablets and other hand held devices). So, it’s crucial to make sure you have a mobile optimized site that’s responsive. If your site is responsive, the user will likely have a stress-free experience.
- Limit the title length.
Limit your title length to 50 Characters to avoid truncation. This is different from the original PLA recommendations introduced back in 2012.
- Use a mixture of Shopping Campaign and Search/Display Campaign.
Claim more real estate across the search engine results page (SERP). You’ll not only build more brand awareness, but you’ll probably sell more items from your shopping campaigns or get more hits to your website.
- Have a good SEO strategy.
Believe it or not, the holiday season is approaching very quickly. So, if you are a retailer, you may want to consider running a Google Shopping Campaign. Just make sure you are paying very close attention to your accounts come this holiday season, rumor has it that shopping feeds need to be ready for the push in competition. If this all still seems super overwhelming, ask an expert, like EPIC Creative®. EPIC Creative is a Google Certified Partner and is willing to help any company address, strategize, and fulfill all advertising needs.