<< by on September 28th, 2012
Product listing ads are more than a “set it and forget it” AdWords feature. They take collaboration with a well-organized Google Merchant Center and can be a great source of ecommerce revenue. In my previous post, I explained simply the difference between product listing ads and extensions. Here I will walk you through setting up a campaign in AdWords dedicated to PLAs.
Once you have your Google Merchant Center and Google AdWords accounts linked (instructions here), follow these steps to create a new campaign to run your product listing ads (it’s better to separate your regular text ads from your PLAs for better management):
- Make sure you’re opted into the Search Network Only
- Select Product listing ads
- Scroll to the Ad Extensions section and Select Extend my ads with relevant product details from Google Merchant Center and select your linked Merchant Center account
- Once you Save and continue, you have the option to Create an ad which is where you can enter an optional promotional phrase relevant to the products in your ad group
- By default, you will add the Add products target to your ad group
The next step is to customize your campaign with product targeting. Product targets allow you to select which products are eligible to show on product listing ads, and they also allow you to bid differently on different sets of products. By default, All Products are targeted, but this setting does not allow for granular management. The catch is that the product target attributes you choose must match up with those in your product feed from your Merchant Center.
The following are steps to set up product targets:
- Select the campaign or ad group for which you want to set targets
- Select the Auto Targets tab
- Click Add Product Target
- Select up to three product attributes and enter their corresponding values. (Note: these values must match the values in your Google Merchant Center feed exactly)
Also keep in mind that defining a keyword list for product listing campaigns will have no effect. It is solely the product target attributes that help Google determine which PLA to serve. You can, however, define keyword exclusions to maximize relevancy.
Have you successfully run a well-organized product listing ads campaign? Tell us how it went! Comment below or Tweet me @ArieleMcWhinney