Using Automation for Product Listing Ads

How Did PLAs Get Started?

In ~2010 Google was allowing websites to upload a product data feed that would then show in Google search. At its very beginning, the service was completely free and operated similar to an organic listing (SEO). Once the company realized they could monetize the service and base it off of the same rules as pay-per-click advertising, it became one of Google’s key advertising channels.

Welcome Automation

Managing product listing ads begins with a data feed. A product data feed consists of all of the attributes that would go into describing a product — color, size, shape, material, name, brand, manufacturer part number, etc. For some retailers, the product data feed can be incredibly large and contain over 500,000 SKUs. And even for smaller retailers, a typical product data feed is at least 10,000 SKUs. That’s a lot of data to work with.

The Proof in the Pudding

In 2018, I had the privilege to launch a shopping campaign account on tROAS for a midsized retailer of modern lighting and home decor. The set up was relatively simple as Google makes it as easy as possible to get started; the quicker an ad can go live, the quicker Google makes money.

Getting Started with Automated Bidding

For any small-to-midsize e-commerce business having trouble getting their footing with shopping campaigns, automation can really help out and allow the monotonous decisions to be made purely through data.

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Digital marketer helping SMB clients in Salt Lake City, UT. https://www.octivdigital.com/

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Jeff Romero

Jeff Romero

Digital marketer helping SMB clients in Salt Lake City, UT. https://www.octivdigital.com/