Product Listing Ads (PLA):
PLA is a pay per click (PPC) form of advertising. This form of advertising is carried out through Google’s Shopping Tool. Upon a relevant search query from a customer, Google will show up placed ads first. In this shopping tool, Google will include
“richer product information such as product image, price and merchant name” (Google 2013)
The search to the right shows the results for the search “bicycle helmets”, where placed ads are shown first. The fact that these ads are paid for, is only revealed when you click on the link “why these products” which explains that these are placed ads, as highlighted in the image to the right.
PLA is another form of PPC where the advertiser only pays Google after someone has actually clicked on their ad. The advertiser and Google will have agreed a set price for every click on their ad. The advertiser can also set a limit on how much they are willing to spend each day, ie:
Razor is willing to pay 50c for every click on the advert for their helmet. However they are only willing to spend €5 per day, so after 10 people click on their ad, the ad will be taken down until the next day. (There are options to choose when the ads are displayed or to spread the display over a period of time). They will also agree the amount of time the ad will run for, which can range anytime from hours to years.
Why use PLA?
Cost effective advertising:
With PLA you are only paying for people who click through to your site, a concept which has high rate of return on investment (ROI). At Webresults, we can help you arrange a pricing plan for your proposed ad
Place high on the list:
With PLA you will appear high on the search results with people seeing your product first
PLA weans out lesser competitors:
Google’s Shopping tool’s main appeal to customers is that it shows the best options first. Google users don’t have to thralls through pages to find what they want. Your products are seen at the top of their respective search
When it comes to PLA, it pays to pay!
For more information and advice on PLA, contact us!