Google Results: Three Things to Remember When Creating PLAs

February 19, 2016

Digital Marketing ChannelAdvisor By ChannelAdvisor

The Google results page is turning into quite a retail party. Text ads and Product Listing Ads (PLAs) are elbowing each other out for the best spots. The organic search results are getting pushed toward the door. And Google Shopping might even be inviting more PLAs into the mix soon.

It’s the party every retailer and brand wants to be seen at.

We’ve talked before about how to improve the performance of your campaigns within the four main components of Google Shopping: Content, Campaign Structure, Correct Bidding and Cross-Channel Analytics.

But you can have a streamlined campaign and still not convert customers. Sometimes it’s not just about getting invited to the party. It’s about how you act once you get there.

With that in mind, here are a few (often overlooked) tips that can help you connect with new customers once you’ve made it through the door:

1. Remember That It’s Not All About the Clicks

Don’t lose shoppers willing to spend money with you by ignoring their experience after they have clicked on an ad. Make sure that the product pages you’re sending shoppers to are relevant and facilitate conversions.

A good rule of thumb is to follow the “three-second rule.” Your eye should be able to scan the image, product title and “Add to Basket” button within three seconds. Eliminating distractions on the product page will make the path to conversion much quicker. You’ll likely be rewarded with better ad placement and more revenue per click.  

2. Remember to Keep Mobile in Mind

You knew we’d say the m-word. Get used to it. If you work in e-commerce, mobile is here to stay. So don’t neglect your site’s mobile experience. If images do not render well on a mobile device, users simply will not convert.

Also, keep menus short and sweet and expedite the checkout process wherever possible. For instance, include a check box for replicating billing and shipping information. Also, eliminate the Card Type field, because the first few numbers of a credit card already indicate the card’s company. That step is unnecessary.

Remember, your goal should be to reduce any friction that slows the customer’s path to purchase.

3. Remember That It’s Okay to Start Small

You’ve built quite the business on marketplaces and your webstore. But you’re a little wary about investing your team’s time and money into another huge channel like Google without a proven ROI. If you’re just beginning with Google Shopping, there’s certainly a lot to consider when setting up a campaign. But you don’t have to go all-in with tens of thousands of product SKUs.

A safe bet is to start with a smaller subset of your top-performing products. Follow the “80/20 rule.” Many retailers see that roughly 80% of revenue is generated by 20% of their products or less. It’s less risky to begin by promoting these items that have a proven track record. Learn how to list those products well on Google, then expand your strategy from there.

Want to dive deeper into Google? Learn how to remove the guesswork from your Shopping campaigns with this quick breakdown: Thought You Knew Google Shopping? Guess Again.