Product Listing Ads for Beginners By Elizabeth Marsten www.portent.com Product Listing Ads for Beginners Legal, Notes and Other Stuff © 2013, The Written Word, Inc. d/b/a Portent, Inc. and Elizabeth Marsten. This work is licensed under the Creative Commons Attribution-Noncom- mercial-No Derivative Works 3.0 United States License. * * * Who is this book for? Click here to read the license. Those new to Product Listings Ads and/or the world of product feeds and Google Shopping in general. That’s a fancy way of saying: please don’t steal from me. It’s not cool. Especially those who are looking for some step by step If you like this book, you might want to check out Elizabeth’s posts at the and best practice guidance. Portent blog www.portent.com. * * * If you want to talk to Elizabeth, you can reach her on Twitter @ebkendo or by email at
[email protected] 2 www.portent.com Product Listing Ads for Beginners Table of Contents 4 What are PLAs? 8 What You Need 9 Getting Started » AdWords » Merchant Center » Webmaster Tools » Product Feed 42 Tracking Progress 46 Troubleshooting 3 www.portent.com Product Listing Ads for Beginners What are PLAs? How do they work, where do they show? Google rolled out Product Listing Ads (PLAs) in early 2011. PLAs show paid ads with images, price and sometimes promotional text in 3-6 ad blocks depending on the query and available results on both a typical SERP and on Google Shopping SERPs. Prior to October 2012, results on the main page of a Google Shopping SERP were organic (and free) generated by prod- uct feeds submitted by merchants through Google Merchant Center and through crawls performed by googlebot during regular web crawls of sites in the Google index.