Data Engineering

Product Listing Ads (PLA): A Powerful Marketing Tool to Build Your Brand

9 minutes read


Table of Contents

Advertisements play a pivotal role in the realm of marketing by serving as a fundamental communication channel between businesses and consumers. These visual or auditory tools play a crucial role in creating awareness about products, showcasing their features, benefits, and uniqueness to a broader audience. In the expansive landscape of marketing, various tools and platforms are utilized to maximize consumer reach and engagement.

Understanding Advertising Platforms and Monitoring Tools

Product Listing Ads and Smart bidding are advertising tools used by online retailers to bring awareness about their merchandise amongst customers. It gives details about sellers’ products and shows images of the items so that consumers can get as much information as possible about a specific product. Moreover, Google ads is a giant platform for handling product listing ads.

In such a competitive market, online sellers must understand that it is essential to reach out to consumers and showcase their products.

Digital marketing is a path that helps sellers to communicate with consumers and allure them to visit their online store. Product listing ads are a part of digital marketing.

Just merely starting an online portal may not bring in the desired results. Learning various digital marketing strategies would help sellers to grow and sustain their business in the competitive market.

Therefore, product listing ads can help sellers to achieve their business goals. It allows companies (sellers) to track and supervise the promotional ad campaign.

Due to transparency in the whole process, sellers would see how online marketing strategies work after spending time and money.

Tracking ad campaigns by product listing ads is much more feasible than offline ad campaigns. While monitoring ad campaigns, companies know how many people viewed their ads or decided to buy their product.

Online retail websites list their products on Google ads to get maximum visibility amongst consumers. The product listing ads are not just about text and description; they also feature the items and the keyword tags.

In product listing ads, there are other advertising tools, and they are:

Other than those mentioned above, there are many other advertising sites where sellers can list their products to get maximum visibility.

How to List Products on Google Ads

Following are the methods that guide companies (sellers) to list their products on Google ads:

  • The first important step is to upload products’ images to Google Merchant Center (GMC). Then, fill in the essential details about products in the details section of GMC. Keep the website’s product data organized with a file called a feed-in Google Merchant Center.
  • This file contains all the detailed information about the products you sell.
  • Product attributes like ID, Title, Price, Brand, and Availability in a table form is presented in the feed. It will help the customers to search for sellers’ products. Sellers can use other e-commerce platforms to upload their feeds into Google Merchant Centre.
  • To Directly upload the feed-in GMC, click on the products menu and click on all products, click on + sign to add products on the left-hand side of the dashboard.
  • Then add the mandatory product details such as title, price, etc. Check all details, including the product image, and then click Save. Once the process is complete, the sellers could see a message like: “Your product is being reviewed by Google”.
  • The review duration takes about 24 to 48 hours.
  • Use Google sheet on GMC to put all the products in the feed together.
  • Putting the products on GMC feed

The following method is as follows:

  • Go to the GMC dashboard
  • Click on the Products -> then feeds
  • Click the Primary feeds + sign button
  • Enter the details like Country of Sales, Language, and then click continue

Next, give a name to your primary feed and click on the Google sheets option below. It provides other option tabs like Scheduled Fetch, Upload, and Content API.

Third and last step, register a Google spreadsheet message that will appear with three options, and they are:

  • Generating a new Google spreadsheet from a template
  • Select an existing Google spreadsheet
  • Create an upload schedule (optional)
  • Click Create Feed
  • Once GMC creates a brand-new Google Sheet, the number of products on the feed table could be dragged down

Endorsing Sellers Products by Text Ads

Text ads are marketing tools that advertisers can use to endorse their brands and the services they provide on the Google network. There are three types of text ads. And they are:

  • Headline Text
  • Display URL
  • Description Text

According to the financial budget and needs, sellers use shopping ads. These ads are also known as text ads and product listing ads.
Product listing ads show more details about a product than text ads, as most of the information comes directly from the product feeds.
Hence, customers can see more information about a product just by looking at the product listing page, which contains images of a product, which is an advantage of product listing ads (PLA Ads) compared to text ads.

These shopping ads generate a lot of organic traffic. While searching for an item, customers use similar keywords that a specific product is already tagged with.
Secondly, if a specific product has those keyword tags that the customers are searching for, they will automatically show up on the product listing page. It is a smart move by sellers to popularize their product pages.

Smart Bidding – A Boon for Advertisers

Products listed in GMC can get a seller some visibility, but to stay on top of the game, he must use SEO and optimize ads to keep getting noticed by the customers.
Smart bidding is another way where a seller could spend a certain amount of budget on his shopping campaigns. It works on cost-per-click bidding.
Cost per click, also known as Pay per click (PPC), is a term used for paid advertising where a promoter pays a specific price to a publisher for every click on an ad. Smart bidding would display a seller’s ad on the Google display network to get maximum viewership.

Benefits of Smart Bidding with PLA Ads

An advertiser can concentrate on other significant goals, while smart bidding can set the right bid according to the overall budget, price of the items, and so on.
A campaign’s previous records and future goals matter a lot; Smart bidding responses in real-time when the performance goals meet. The bidding strategy considers the past clicks of the campaign and the conversion data.
An example to understand Smart bidding would be, suppose, a seller wants to bring in many clicks on his website’s product page, and for that, he must set up an average daily plan of Rs 1000.
For this, he must establish an automated bidding strategy for his advertising campaign. Smart bidding will take the seller’s choices into account and bid to get the maximum number of clicks according to his budget.

Types of Smart Bidding

This type of bidding is something that a seller may relate to, and the following list may also help him to get some clarity while setting up his goals for smart bidding for his product listing ad analytics. There are types of smart bidding tools and strategies which may help to serve a seller’s purpose. And they are:

  • Ad Campaign Groups
  • ROAS

Ad Campaign Groups

Advertisers want to get the most clicks for their budget. The automated bidding strategy, also called smart bidding, sets a range of bids through the Maximum click tool and gets the client as many clicks as possible within the set target range.
Smart bidding tries to convert as many potential customers into buyers as possible within the seller’s budget range.
This ECPC (Enhanced cost per click) can help increase the conversion rate. This tool needs to be manually adjusted to increase or decrease the budget of the bid. It has more flexibility. ECPC is available for standard shopping campaigns.

Automated Bid Strategy: ROAS (Return on Ads Spend)

It is a marketing measurement tool that measures how much a product earns in revenue for every advertising amount.
So, this works perfectly for several conversions. It is also called Target return on ad spend.
These tools maximize the number of online store visits by sending a significant amount of traffic to the seller’s website.


Product listing ads using SEO and smart bidding can help you achieve maximum viewership and enhance the seller’s business’s sales. The Facebook ads, Adgooroo, Amazon Ads, and Bing optimization are some of the other options to list products for marketing.

We also learned about the steps to list products on Google ads. Another way of advertising a product is through text ads. Its syntax contains a Headline, a display URL, and a description text.

Text ads and product listing ads are called shopping ads. However, a display of product listing ads garners more attention from users as it gets data directly from product feeds. It gives more details about a product than text ads.

Smart bidding sets a range of bids as per the seller’s budget. Smart bidding works on Pay per click method. An advertiser pays a specific cost to a publisher for every click on an ad and for getting traffic on his website. Smart bidding also measures how much a product earns in revenue for every amount spent on advertising.

A seller sometimes finds it challenging to choose which type of marketing strategy is best for his business.

Hence, it is important to take assistance from an efficient digital marketing team, who can guide a seller to understand the intricacies of product listing ads analytics, using Google ads, smart bidding, and other marketing tools available for sellers according to their budget and targets.

Start your 14 day Daton Free Trial
Explore Solution for Brands | Saras Analytics
New call-to-action
Contact us