For years Google’s shopping solutions had been free. This October, Google changed that with a pay to play solution. Google Product Listing Ads allow you to include product information in ads and show in their own area on Google’s SERP as well as within Google Shopping. From what we are seeing, this has been a successful change.
For many of our clients that take part in Google PLA, it has been a positive experience. Results have been profitable and we are seeing relatively good scale. In addition, Google has made an effort to simplify the process by including many features within AdWords related to PLA. Google also looks to be supporting this channel now and into the future. The offering has rolled out to a number of countries and is expanding to more. They are also making an investment in other technology that may help improve the product overall by acquiring Channel Intelligence.
If your business has not tested Google PLA, create a testing budget and try it out. It is relatively easy to implement once you have a product feed created and Google gives you step by step instructions on getting your products live and incorporating them into your other marketing efforts.
Google PLAs met with some initial resistance, but have made a number of advertisers very happy. This may change in the future, but based on Google’s efforts, it looks like mostly for the best. With its ease of use, control and typically good results, it should be something you evaluate for yourself.