Many of our clients experience significantly higher click-through rates (CTR) on PLAs compared to text ads displayed on the same search engine results page. Conversion rates are also typically higher because the visual support of photos and prices present on the first search page make the user experience much more enjoyable.
PLAs can appear on a search results page along with a text ad from the same website. It is also possible to display up to eight PLAs for a site at the same time, to maximize your brand exposure. This is the only way your website can appear in more than one ad on Google in the same search.
PLAs are such a successful ad format that most product-related searches have PLAs on the search engine results pages. This reduces the amount of space available for traditional text ads, making it much more difficult for e-commerce websites to compete with text ads alone.
We can increase the quality of traffic to your website by including product-specific calls to action in your ads. This increases the likelihood that shoppers will click on your ad and therefore end up making a transaction.
A good Shopping Campaign starts with a great product feed.
To have a truly great Shopping Campaign, you need a great product feed. And with investment in Shopping Campaigns starting to outpace standard search solutions, it’s more important than ever to have a feed optimization solution.
The typical success story we come across is e-commerce websites starting to shift some of the budget they have available from pure search campaigns to Shopping campaigns. This has a direct impact on the business by substantially increasing the conversion rate.
Shopping Campaigns allow you to advertise specific products in the form of Product Listing Ads (PLA), an effective way to display your products on Google and Bing to generate qualified traffic to your website. PLAs can include a product image, title, price, extensions, promotions and your domain name.
Bing Ads first launched its range of Shopping services in the fall of 2015 with Bing Product Ads.
We have likewise seen some fantastic results for our clients on this search engine. It seems that Google’s inventory is limitless, however we can corroborate that for very large advertising budgets investing a small percentage on this platform can be most cost effective.
To increase our competitiveness in the higher volume e-commerce sector, we work with other types of external providers, such as Criteo, companies highly specialized in e-commerce campaigns that generate customized dynamic banners based on the user’s browsing profile.
Combining shopping campaigns with remarketing campaigns with dynamic product banners is a highly recommended technique for any e-commerce.
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