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PLA Title and Description

[ Edited ]
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# 1
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Hi,

Please, I've heard that for PLA title and description are mostly important to match the visitor query for a product to get better results.
In addition to the structure of the feed (segmentation, adwords attributes) for targeting more precisely the items...
..How to optimize  titles and descriptions  ?
1/ Title : brand name + name of the item only  or only 1 of each ? Which max length advised  ( the specifications say 70  characters is the max.) ?
2/ Description : No branding, only the characteristics of the product ? Which max length is advised  (10 000 char. is the max., help center say between 500 to 1000 ) ?

Any advices appreciated.

1 Expert replyverified_user

Re: PLA Title and Description

Top Contributor
# 2
Top Contributor
HI Garguier,


Yes PLA requires a better optimized title and description. Unlike the normal campaign, the Product Listing Ads does not require keywords to appear on the SERP.

Thus it is advisable to optimize the Title and Description to create the relevancy in the ads. However you can take the advantage of keyword tool to get the highly searchable and relevant keywords.

------------------------------------------------
1/ Title : brand name + name of the item only or
only 1 of each ? Which max length advised ( the
specifications say 70 characters is the max.) ?
-----------------------------------------------

Yes your title and description line should be not too short or long.
Use the 70 characters with the word:- “Brand,
Gender, Product, Color, Size.”

But not to choose all the word in single Title.
You can add brand if you think brand is essential to get higher conversion otherwise you can go without brand name.

You can also use the different sequence format and test them when you are getting higher conversion.
------------------------------------------------
2/ Description : No branding, only the
characteristics of the product ? Which max length
is advised (10 000 char. is the max., help center
say between 500 to 1000 ) ?

Your Description is not displayed in SERP but it appears in Google Shopping page.


You can use the complete product description in the description line and add the trends, holidays shopping and make it accordingly.

In this waay you can optimize the PLA titles aand description.
--Rakesh Kumar, AdWords Top Contributor , Twitter | Linkedin | Community Profile
Did you find any helpful responses or answers to your query ? If yes, please mark it as the ‘Best Answer’

Re: PLA Title and Description

[ Edited ]
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# 3
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Hi Rakesh

Tks for your help....
Regarding adwords side , for automatic targets, you can segment your adgroup per attributes such as : id, product_type, brand, condition. You can also add also 1 attribute to one another..I tried to set 2 attributes (brand+product_type) , but i can"t get any impressions at all !
Do you think that it comes from the fact that cumulating attributes means shrinking the visibilty ?

Re: PLA Title and Description

Top Contributor
# 4
Top Contributor
Hi Garguier,

There are multiple reasons for not getting clicks/impression:-

You have recently update data feed in Google Merchant center.

Your Google Merchant center is not linked with campaigns ad extension.

Your Data feed is not approved, it could be in eligle state.


PLA campaign require higher bid in comparison with normal campaigns. Thus set high bid for PLA campaign.

Your campaign might targted in Such country where google not rolled out PLA campaigns.


Your campaigns might have a longer list of negative keywords like a normal search campaigns.

You might using the automatic bidding and conversion optimizer that is not comptible with the PLA campaign.


you can find more information on below link:-

https://www.en.adwords-community.com/t5/Set-up-and-basics/Product-listing-campaign-not-showing-ads/t...
--Rakesh Kumar, AdWords Top Contributor , Twitter | Linkedin | Community Profile
Did you find any helpful responses or answers to your query ? If yes, please mark it as the ‘Best Answer’

Re: PLA Title and Description

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# 5
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hi Rakesh,

None of the above apply. The pla campaign is running properly , just one of the ads group is showing no impression (the only one with 2 conditions : product_type + brand attributes) . That's whay i ask if it's worth having several attributes fo targeting ..