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How PLAs get triggered in search

Visitor ✭ ✭ ✭
# 1
Visitor ✭ ✭ ✭

Hi,

We would like to create shopping campaigns for after-market generic parts that exact-fit specific brands and models. When user searches for certain part  for specific brand and model, our exact-fit listings need to be served up that are direct replacement for branded parts. What's the best way to structure product listings to achieve this:

 

-Place fitment info into description of these parts? (exact-fit for brand a models a, b,c, brand b and so on)

Will it trigger ads?

Or do I need to create separate listings for each will-fit brand and add "exact fit for brand A models a,b,c" in the title?

 

What's the best strategy here?

 

Thank you,

Olga

1 Expert replyverified_user
1 ACCEPTED SOLUTION

Accepted Solutions
Marked as Best Answer.
Solution
Accepted by topic author Olga R
September 2015

Re: How PLAs get triggered in search

[ Edited ]
Top Contributor
# 2
Top Contributor

 

submitting separate listings for each will-fit brand
is a policy violation and grounds for having the items
removed from the auction (results), disapproval, or
suspension from the program, at any time.

only one, single, listing per (physical) item is allowed.

global-trade-data (brand, mpn, gtin) must be assigned by
the (after-market) manufacturer; if brand, mpn, or gtin
attributes are submitted their values must be submitted --
not any will-fit related values.

exact/will-fit brand information may be added to the description;
most all attributes are involved in assessing quality (relevance) --
but especially title and description.

product-listing-ads are triggered by the bid and quality factors.

for a shopping-campaign bid-strategies are created using product-groups.

to bid on a group of will-fit brands the best likely course
would be to add the information to the product_type

attribute using standard > breadcrumbs.
e.g.
Car Parts > Engine Parts > Gaskets > Oregon-Parts > Honda Replacement

 

product_type data may also be used by google to help classify and

locate items for users during searches -- i.e. another quality factor.

for more abstract or specialized groups the
custom_label_0 ... attributes can be used; e.g.
BestSellers
LowMargin

then, bid higher or lower based on those groupings and bid strategy.

importantly, be certain to not risk suspension or lowering quality by
having more than one listing per (physical) item submitted to google;
for example, separate listings for each will-fit brand or having items
within multiple sites -- such as a private-website and a marketplace
(e.g. nextag, pricegrabber, bonaza, ebay, ebid, bizrate, etc.).

View solution in original post

Marked as Best Answer.
Solution
Accepted by topic author Olga R
September 2015

Re: How PLAs get triggered in search

[ Edited ]
Top Contributor
# 2
Top Contributor

 

submitting separate listings for each will-fit brand
is a policy violation and grounds for having the items
removed from the auction (results), disapproval, or
suspension from the program, at any time.

only one, single, listing per (physical) item is allowed.

global-trade-data (brand, mpn, gtin) must be assigned by
the (after-market) manufacturer; if brand, mpn, or gtin
attributes are submitted their values must be submitted --
not any will-fit related values.

exact/will-fit brand information may be added to the description;
most all attributes are involved in assessing quality (relevance) --
but especially title and description.

product-listing-ads are triggered by the bid and quality factors.

for a shopping-campaign bid-strategies are created using product-groups.

to bid on a group of will-fit brands the best likely course
would be to add the information to the product_type

attribute using standard > breadcrumbs.
e.g.
Car Parts > Engine Parts > Gaskets > Oregon-Parts > Honda Replacement

 

product_type data may also be used by google to help classify and

locate items for users during searches -- i.e. another quality factor.

for more abstract or specialized groups the
custom_label_0 ... attributes can be used; e.g.
BestSellers
LowMargin

then, bid higher or lower based on those groupings and bid strategy.

importantly, be certain to not risk suspension or lowering quality by
having more than one listing per (physical) item submitted to google;
for example, separate listings for each will-fit brand or having items
within multiple sites -- such as a private-website and a marketplace
(e.g. nextag, pricegrabber, bonaza, ebay, ebid, bizrate, etc.).