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PLAs which surface in Web search

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# 1
Visitor ✭ ✭ ✭

Is there an accepted term to describe the surfacing of Product Listing Ads (PLAs) in Google Web search as distinct from Shopping search?

 

Frequently when the same search phrase is repeated in Shopping different products (e.g. from other merchants) surface prominently. Conversely a product which consistently surfaces top in Shopping search may never make it into the Web search PLA results. (This observation is based on UK results).

 

It appears the auction criteria (title match, bid level, quality rank) to trigger an appearance may be different. I have looked at the KathleenG solution dated Oct 2013 but this suggests the results will be unified in time. Is there any update?

 

We have some PLAs which appear regularly in Web search (as well as in Shopping) for competitive search phrases while others, which rank well in Shopping, resist efforts to 'upgrade' to Google Web - seemingly irrespective of bid level. Can anyone suggest a factor we may have overlooked?

 

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Marked as Best Answer.
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Accepted by topic author Nigel S
September 2015

Re: PLAs which surface in Web search

[ Edited ]
Top Contributor
# 2
Top Contributor


both are product-listing-ads -- product-listing-ads
may surface on google-shopping or google-search.

the october-2013 solution still holds true and there is no update.

both auctions are determined by bid and quality.

all data and images submitted (in the feed) and on
the website's landing-pages, may be considered
for product-listing-ads quality -- not just titles.

simply, the product-listing-ads auctions within google-search

results are far more competitive and therefore may require

either higher quality -- within the data-feed, on the website,

and for the business as a whole -- or a higher bid -- or both.

 

generally,  to increase the probability of winning a slot within

google-search-results for product-listing-ads, look to improve

the bidding strategy or improve the quality of the entire feed,

site, and business as a whole (via customer ratings, ctr, etc.).

 

 

View solution in original post

Marked as Best Answer.
Solution
Accepted by topic author Nigel S
September 2015

Re: PLAs which surface in Web search

[ Edited ]
Top Contributor
# 2
Top Contributor


both are product-listing-ads -- product-listing-ads
may surface on google-shopping or google-search.

the october-2013 solution still holds true and there is no update.

both auctions are determined by bid and quality.

all data and images submitted (in the feed) and on
the website's landing-pages, may be considered
for product-listing-ads quality -- not just titles.

simply, the product-listing-ads auctions within google-search

results are far more competitive and therefore may require

either higher quality -- within the data-feed, on the website,

and for the business as a whole -- or a higher bid -- or both.

 

generally,  to increase the probability of winning a slot within

google-search-results for product-listing-ads, look to improve

the bidding strategy or improve the quality of the entire feed,

site, and business as a whole (via customer ratings, ctr, etc.).

 

 

Re: PLAs which surface in Web search

Visitor ✭ ✭ ✭
# 3
Visitor ✭ ✭ ✭
Thanks Celebird for your succinct reply as usual. I hadn't thought about customer ratings etc. having an influence. I shall look at that.

It just seemed counter-intuitive to find product-listing-ads which don't surface in the top 20 results in google-shopping surfacing in one of the 5 coveted google-search slots (for the identical search phrase); whilst a #1 listed product in shopping does not surface in search.

I guess life would be boring without a few little mysteries.

Re: PLAs which surface in Web search

[ Edited ]
Top Contributor
# 4
Top Contributor


first, you're welcome.

generally, the ads seen on google-search are specific items
while the initial ads that surface on google-shopping can be
comparison-based grouped results that may require some
additional user action to surface an item -- depending on
the search-term, previous user behavior, and type of item.

more generally, the outcomes are simply the results of different auctions.