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How to get PLA's to appear on first page of search below the text ads?

Visitor ✭ ✭ ✭
# 1
Visitor ✭ ✭ ✭

We have set up our PLA's correctly and come top of UK google shopping results for keywords such as 'Sherry' and 'Malbec' (we are wine merchants), but we don't seem to be able to get the PLA's to appear  on the front page/top of page of google search, despite increasing the max bid to £5 as an experiment.

 

Can anyone explain the main deciding factor behind this?

2 Expert replyverified_user

Re: How to get PLA's to appear on first page of search below the text

Top Contributor
# 2
Top Contributor
Hi Lea,
If you're business is located in the UK, it's going to be tough to rank in the US. Apart from the additional competition, PLA rankings for a given search will be determined by a combination of the retailer’s bid, product attributes, trusted store verification, product landing page and a series of weighting factors like reviews or rating information.

Re: How to get PLA's to appear on first page of search below the text

Top Contributor
# 3
Top Contributor

Hi Lea, welcome to the Community.

 

There's only a limited amount you can do with PLAs (compared to "ordinary" AdWords Ads) but what you can do can be important.  First off, I'd suggest you look at your negative Keywords.  Broad terms like Sherry and Malbec will get a lot of searches not instantly related to actual purchases, using Negative Keywords can improve your CTR (click-through-rate) which should help with performance.

 

Have you included Promotional text with your Ads?  This won't directly affect your performance but again it should help your CTR which may improve performance over time.

 

Are you using a single target for your product feeds?  If you're advertising all your products in one single Campaign/Group you may do better to split your products up to target them more effectively.  This has to be done at the Product Feed level but is relatively straightforward.

 

Can I ask how you're detecting that your Ads aren't showing - are you simply searching Google and looking for them or is AdWords saying you're getting no impressions/clicks?  Have you segmented the data by "Top vs Other"?

 

I would add that you've got some fierce competition for these two terms in particular - M&S and Ocado to name but two.  It might be worth aiming for "longer tail" products - less popular terms which aren't so heavily bid against by the big players.

 

More about PLA optimisation

 

Jon

AdWords Top Contributor Google+ Profile | Partner Profile | AdWords Audits

Re: How to get PLA's to appear on first page of search below the text

Top Contributor
# 4
Top Contributor
Great article Jon. Thanks!

Re: How to get PLA's to appear on first page of search below the text

Visitor ✭ ✭ ✭
# 5
Visitor ✭ ✭ ✭
Hi Everyone,

Thanks very much for the quick responses esp. Jon. I'm replying from my personal G+ account.

I have started developing the negative keyword list, but not nearly enough as I only have a limited amount of time to spend on Adwords. Is it worth focussing on long tail negative phrases such as 'Does sherry come from Spain', which is not the sort of customer we're looking for?

I have included promotional text " Case discounts and free nationwide delivery for orders over £100" for certain targets, although I haven't yet had the time to compare with targets without promotional text. I will do some comparison.

Auto targets: To add granularity, alongside a general 'Products = All ' Adgroup with a low Max CPC, I have split the feeds into different Adgroups e.g. one with a top level product target such as 'Product_type' = Champagne and underneath within the same adgroup I have set up 'Brand = Bollinger' (for example) targets for well known names, each with a higher Max CPC than targets higher up the hierarchy.

Detection-wise : I am just typing a selection of popular wine terms (that we are advertising on) into google with the pre-fix 'buy' or 'shop for' which seems to trigger the google shopping PLA ads on the google front page, but none of ours seem to appear on the front page, despite the fact that they are consistently 'top of page' when entering into the google shopping site. I will try segmenting Top vs Other as you suggest. Again, my time is limited, but I'm happy to allocate my resources on the back of quality advice.

We do have high competition for the more generic wine related keywords, but as independent wine specialists it's unlikely that any likely customers will specifically aim to use Google shopping to find our more niche products, rather www.wine-searcher.com which is why first page PLA's are more attractive (of course). And I still don't understand why if our 'Sherry' is consistently at the top of Google Shopping page, it doesn't appear on the PLA box on front page of Google.

Thanks,

Ed

Re: How to get PLA's to appear on first page of search below the text

Top Contributor
# 6
Top Contributor

Hi Ed, there may be some difference between PLA Ads and Shopping results - I'll try and find out some more details.

 

As a matter of interest, you don't appear at all on a search for "buy sherry" for me and it's the "for me" that could be important.  Google searches are not "dumb" so it's quite likely you're seeing different results to other people around the UK.

 

Let me ask for some expert assistance on Shopping and PLAs and hopefully we'll come back with some answers...

 

Jon

AdWords Top Contributor Google+ Profile | Partner Profile | AdWords Audits

Re: How to get PLA's to appear on first page of search below the text

Visitor ✭ ✭ ✭
# 7
Visitor ✭ ✭ ✭
That's great Jon, I really appreciate your help.

Are you searching for "Buy Sherry" within the actual Google Shopping interface, or just in normal Google search box? In google shopping we (appear to me to) get top listings, but in Google we get no results.