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Product Listing - Merchant Center

Explorer ✭ ✭ ✭
# 1
Explorer ✭ ✭ ✭

Hi, Adword & Mercant center are linked.

Which is better & why

1- Creating seperate Campaing for Product listing.

or,

2- Creating Product extension in existing Campaign.

 

Thanks

1 Expert replyverified_user
2 ACCEPTED SOLUTIONS

Accepted Solutions
Marked as Best Answer.
Solution
Accepted by Alys (Google Employee)
September 2015

Re: Product Listing - Merchant Center

Top Contributor
# 2
Top Contributor

Hi Anil,

 

Product Listing Ads (PLA) and Products extensions are 2 different features of Adwords.

 

In case of Product Extensions, your text ads is appended with product features from the product feed which is available on your Merchant Center account.

 

Having said that, you can use both features together also. See this for details.

 

And in case of PLAs, it directly communicates with the product feed of Merchant Center account and whatever information you have submitted, Adwords will try to fetch that and these ads will be shown based on relevancy and the user search query.

 

Most important part of PLAs is that they don't require keywords from your Adwords campaigns to trigger ad on Google search.

 

Now, it depends upon you how you actually want to create PLAs. You can create separate PLAs as well as within the same campaign, depending upon how you want to structure.

 

In my opinion as per the best practices, it is better to create a PLA campaign separate from other search campaigns.

 

It will be more easy for you to optimize that campaign and set various product filters and product targets based on which products are more profitable.

 

You might be interested in this informative article for more specific details.

 

Hope this helps!

Pankaj

View solution in original post

Marked as Best Answer.
Solution
Accepted by Alys (Google Employee)
September 2015

Re: Product Listing - Merchant Center

Participant ✭ ☆ ☆
# 3
Participant ✭ ☆ ☆

Hi Anil,

Both product listing ads and product extensions have similar formats with similar setup requirements. However they each have a slightly different audience focus. But Product extensions helps client to include more business-focused information with a text ad that may more generally represent your business or services. It allows customers to get a better sense of the advertiser’s product selection prior to clicking through to visit the advertiser’s site.

 

On other side Product listings are purely product-driven, and less focused on providing additional information about your business or offering to shoppers. These ads appear in a variety of formats and feature relevant product information, such as a product image, price, or name. 

For exampale you're a discount retailer and you offer a huge variety of shoes, alongside clothes, purses, and sunglasses.

 

With product extensions: You might have an ad featuring a top brand designer's name, and ad text that lets shoppers know you sell almost everything that designer has created, for great deals. A shopper would click on your product extensions plusbox to see photos and descriptions for various products related to their search, all available at your online store. Clicking one of the products in this extension would take them to a page where they could see and buy the product.

This advertising experience offers a more business-focused introduction to the products you offer as an online store, in context with a shopper's web search.

 

With product listings: Your ad would feature a photo of the product, the designer's name with the type and design of shoe, the price, and a Destination URL that takes the shopper straight to a page where they can see and buy the product immediately.

This advertising experience skips the introduction of your business as an online store and presents only the product, alongside other online products for sale from other stores.

 

To get more benefit you can use both formats when you advertise your products with AdWords.

Resource:  http://support.google.com/adwords/bin/answer.py?hl=en&answer=2454020

Just a Thought!

 

Thanks
Anchal

View solution in original post

Marked as Best Answer.
Solution
Accepted by Alys (Google Employee)
September 2015

Re: Product Listing - Merchant Center

Top Contributor
# 2
Top Contributor

Hi Anil,

 

Product Listing Ads (PLA) and Products extensions are 2 different features of Adwords.

 

In case of Product Extensions, your text ads is appended with product features from the product feed which is available on your Merchant Center account.

 

Having said that, you can use both features together also. See this for details.

 

And in case of PLAs, it directly communicates with the product feed of Merchant Center account and whatever information you have submitted, Adwords will try to fetch that and these ads will be shown based on relevancy and the user search query.

 

Most important part of PLAs is that they don't require keywords from your Adwords campaigns to trigger ad on Google search.

 

Now, it depends upon you how you actually want to create PLAs. You can create separate PLAs as well as within the same campaign, depending upon how you want to structure.

 

In my opinion as per the best practices, it is better to create a PLA campaign separate from other search campaigns.

 

It will be more easy for you to optimize that campaign and set various product filters and product targets based on which products are more profitable.

 

You might be interested in this informative article for more specific details.

 

Hope this helps!

Pankaj

Marked as Best Answer.
Solution
Accepted by Alys (Google Employee)
September 2015

Re: Product Listing - Merchant Center

Participant ✭ ☆ ☆
# 3
Participant ✭ ☆ ☆

Hi Anil,

Both product listing ads and product extensions have similar formats with similar setup requirements. However they each have a slightly different audience focus. But Product extensions helps client to include more business-focused information with a text ad that may more generally represent your business or services. It allows customers to get a better sense of the advertiser’s product selection prior to clicking through to visit the advertiser’s site.

 

On other side Product listings are purely product-driven, and less focused on providing additional information about your business or offering to shoppers. These ads appear in a variety of formats and feature relevant product information, such as a product image, price, or name. 

For exampale you're a discount retailer and you offer a huge variety of shoes, alongside clothes, purses, and sunglasses.

 

With product extensions: You might have an ad featuring a top brand designer's name, and ad text that lets shoppers know you sell almost everything that designer has created, for great deals. A shopper would click on your product extensions plusbox to see photos and descriptions for various products related to their search, all available at your online store. Clicking one of the products in this extension would take them to a page where they could see and buy the product.

This advertising experience offers a more business-focused introduction to the products you offer as an online store, in context with a shopper's web search.

 

With product listings: Your ad would feature a photo of the product, the designer's name with the type and design of shoe, the price, and a Destination URL that takes the shopper straight to a page where they can see and buy the product immediately.

This advertising experience skips the introduction of your business as an online store and presents only the product, alongside other online products for sale from other stores.

 

To get more benefit you can use both formats when you advertise your products with AdWords.

Resource:  http://support.google.com/adwords/bin/answer.py?hl=en&answer=2454020

Just a Thought!

 

Thanks
Anchal

Re: Product Listing - Merchant Center

Explorer ✭ ✭ ✭
# 4
Explorer ✭ ✭ ✭

Thanks Pankaj & Anchal for explamnation.

I just setup both - Product Extension and Seaprate campaign for product listing.

 

@Panakj - As you say that Keyword  is not required, but after setting & adding product listing ads, it was showing a notification on keyword tab that - You current setting required you to add keywords to show your product ads. So, I added some keywords from other live campaign . My current setting for this campaing is - Search Network only - Product listing ads, All device. Am I making some mistakes ?

 

Re: Product Listing - Merchant Center

Top Contributor
# 5
Top Contributor

Anil,

 

Did you select the Auto Targets for your ad group inside PLA campaign? It ask you to either select all products or a group of  products depending upon how your product feed is configured inside Merchant Center account.

 

Keywords are not required if it's only PLA campaign and you have not selected anything else. 

 

Give it some time so that Adwords settings are normalised and your product feed data start synchronizing with your new PLA campaign.

 

Pankaj