Add a new ad group in the PLA campaign. For example, the name 'men t-shirts';
If applicable: Provide a specific promotion rule for the men's t-shirts you will be promoting;
Under the 'automatic targeting' tab, add a new product target that matches your segmentation. In this case, the product type 'men's t-shirts';Product_purpose_add
Click 'Validate' to check whether a set of products actually meets your specified values;Validate_product_target
Repeat the steps above for all the different product types you have included in your product feed.
Step 5: Manage Bids
The results of a PLA campaign come in at the ad group level. Now that your campaign is segmented, you can also adjust your bids for the different ad groups. For example: for the ad group 'men's t-shirts' I only want to bid 0.15 cents because of a lower margin and lower conversion rate. For the ad group sunglasses I want to bid 0.30 cents because of the time of year and the broader CPO target (cost per conversion).
You may have noticed that once you have split out your ad groups, there is still an 'all products' ad group running. This is the first ad group that was automatically created when the PLA campaign was pushed from Google Merchant Center. We recommend that you keep this ad group running, just at a lower bid than your split ad groups. This will ensure that you are covering all of the products in your product feed.
As mentioned earlier, the PLA campaign does not work by adding keywords, but by the match that Google can make between a user's search query and the data that you provide from the product feed. To find out if the searches that your Product Listing Ads show are relevant, you can run a search terms report. To run a search terms report, go to the Keywords tab, click on 'Details', then on 'Search terms' and select 'All'.
Search terms report
In the search terms report you can see the actual latvia phone data searches of your visitors and the corresponding results such as costs, CTR and conversion rates. Based on these metrics you can determine whether the keywords are applicable to advertise on. If you do not want to advertise on a certain keyword, you can simply exclude it as in regular search campaigns.
Of course, it is also possible to add an exclusion list (at ad group or campaign level) to prevent you from being shown for unwanted search terms.
By providing the highest quality feed possible, breaking down your product feed into different ad groups, adjusting your bids per ad group and critically reviewing your keyword reports, every advertiser can take a step in the right direction with Product Listing Ads.
Do you have more tips and tricks for setting up and optimizing a PLA campaign?
tall e-commerce tracking
By default, Google Analytics cannot simply track order data. A script must be installed on your website for this.
First you need to enable the option 'e-commerce tracking' in your Google Analytics profile. You can find this under the button 'Admin' and then 'Profile settings.
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