As online shoppers become more savvy, comparison shop and look to do business with trusted online merchants, Google Product Listings Ads, also known as PLA’s are becoming an important part of any Online Retailers paid search strategy.
In the past, online retailers were able to export their product feeds from their website and upload them into Google’s Merchant Center for free. This product feed would then successfully publish their product to Google Shopping as well as appear within search results. However, in October of 2012 Google decided commercialise the shopping channel. This move required online merchants looking to keep their products listed in Google Shopping to pay for placement. Although advertisers can still submit their feeds through the normal Google Merchant Center process, they must now run a Product Listing Ad campaign within Google AdWords.
Here is an example of a PLA Running on a Search Results Page: