22 Jul '13, 7pm

A Simple Overview of Product Listing Ads

The Data Feed. PLAs require you to learn how to set up and optimize your product data feed to Google Merchant Center just as much as knowing how to control your product/query matching in AdWords. For a more detailed breakdown, see the Total Guide to Setting Up Your Data Feed . Targeting. There are no positive keywords. To me, this is the worst feature about these campaigns because it takes away a lot of your control over how your products are targeting to queries. The only way you can control this is post-ad serving, when you look at historical search terms and then add what is appropriate as negative keywords. The problem is your products have already shown on search terms that Google deems to be relevant, but don't truly match the search query performed. This creates a lot of time and optimization for you that could be avoided if Google would allow you to use keyword mat...

Full article: http://www.searchengineguide.com/mike-fleming/a-simple-ov...

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