Product Listing Ads, or PLAs, are ads on AdWords that are available to eCommerce businesses. With PLAs, you can display a picture of your product as well as product information. This is very different from standard Google search ads, which are entirely text-based. Product Listing Ads show up in their own separate space on the Google Search page.
There are two very important things to know about PLAs:
- Google only shows Product Listing Ads for certain keywords. For instance, if you search for “Nike shoes,” you may are likely to see PLA ads, but if you search for “George Washington University,” you are not going to see them; and
- Secondly, Google only shows PLA ads for products that can be purchased directly online. If you are using AdWords to generate leads, phone calls, general awareness, foot traffic to your store, then PLAs are not for you.