What are Product Listing Ads (PLAs), and How Do They Work?

What are Product Listing Ads (PLAs), and How Do They Work?

Companies that rely on e-commerce sales can benefit from using product listing ads (PLAs) as a marketing tool. PLAs can promote offline and online catalogs, generate qualified leads, and boost traffic to business websites.

Learning about PLAs may help draw more customers to digital markets if you work in advertising or for an online retailer.

In this article, we define product listing ads, review how they operate and their advantages, discuss the factors to consider, and provide advice on making your PLAs as effective as possible.

What do Product Listing Adverts Consist of?

E-commerce companies utilize product listing advertising, also known as dynamic product ads, which appear in search engines, social media, and app search results.

When marketing departments employ this tactic, visitors who click on the product photos that are shown above text search results can be reached.

If a company satisfies the criteria of the preferred search engine host, PLA creation and launch are simple. Descriptions, costs, links in the title, and the name of the retailer, business, or shop are all components of a product listing ad.

How do PLAs Function?

Online retailers generate PLAs through the dashboards or platforms of search engines to have their adverts appear in search results. Instead of relying on a keyword list, product listing advertisements use data from these campaigns.

For each query, search engines utilize algorithms to choose which PLAs to display depending on elements, including the landing page’s effectiveness.

The search engines additionally consider which relevant ad has the highest bid for the specific query and area since they choose PLAs using an auction-style, pay-per-click bid structure.

Businesses that employ auction-style advertising may establish a maximum bid amount per interaction or a charge per client click. Those with the highest bid and quality often appear higher in the search results. Here are three examples of standard product listing ads:

Product shopping advertising: These advertisements, which display a picture of a product together with information like its price and location, are made by the merchant center using information given by the firm.

Local inventory ads: Search engines employ information from local inventory data to link users to a retailer’s goods and show pickup choices for customers.

Showcase shopping ads: These are made by retailers by grouping their goods into comparable categories so that consumers may contrast various brands or models.

The Advantages of Product Listing Ads:

Most hits businesses receive from search engine results come from product listing advertising. The following are some advantages of employing PLAs in your marketing campaigns:

  • Increased click through rates:

Compared to text advertisements, PLAs have more excellent click through rates for many online businesses. In the search results, PLAs prominently promote product photos. Using PLAs might persuade consumers to click on your ad more frequently because visual appeal is a potent marketing tactic. This can increase traffic and boost a company’s click through rates.

  • Improved quality leads:

Because they deliver higher-quality leads on search searches, product listing advertising may be advantageous to consumers. Marketing teams can positively influence potential buyers and persuade them to click on a particular advertisement by including information about the product in the PLA. Increased sales of a company’s goods may result from this.

  • Increased conversion rates:

The success of your conversion rate may rise by using PLAs to enhance the frequency with which customers view your advertisement and make it more alluring for them to click on it. A consumer’s action to achieve the intended outcome for a business is referred to as a conversion in marketing and sales. A sale is frequently the conversion in the retail industry. Your odds of achieving a conversion increase as more people visit a website.

  • Experience with benchmarking:

Comparing bids and ranking your marketing techniques against your rivals may be accomplished using PLAs to conduct auction-style advertising. You may examine the low, medium, and high bids for a specific ad spot and what your rivals are bidding by using data from your search engine and ad networks. You will be better able to keep inside your marketing budget for digital advertising and comprehend your benchmarks and milestones.

  • Simple presentation:

Product listing advertisements frequently show above text search results on search engine results pages. They present detailed visual information that informs potential clients about the product and encourages them to learn more. These powerful and aesthetically attractive advertisements may improve the chance of clicks and conversions.

  • Easy management:

Using product listing advertisements with most search engines helps streamline your workflow because they’re simple to generate and can be accessed from a dashboard. Thanks to many applications, you may generate content, measure metrics, and publish the information on various search engine results pages and websites. Search engine algorithms can use other optimization criteria to evaluate which searches your PLA is suitable for. Try out services from Saras Analytics to get ultimately benefitted.


Since its debut in 2010, PLA advertising has been more popular. You may promote your goods and services with product listing ads while establishing a solid web presence with the constant guidance from Saras Analytics. This is the quickest technique to get your clients’ attention and surpass rival companies when employing solely Expanded Text Ads.