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What Are Product Listing Ads (PLA's)?

Product Listing Ads (PLAs) are a common advertising strategy for e-commerce players. If you’ve ever done a Google Search for a product, paid ads (usual websites) are listed at the top of the page with organic searches displayed below. A small ‘Ad’ will show next to the ad results at the top of the page (see example below).

Google Ad

Google allows merchants to purchase ads for specific products on their websites now. You’ll notice these Product Listing Ads (PLAs) to the right of search results (see below):

Google PLAs

 

PLAs have made it easier for consumers to shop by allowing them to view products from the search page.

Because consumers can view multiple listings and prices on the search page, competition has increased for online retailers. Merchants' most popular products are typically shown on these PLAs. This is to encourage click-through rates and to remain competitive.

PLAs are most commonly displayed in the "Shopping" section of Google searches. Because thousands of products are now displayed on Google Shopping, PLAs are a key way for merchants to stand out to browsers.  

How to Use PLAs

Many can collect product reviews directly on their website,  but that doesn't mean syndication to Google. You can partner up with a third-party review aggregator (like Shopper Approved) that has syndication contracts with Google, and syndicate through them. This puts Google Seller Ratings and Reviews and product reviews in front of more people and is proven to increase conversion rates.

Amazon Is Exploring PLAs

While PLAs increase may drive down prices to more competitive rates for consumers and make it easy to find what they are looking for, those same benefits are the merchant’s trials. Especially since Amazon has started exploring Google PLAs.

“If Amazon decides to fully invest in PLAs for the long term at similar return-on-investment targets as other e-commerce advertisers, it will be a big win for Google,” says Mark Ballard, senior director, and researcher at Merkle.

Amazon’s push into PLAs means that their results will show up in searches and in Google Shopping results.

"Amazon's entrance into Google Shopping will undoubtedly have a major impact on online retailers. As a paid traffic source, Google Shopping has been the most effective ad unit for our clients and oftentimes their biggest source of new customers,” Nolan Antonucci, performance manager at Exclusive Concepts claims.

How can you make your PLAs stand out? Google allows star ratings to display for the products being featured if the seller ratings meet certain criteria. s must have at least 50 reviews across all of their products, and the product listed must have at least 3. These ratings may be the differentiator to take on Amazon and other online retailers in this space.

Look at the google product rating page here to get more information on PLA requirements.

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Scott Brandley is an expert in reviews, social proof, and behavioral design. He is the co-founder and CEO of Shopper Approved and Trust Guard, and has built over 40 different SaaS software products over his career. In 2006, one of Scott’s first software companies became the driving force behind StomperNet (one of the largest internet launches in history). Also in 2006, Scott launched Trust Guard, a website security company that has helped to actively protect thousands of businesses and hundreds of millions of consumers for over 17 years. In 2010, Scott launched Shopper Approved, an online ratings and reviews platform that quickly became one of the fastest growing, privately held companies in America, and has been featured nationally on the Inc. 500, the Utah 100, and the Utah Fast 50.

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Questions & Answers About What Are Product Listing Ads (PLA's)?
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Popular Questions

2 years ago
2 years ago
Yes. Shopper Approved is a legitimate business that collects genuine reviews from verified customers. Large companies like Namecheap, B&H Photo, Vividseats.com, and 1800Flowers all trust Shopper Approved to help collect and distribute customer ratings and reviews. Shopper Approved has even been an official Google Review Partner since 2013 and has the highest ratings on the web from G2, BBB, Capterra, Google Reviews, and Trustpilot.
Source: https://results.shopperapproved.com/b...
1 year ago
Can I delete a review that I posted on a particular website? See more »
2 years ago
2 years ago
Google Customer Reviews are for ecommerce businesses and Google My Business Reviews are for location-based businesses. Google Customer Reviews qualify for a Google Seller rating with Google, helping optimize organic listings and Google Ads click-through rates, and ad spending by showing star ratings in Google Ads. Some third-party review platforms, like Shopper Approved, help merchants collect customer reviews on Google My Business and e-commerce reviews for a Google Seller Rating.
Source: https://support.google.com/business/t...
2 years ago
2 years ago
On G2, reviewers felt that Shopper Approved met their needs better than Yotpo, had better ongoing product support, and preferred Shopper Approved's features and roadmaps. Shopper Approved rates 4.8/5 stars with 141 reviews vs. Yotpo's 4.3/5 stars with 217 reviews. Users who switch from Yotpo to Shopper Approved enjoy a lift in the number of reviews and UGC.
Source: https://results.shopperapproved.com/b...
2 years ago
Yes, ratings and reviews increase conversion rates. According to ecommerce Fastlane.com "There was a 108.6% lift in conversion among shoppers who interact with ratings and reviews. There's a 71.9% lift in conversion among those who click to only see one-star reviews, which is proof positive that negative reviews don't necessarily scare shoppers away." Read more about how ratings and reviews improve conversion rates. See more »
2 years ago
The commerceshop.com found that 85% of online shoppers buy after reading product reviews. BigCommerce says that reviews generate 62% more revenue per site visitor, and Shift4Shop data shows product reviews increase conversion rates by 44%. Shopper Approved research found that 80% of consumers say that product ratings and reviews are important when searching for products online.
Source: https://results.shopperapproved.com/b...
2 years ago
Can retailers edit, suppress or delete negative reviews? See more »
2 years ago

Reviews cannot be deleted or edited. Reviews collected by Shopper Approved are from verified customers following a completed purchase. As a Google Review Partner, reviews are not allowed to be edited, deleted, or suppressed. Research shows that consumers trust brands more when they have a full spectrum of reviews, and a perfect 5-star review is actually less trustworthy.

Here's a great article on handling negative reviews See full answer »
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