Google recently removed the right rail of ads on its results pages, but the search engine didn’t stop there. While Google didn’t remove Product Listing Ads from the right rail, it did create two big new rules for them. This post lets marketers know what to do about them.
“The first is the new policy by Google that enforces consistency between your product data and your product landing pages,” reads a St. Patrick’s Day blog post from ChannelAdvisor. “The second is less surprising, but still significant: Google now displays a numerical ranking for PLAs when shoppers use the words ‘top’ or ‘best.’ ”
An AdGooroo study shows there’s already ad drop-off due to the loss of the right rail, so it could be interesting to see how e-commerce marketers react to the change in PLAs.
Regarding the right rail, AdGooroo says on March 15: “For the 2,500 retail keywords we examined, on average the number of advertisers decreased by 42 percent, from 38 advertisers to 22 advertisers. However, the change in average cost per click across all 2,500 retail keywords was not as significant — just a 1.8 percent increase, from $1.63 to $1.66.”
Here’s what ChannelAdvisor suggests marketers do about the PLA changes:
- Keep Required Attributes Consistent. For instance, if the PLA says a sweater is red, say it’s red on the landing page, too. Not “cranberry.” The post reads: “A couple of weeks ago, you may have started getting generic suspension warnings out of the blue for some of your PLA listings. … Though it wasn’t widely publicized, Google made the change to improve consistency between data and listings, specifically for color attributes.” ChannelAdvisor says this formula may be the best way to show up on SERPs: “[Brand + Product Type + Attributes]”
- Consumer Reviews Matter. “When the word ‘top’ or ‘best’ is used in search queries, Google now includes a numeric rank on each PLA image, based primarily on user ratings. On mobile devices, Google uses blue flags to display the rankings.”
What do marketers think?
Please respond in the comments section below.
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