Revealing Keyword Data for Product Listing Ads: A Brief Guide

Product Listing Advertisements (PLAs) are now emerging onto Google’s search engine pages. Product Listing Advertisements are a powerful advertising channel, via which you can upload your product data into the Google merchant center and then trigger your advertisements in the Search Engine Result Pages based on the data that you provide to Google. This data includes product titles, descriptions, product attributes. The next step obviously is the reporting of keywords that trigger your product advertisements, as well as those which receive clicks.

The advantage of Google Merchant Center is that it has a very basic dashboard that displays the number of paid clicks that your product advertisements are receiving.

The product’s menu displays the products that you have sent to Google Merchants, where you can view the products that are receiving clicks. However, in the analysis shown in the Merchant center, there is now keyword data. However, since you are not bidding actually on keywords to show these ads, you will have to dig just a bit in order to recover the data. You can uncover the keyword data from the first place, which is Google Adwords itself. In case you are running a paid program, you can run a match query keyword report. To do this, select the details drop down menu and under “SEARCH TERMS”, choose all.

You will also need to select a date range prior to reviewing this report. The terms appear under the search term column. This report will now show exact match keyword queries that users are searching and clicking through to reach your product pages.

Alternatively, you can find this information in Google Analytics. However, you will need to drill down into the reports. But, this is how you will need to find it

  • 1. Open Up Matched Search Queries Reports in the Acquisition > Adwords menu.
  • 2. Apply an Adgroup Filter to the Report
  • 3. Go to Advanced Options and apply advanced filter – to narrow down only the Adgroup that runs your products listing ads.

With this, you will be able to reveal the keywords that you require. Good luck with your keyword hunting!

Harshal Mazmudar

Harshal is working as a digital marketing manager at Krish Technolabs, uses the web to drive online visibility and generate leads that have resulted in huge ecommerce success. His incessant hunger to outperform is the real drive that keeps him competitive in the online hemisphere.

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