The Guide to Product Listing Ads


Imagine you’re in a huge online store with tons of products. It’s like a giant shopping mall on your computer or phone. How do you notice one special item among so many? That’s where Product Listing Ads (PLAs) come in. They’re like the big, colorful signs in a mall, but for online shopping. They help make sure the right products get seen by people looking to buy.

Today, with so many people starting their shopping online, these ads are really important for getting products noticed – and no, we are not talking about retail media here.

What Are Product Listing Ads?

Product Listing Ads (PLAs) are a dynamic and visually-driven form of online advertising, crafted to bring products to the spotlight across various digital platforms. Unlike traditional text ads, PLAs are rich with visual appeal, showcasing clear images of products alongside key details like pricing and product descriptions. They often incorporate customer reviews, adding a layer of trust and relatability.

PLAs find their home not just in search engine results, but also weave seamlessly into the fabric of social media feeds and e-commerce sites. This broad presence allows them to engage potential customers in their natural online habitats, making PLAs more than just ads – they are vibrant, interactive showcases for products in the digital age.

The latest development is the use of AI technology to produce AI-generated PLAs that can demonstrate very good performance.

Diverse Platforms

While many associate product listing ads primarily with Google product ads, their realm extends far beyond. Platforms like Bing Shopping, Facebook & Instagram Shops, TikTok Ads or Pinterest Shopping Ads offer unique opportunities for PLAs. Each platform caters to different audiences and product niches, allowing businesses to tailor their strategies effectively.

Nota bene: This does not mean neglecting Google. Effective Google Shopping management is vital if you want to be successful online!

The Power of Visual Appeal

The essence of these ads lies in their ability to visually captivate potential buyers. A well-crafted PLA doesn’t just tell; it shows. It provides a snapshot of the product, offering a tangible glimpse into what the customer can expect. This visual appeal is crucial in an online world where attention is the most sought-after currency.

Benefits of PLAs

Enhanced Visibility

PLAs make your products stand out in a sea of text-heavy search results, grabbing attention instantly.

A study by Google also showed that search ads have a significant impact on brand awareness. In their research, they found that there was an average of 80% lift in top-of-mind awareness for the brands that used search ads, compared to those that did not​​.

Targeted Reach

With these ads, you’re not just casting a wide net and hoping to catch someone’s interest; you’re strategically placing your product in front of people who are already halfway down the path to making a purchase. This targeted approach makes product listing ads an invaluable tool for driving relevant traffic to your product pages and increasing the likelihood of conversions.

Rich Information & visuals

By including key details like price, reviews, and product descriptions, PLAs provide valuable information at a glance. And using high-quality images is a must!

According to MDG Advertising, 67% of online shoppers rated high-quality e-commerce images as “very important” to their purchase decision. This was considered slightly more important than “product-specific information,” “long descriptions,” and “reviews and ratings”​​​​.

Higher Conversion Rates

The informative and visual nature of PLAs tends to lead to higher click-through and conversion rates compared to standard ads.

The average click-through rate (CTR) for Google paid search ads is for example between 4-6%, according to WordStream. This statistic highlights the effectiveness of search ads in engaging potential customers.

How to Design Effective Product Listing Ads

Crafting the perfect Product Listing Ad can be a complex task, especially when managing campaigns across multiple channels and ensuring each ad is optimized for performance. This is where a feed management platform such as Lengow comes into play, offering a comprehensive suite of tools and features to enhance the effectiveness of your these ads.

Extensive multi-channel management

Lengow stands out with its ability to manage PLAs across a multitude of marketing channels. This includes not only major players like Google, Meta (Facebook, Instagram), Snapchat, TikTok, and Pinterest but also a variety of niche channels. This extensive reach enables businesses to create campaigns that are finely tuned to different audiences and industries, ensuring a broad yet targeted exposure​​​​.

Efficient campaign creation and optimization

The platform simplifies the creation and ongoing management of these ads. Users can effortlessly set up campaigns, with Lengow ensuring that these campaigns are consistently updated with the latest product information and visuals. This feature is crucial for maintaining the accuracy and relevance of PLAs, which in turn, affects their performance and the user’s trust in the advertised products​​.

Advanced performance analytics

Performance Analytics_Product Listing Ads

Lengow’s integration with Analytics tools and other business data (like profit, margin, ROI) allows for detailed performance tracking. It enables A/B testing of various ad elements, facilitating a data-driven approach to PLA optimization. Users can make informed decisions about their campaigns, adapting strategies based on concrete performance metrics​​.

Quality traffic and improved conversion rates

By segmenting the product catalog and synchronizing ads with inventory levels, Lengow ensures that product listing ads remain highly relevant and targeted. This helps in driving quality traffic to the products and increases the likelihood of conversions, as campaigns for out-of-stock products are automatically paused, thus optimizing ad spend​​.

Dynamic Pricing for competitive edge

Lengow’s dynamic pricing feature, powered by Netrivals, automatically adjusts product prices on each marketing channel. This adjustment is based on the competitiveness of each market, ensuring that the pricing strategy is always in line with market trends and demands, giving businesses a competitive edge​​.

Comprehensive product data enhancement

Optimisation_Product Listing Ads

With Lengow, brands and retailers can enrich their product data with both hot (price, stock, margin) and cold (rich-media content, picture) data from various sources. This leads to the creation of an optimized product catalog, crucial for effective PLAs that attract and engage potential customers​​.

Simplified campaign optimization

Automating the optimization of ad titles, attributes, and descriptions, Lengow saves time and enhances efficiency. This feature simplifies the often complex and time-consuming process of campaign optimization, allowing businesses to focus on strategy and growth​​.

Optimize Your Product Listing Ads!

Adrian Gmelch

Adrian Gmelch is a tech and e-commerce enthusiast. He initially worked for an international PR agency in Paris for large tech companies before joining Lengow's international field marketing & content team.

Your e-commerce library

4 Top Tips for Selling on Marketplaces (Home and Garden)

Learn more

Marketplace Horror Stories

Learn more

Master Intelligent Google Campaigns

Learn more

Sign up for our newsletter

By submitting this form you authorize Lengow to process your data for the purpose of sending you Lengow newsletters . You have the right to access, rectify and delete this data, to oppose its processing, to limit its use, to render it portable and to define the guidelines relating to its fate in the event of death. You can exercise these rights at any time by writing to