Google Product Listing Ads

Product Listing Ads (PLAs) place your products in front of millions of online shoppers searching on Google for the products you offer. PLAs show shoppers exactly what you have for sale before they even reach your site, which makes them more likely to click on your ad, make a purchase, and increase your ROI.


PLAs allow you to include an image, title, price, and your store or business name inside your ads, without the need for you to create unique ads for each product you sell.

Here's what Product Shopping ads might look like on different screens:

An illustration showing how Shopping ads appear on many different devices

How Product Listing Ads & Smart Shopping campaigns work

Product Listing Ads use Merchant Center product data – not keywords – to decide how and where to show ads.  Hence the first step is to get your product data into GMC. 

Codisto will automatically sync your product data with GMC (which makes your products eligible for Surfaces across Google).

Once the product data is synced with GMC, Codisto will create a Google Ads (GAD) Account for you (or allow you to link an existing one) and link the account with GMC.

Then Codisto asks you for a daily budget for your ad spend with Google (paid directly to Google) and creates a Smart Shopping Campaign which launch your PLAs (which is Google's way of saying Google use those details when they match a user's search to your ads, making sure that the most relevant products are shown. In other words, they decide what to show when, not you as the merchant).

Your content for Shopping campaigns and PLAs needs to comply with the Google Shopping Policies.

Where your ads appear

Here's where you might see your PLAs across the web:

  • The Shopping tab on Google Search (in selected countries)
  • Google Search, next to search results (separate from text ads) and Google Images
  • Google Search Partner websites (if your campaign is set to include search partners)
  • The Google Display Network, which includes YouTube, Gmail and Google Discover

Bid strategy

Codisto uses Manual CPC bid strategy by default where we ask for average daily budget for your Google ad spend.

In Settings merchants may can change their bid strategy if they wish to either:

  • Target Return on Ad Spend (ROAS) %; or
  • Max Clicks (adjust max cost per click)
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