What are Product Listing Ads and Text Ads on Google?
Product Listing Ads (PLAs) and Text Ads are two prominent paid advertising features that appear on Google's search engine results pages (SERPs).
Product Listing Ads (PLAs)
Product Listing Ads, also known as Google Shopping Ads, are visually rich advertisements that showcase products directly in search results. These ads typically include:
Product image
Product title
Price
Store name
Customer ratings (when available)
Delivery cost
Current offers
PLAs appear at the top or side of search results and are marked with ‘sponsored’. They offer users a quick glance at various products and their prices from different retailers. Here is an example of a Product listed Ad:
Image source: Google Results Page
Text Ads
Text Ads are the traditional form of paid search results on Google. They appear as prominently displayed paid results at the top or bottom of the search results page and are marked with ‘sponsored’. A typical Text Ad includes:
Headline
Brief description
URL
Ad extensions (now called ‘assets’) can also include:
Location
Call asset
Site links
Callouts
Structured snippets
Price
App assets
Promotions
Seller ratings
Business information (logo and name)
Images
Here is an example of a Text Ad on the Google SERP:
Image source: Google Results Page
PLAs and Text Ads are powerful tools for businesses looking to increase their visibility on Google's SERPs, each offering unique advantages depending on the advertiser's goals and target audience.
Benefits for organic site visibility
While PLAs and Text Ads are paid features, they can indirectly benefit organic site visibility:
Increased brand awareness: Appearing in both paid and organic results can reinforce your brand's presence in the SERPs.
Higher click-through rates (CTR): Users who see your brand in paid and organic results may be more likely to click on your organic listing.
Data insights: Running paid campaigns can provide valuable keyword and performance data to inform your organic SEO strategy.
Occupying more SERP real estate: Having both paid and organic listings can push competitors further down the page, as well as ensure you are visible across the whole user journey.
Improved trust and credibility: Consistent presence across paid and organic results can enhance user trust in your brand.
These benefits highlight the potential synergy between paid and organic search strategies. By leveraging both approaches, you can create a more comprehensive and effective search presence.
We recommend that you speak to the person/s responsible for your paid advertising strategy for more information.
This collaborative approach between SEO and PPC teams can lead to more informed decisions and better overall performance in search results. Remember, while these paid features complement your organic efforts, they should not replace a robust SEO strategy.