What Retailers Can Learn from Monitoring PLA Special Offers
Product Listing Ads (PLAs) are a required PPC marketing tactic for boosting visibility. They help your products stand out from a busy results page, and boost the visibility of your other ads on the page.
But, how does a leading retailer differentiate themselves within a PLA unit?
Many retailers have added Google's PLA Special Offers component. Special Offers let retailers highlight specific promotions and sales for their listed products, not just the product's basic details. Example:
Notice how Kitchen Aid stands out from the other 5 results due to the blue Special offer text and price tag icon. When clicked, the ad doubles in size, allowing the retailer to highlight the promotion details, the code needed, the expiration date, and usage instructions.
Retailers need to know details of their competitors' promotions, so The Search Monitor brings you the most popular Special Offers run by advertisers in their PLAs. Each day, you can visit this site and see the most commonly seen promotions running in the Special Offers space.
PLA Special Offers - Ad Intelligence exampleLet's look at an example from our PLA Special Offers ad monitoring software:
Looking at the top five special offers in the Food & Groceries vertical, notice that 15% seems to be the industry standard, offered by Thrive Market, Harry & David, and Boxed. Vitacost.com, on the other hand, is offering $5 off with a minimum purchase. This may be an attempt to stand out from other retailers. Will it work? Check back to see if Vitacost sticks with this strategy or tries something different.
Which retailers need to monitor PLA Special Offers?
- Retailers who have a Google Merchant Center account
- Manufacturers who want to monitor how their approved retailers are appearing in search results
- Super-affiliates like Savings.com or RetailMeNot.com who want to see how their competitors are advertising
- Affiliate Managers who want to verify the product and offer compliance of their affiliates