This document discusses setting up Product Listing Ads (PLA) for small businesses. It explains that PLA allows creating a product feed in Google Docs without the need for backend shopping cart integration. It provides instructions for creating a PLA campaign in Google Ads after linking the Google Doc product feed and company account information. It also discusses using the preview tool to check ad relevance, adding negative keywords, and which product feed fields are required.

1. Product Listing Ads Setup for Small Business aka - PLA
We will focus only on Product Listing Ads, as opposed to
product extensions. What does PLA look like:
The easiest preview tool is located within the keyword tab,
called the ad preview and diagnosis tool…

8. This Google Doc was manually created and is manually
updated, which is great for a small business with only a small

9. number of items. Which does not require integration with
backend shopping cart software.
Now that all this preliminary work has been done, creating
product feed in google docs, adding it to your merchant center
account, and filling in your company info, linking to your
adwords account, tax and shipping info… you are read to create
a Product Listing Ads campaign PLA in adwords…

12. Remember adwords_grouping field in your google doc?

13. Set your bid for “Auto targets” to $1.01 in beginning maybe.
Bidding is at the auto targets level. There are no keywords, BUT
there ARE NEGATIVE KEYWORDS…
Using negative keywords will give you a definite advantage over
your competitors, who are wasting money on irrelevant clicks.
Ads? Be sure to choose product listing ad when making ads…

14. Where do we see the search queries that triggered our PLA
ads?

16. Preview tool…

17. Looks like it might not be relevant… if not add to negative list…

19. You can also see these queries in GA, matched search queries,
but right here within Adwords is fine enough, and now that GA
imports data into Adwords, like bounce and time of site…
What fields are necessary in your product feed?

20. Not all these fields are required.
http://support.google.com/merchants/bin/answer.py?hl=en&answer=188494#other
In Summary:
PLA has take a prominent place on in search. In my opinion, if you have a good impression
share for your main head terms, on PLA, you may consider targeting a side bar position on
search instead of a top position.