Product Listing Ads (PLAs) are a powerful tool for e-commerce businesses to drive sales through Google Shopping. However, many businesses struggle to get results because of common mistakes that hurt their visibility, click-through rate (CTR), and conversions. In this guide, we’ll cover the top mistakes to avoid in your PLA campaigns and how to fix them for better performance.
1. Using Low-Quality Product Images
Your product image is the first thing shoppers notice, so poor-quality images can reduce clicks and sales. Avoid:
❌ Blurry or pixelated images
❌ Images with text overlays or watermarks
❌ Incorrect aspect ratios
Solution: Use high-resolution images with a clean background and showcase the product from different angles. For more strategies, check out our guide on Website Development to enhance your online presence.
2. Poorly Optimized Product Titles
Google Shopping matches your product titles with user search queries. If your titles are too vague or missing keywords, your ad may not appear for relevant searches.
❌ Bad Example: “Running Shoes – Black”
✅ Good Example: “Nike Air Zoom Pegasus 40 – Men’s Running Shoes – Black – Size 10”
Solution: Include brand name, product type, color, size, and relevant features in your titles. Learn more about SEO strategies to improve visibility.
3. Not Using Negative Keywords
Many businesses waste ad spend on irrelevant clicks. Without negative keywords, your ads may appear for searches that don’t convert.
Example: If you sell high-end leather bags, you don’t want to appear for:
🚫 “Cheap leather bags”
🚫 “DIY leather bag kit”
🚫 “Used leather handbags”
Solution: Regularly update your negative keyword list to exclude unqualified traffic. This helps improve ad relevance and CTR while saving your budget for better leads.
4. Ignoring Bidding Optimization
Setting the same bid for all products is a mistake. Some products convert better than others, so your bidding strategy should reflect this.
Solution:
✅ Increase bids on high-performing products
✅ Lower bids on underperforming products
✅ Use Smart Bidding to adjust bids based on conversion likelihood
Check out our Google Ads guide for more advanced bidding strategies.
5. Overlooking Product Feed Optimization
Your product feed is the foundation of your PLA campaigns. A messy or incomplete product feed can lead to low rankings and disapprovals.
Common feed mistakes:
❌ Missing GTINs (Global Trade Item Numbers)
❌ Incorrect pricing or stock information
❌ Duplicate product listings
Solution: Regularly audit your Google Merchant Center feed and ensure all product attributes are accurate and up to date. For expert help, check out our Content Writing Services.
6. Not Using Promotions or Special Offers
Shoppers are more likely to click on ads that highlight discounts or deals. If your competitors are offering better prices or incentives, you’ll lose potential sales.
Solution:
✅ Add “10% Off” or “Limited-Time Deal” in the product feed
✅ Highlight free shipping or bundle discounts
✅ Use Google Merchant Promotions to attract more clicks
7. Failing to Track & Analyze Performance
Without data analysis, you won’t know what’s working and what’s not. Many businesses set up PLA campaigns and forget about them, leading to wasted budget and low ROI.
Solution:
✔ Monitor CTR, conversions, and return on ad spend (ROAS)
✔ Test different product titles, images, and pricing strategies
✔ Use Google Analytics and Google Ads reports for insights
Need expert help? Our team at Social Media Max specializes in Google Ads and conversion optimization.
Final Thoughts
Avoiding these common PLA mistakes can significantly improve your campaign performance. By optimizing product titles, using high-quality images, refining your bidding strategy, and tracking results, you’ll see higher CTRs, better conversions, and more sales.
🚀 Want to take your Google Shopping Ads to the next level? Contact Social Media Max today for expert PPC management!