Google AdWords Now has Automatic Item Updates for PLAs
To help advertisers maintain consistent visibility on their Product Listings Ads (PLAs), Google has rolled out a new feature called “automatic item updates” on their ad platform.
Through this feature, Google says they would automatically update product prices and availability shown on PLAs if they notice any inconsistency while looking at an advertiser’s website through their microdata. Any changes will be reflected on Google Shopping “as quickly as possible.”
“If you enable automatic item updates, we will update product price and availability shown on PLAs if we notice a difference between your product data and your website’s microdata instead of disapproving your ads,” Google said in a blog post. “These item updates will persist until you make an update to your product data. Merchants who have participated in the beta have seen a 50% reduction in price-related item disapprovals.”
Automatic item updates are supposed to benefit advertisers by improving user experience, driving more traffic to their product listings, and letting them achieve higher conversion rates. Potential customers will be able to see the updated product price on Google Shopping instead of being redirected to out-of-stock items.
“Since we’re updating your Google Shopping product data with information found directly on your landing pages, this feature also minimizes the number of mismatches between Shopping and your website,” Google added.“ This in turn reduces the risk of account suspension for price and availability mismatches.”
To start using automatic item updates, advertisers will need to implement schema.org microdata on their pages first. This will allow Google to extract information about advertisers’ products directly from their websites. Advertisers can then start enabling the new function by going to the Automatic Items Update tab under Settings in their Merchant Center account.
Google noted, however, that they will not be able to use this feature in all instances, especially when advertisers frequently change their product specifications. When prices and other information are updated regularly, Google recommends advertisers use the Content API in addition to the automatic item updates.
Advertisers who wish to learn more about automatic item updates can visit the Google Merchant Help Center.
What do you think of Google’s automatic item updates? How will this new feature help you in preparing numerous deals to your customers? Let us know what you think by commenting below.
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