Google Product Listing Ads Position Zero

Those of you who manage Product Listing Ads through Google AdWords have probably noticed by now that as of early December, 2013, average positions have been reporting as "0".  Google is still trying to figure out how to report positions when ads are delivered sometimes at the top right on google.com, or below paid ads and above organic listings, and sometimes on the Google Shopping page.

Here's a screenshot of one of our client's PLA activity since  November.  Notice the flatlining of average position in early December.  

Click to enlarge: Google AdWords Product Listing Ad Average Position Reporting

This is highly frustrating to our efforts to maximize ROI from PLAs.  We noticed that prior to positions being reported as zero, at times positions were being reported as 0.2 or 0.5 which was helpful to at least try to understand where in a "six pack" of PLAs we were being positioned.  

PLAs drive significant traffic (50% for some clients) to our ecommerce clients' websites and play a crucial role in the sales funnel, driving everything from awareness traffic to final click to conversion.  Of course, we would love to have the insight into whether we are gaining or losing ground position-wise.

Until Google fixes PLA reporting, we recommend that PPC managers watch Impression trends closely as they are the "canary in a coal mine" indicators that visibility is heading in the wrong direction.  Compare your Impression and CPC trends as well as your Impression and Click trends to help identify the need for corrective bidding action.

Click to enlarge: Compare Impression, Click and CPC Trends for PLAs

If you have questions about your Product Listing Ad campaigns or need assistance in any way, please contact us for a quick chat and recommendations for optimizing your feed, campaigns and bidding structure!