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PLA product campaigns

Google Shopping campaigns are among the most effective campaign types for the e-commerce industry. Due to their presentation in the search engine, they have a very high conversion rate.

Why should you do this with us?

  • We use the most modern solutions
  • We are focused on the effect
  • We run campaigns for the largest brands in Poland
  • We guarantee continuous support of a dedicated specialist

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Effective sales

High conversion rate and low cost of customer acquisition make product campaigns the most effective method of selling products in an online store.

Clear product presentation

An attractive form of advertising with a photo stands out among text ads in Google search results. Price presentation from the search engine level means that only people interested in the offer click on the advertisement.

Better campaign metrics

Our experience shows that PLA campaigns have a higher CTR compared to the text equivalents of Google Ads. They also have lower cost per clicks, making the campaign more effective.

Always up-to-date advertising

Google constantly updates product prices and availability. New products on offer are added automatically, without the need to interfere with the system.

Better matching potential customers

Information about the product is displayed in the search engine, thanks to which the user does not have to enter the store to find out about the offer. Ads are characterized by high conversion, targeting the needs of users, appears when needed.

Semahead CSS - Google CSS product comparison

Using the Semahead CSS comparison engine for our clients means almost 20% lower CPC rates than in standard Google purchases. Check the offer today!
In 2017, the European Commission fined Google EUR 2.4 billion for using monopolistic practices and favoring its comparison engine in Google purchases. So Google has made available the possibility of displaying product ads by other CSS comparison engines – such as Semahead CSS. Using Semahead CSS is:

Up to 20% cheaper click costs for Shopping campaigns (higher ROAS)

Google-emitted Standard Shopping Ads (PLAs) have a margin that is charged on each click. Thanks to the use of Semahead CSS, CPC rates are cheaper by up to 20%, as they are not burdened with a technological margin.

Greater "occupancy" of the shelf of product advertisements
Noticeable increase in impressions and clicks
Free campaign cost reduction

Case study

You don’t have to take our word for it. Check how we improve the effectiveness of our clients’ advertising activities on a daily basis.


  • Thanks to the work of SEO experts, we implemented the proposed changes to our website, improving its visibility.

    A properly implemented linkbuilding strategy increased its position in the search engine. It is worth mentioning that working with the Semahead Agency is pure pleasure. Since its inception, our company has recorded regular increases, thanks to the work of experts who not only know the industry well, but also understand our business. Professionalism, high quality and excellent communication are the basis of our cooperation. Bearing in mind the overall cooperation and the results achieved, I recommend the Semahead Agency as a trustworthy partner who has a real impact on the business results of our company.

    Mateusz Ciba - Project Manager
  • The Semahead agency provides us with services in the field of PPC, SEO, Content Marketing, web analytics and Social Media.

    We appreciate the professional approach of specialists, which is manifested in the knowledge of the market and great commitment to building the image of the Black Red White brand on the Internet. I recommend the Semahead agency as a trustworthy partner in conducting internet marketing activities.

    Magdalena Matela - Manager e-commerce
  • Semahead Agency is a unique group of experienced SEO, PPC, Social Media, Content Marketing, Analytics and Marketing Automation experts who are eager to share their knowledge and help in discovering the most effective ways of business development.

    Professional approach, customer service and the ability to communicate on both sides, unparalleled in the market, make Semahead a trustworthy partner. Throughout the period of our cooperation, they have built enormous trust, incl. thanks to the much-needed critical thinking skills, both to the client’s propositions and ideas, and to their own strategies or results.

    Mateusz Piszczek - Digital Marketing Manager
  • Professional, fruitful and pleasant cooperation. Semahead has been with us since 2016 and we can no longer imagine SEO activities for without them.

    The organically growing player base is a key issue for us, and thanks to the Agency, the charts are growing again. We appreciate a flexible approach to our changing needs and patience. The constant possibility of consulting with Semahead experts is invaluable, and besides … we just like each other 🙂

    The Gamedesire team
  • We have been cooperating with Semahead in the field of SEO for a very long time.

    What we value most is the professional and individual approach to the client, constant and always problem-free contact, as well as the opportunity to meet at any time and discuss individual activities. I recommend Semahead to everyone who is looking for an SEO agency with a modern approach and a competent team.

    KEI team


Get answers to the most common questions about PLA.

What is a Shopping campaign?

A product campaign (PLA campaign, Google Shopping campaign, Google Shopping) is a type of sales campaign designed for online stores.

What is a Shopping campaign?
Is the product campaign for me?
Where is your ad showing?
What does a Shopping ad look like?
What is a product feed?
What is Google Merchant Center?
What are the types of Shopping ads?
What is a Smart Shopping campaign?
What are the billing models for Shopping campaigns?

A product campaign (PLA campaign, Google Shopping campaign, Google Shopping) is a type of sales campaign designed for online stores.

Yes, as long as you run an online store. Product campaigns are intended for sellers who want to promote their online or local offer in the search engine.

The ad is displayed on the right side of the search results or directly above all results. It may appear in the “Shopping” and “Graphics” tabs. If your campaign includes search partners, your ad will appear on the partner’s site and on the Google Display Network. Shopping ads can appear simultaneously with, and are independent of, your text ads.

The view is based primarily on the image of the product as well as the name, price and address of the online store. The items displayed are from the product feed data in Merchant Center.

Product feed (product file) is a file containing the description and attributes of the product, including their descriptions and attributes. Usually comes in XML, CVS, TXT, or created in a Google Docs spreadsheet.

Google Merchant Center (GMC) – is a tool that contains constantly updated information about products sold in the store. Google uses the data they contain when matching a user’s query with ads to display the most relevant products.

• Shopping ads based on product data from Merchant Center.
• Showcase Shopping ads – group related products and show them together. Format not available in Poland.
• Locally available catalog ads – allow you to present products available in a brick-and-mortar store, when they are there or in its close vicinity and looking for specific items.

Smart Product Campaign (smart PLA) is a sub-type of campaign that combines standard product campaigns and GDN remarketing campaigns based on machine learning. Smart PLA automatically places ads on websites and adjusts bids for clicks, increasing the reach and effectiveness of ads.

Billing varies slightly depending on the type of ad. In Poland, settlements are available on the basis of:

CPC – cost of clicking on an ad

The fee is charged only when the user clicks on the ad.

CPE – cost of involvement

Measured by interaction – scrolling, touching or clicking on the ad. Used for catalog ads for locally available products.

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