#89: Where Does Google Shopping (PLA) Fit Into Your Sales Funnel?

Rick Backus, CEO of CPC Strategy joins us this week to talk about Google Shopping and Product Listing Ads (PLA). CPC Strategy has over 200 active e-commerce clients, managing over $35 million in annual advertising spends.

Topics Discussed:

  • History of comparison shopping engines and basics of Google Shopping
  • Google Shopping vs. Adwords and the implications
  • Hunter vs. farmer – Paid ads vs. content marketing
  • Calculating comprehensive ROIs for PLA and Adwords
  • Building your business at the top vs. bottom of the funnel


Mentions in the Episode:


Episode Length: 41:08


Download Options:

  • Direct Download: Right-click here and click “Save As” for a direct download
  • iTunes: Listen and subscribe on iTunes
  • Android: Listen via Stitcher Radio streaming
  • Blackberry: Listen via the Blackberry Podcast App
  • Zune: Listen via Zune


  1. Another consideration regarding your number of SKUs:

    When I first started testing PLAs, all of my traffic was for my brand name, not for my generic keywords. A Google rep told me that I needed at least 5 SKUs to be eligible for generic keyword auctions. Just something to keep in mind for small stores looking to move up the funnel with PLAs.

      1. Had to change plans. Heading to HK and China at the end of the month and hoping to reschedule Vietnam for later in the year.

Leave a Comment