Unless you’ve been living under an SEM rock for the past year you’ll already know that product listing ads (PLAs) are one of the biggest developments in paid search and if you aren’t using them for e-commerce you’re potentially leaving a lot of money on the table.

As Product Listing Ads (PLAs) take up more real estate on the Google Search Engine Results Page (SERP), simultaneously reducing the number of text ads appearing on a SERP, controlling which products from a feed appear for which queries becomes ever more important. Text ads are matched to queries in a relatively straightforward process, and…