Finding Opportunity Keywords to increase ROAS with PLA data analysis

By GrowByData Content Team

TOPICS Blog, Insights, Retail
Return on Ad Spend

Continuous ad campaigns and keyword search engine optimization are fundamental if a seller is to successfully compete in the current online space. To optimize the product listing ads (PLA) campaign and make it effectively competitive, the pay-per-click specialist continuously looks for positive and negative keywords as well as analyzes opportunities and identifies threats. PLA data give insights that are otherwise hidden and provide the specialist with an advantage to better analyze keywords and consistently improve the return on ad spend (ROAS) as well as the return on investment (ROI).

The PLA data can reveal important information such as:

  • The availability or unavailability of any PLA ads for the keywords
  • The competitor’s ad content
  • The competitor’s price for similar products
  • The number of times the advertisement appears
  • The current ads position and its change in position over time
  • The ins and outs of sellers in PLA competitions

In this article, we will show you how to use PLA ads availability, along with the unavailable information, to find opportunity keywords for ad campaigns.

Opportunity Keywords with PLA Data Case Study

An easy way to find opportunity keywords with PLA data is highlighted in the following case study. This approach is a very powerful method. It can identify keywords with very high sales volumes with no PLA competition.

As part of the analysis, we collected 205 keywords based on 205 client’s products. For the keyword analysis, we reviewed the December 2019 statistics using Google Keyword Planner. It was found that more than half of the keywords (58%) had no search engine result page (SERP) competition with a 1,180 maximum monthly search volume. About 42% of keywords were competitive and almost all (98%) were highly competitive, acquiring 99.7% of the search volume.

Simple yet powerful way to find opportunity keywords for better Return on Ad Spend (ROAS).

Table 1: Data Analysis

Competitiveness Keyword Count Monthly Max Search Volume Low Range Bid High Range Bid
No Competition 119 1,180
High 85 807,700 26 141
Low 1 1,000 1 9
Medium 1 100

Figure 1

Ratio of PLA Available or not - Growbydata

An entire week’s PLA data was collected for each keyword. Approximately 74% of the PLA ad keywords were not available.

Figure 2: Competitiveness Rate

Competitiveness Rate-GrowByData

In the PLA Not Available data, 82% of highly competitive keywords (77 keywords) had no ads listed.

In the above case, the use of opportunity keywords is superb for sellers and advertisers. This is because the keywords have a high search volume as well as no PLA competition. Therefore, sellers and advertisers should consider advertising in these keywords by adjusting their bid at its lowest and capturing its search volume.

The “Others” group has a total search volume of 2,280 and consists of keywords with low, medium and no competition. For this reason, sellers should advertise with the lowest bid to initiate advertisements on these keywords and capture its search volume as well.

We had also analyzed the seasonal trend of online shoe shopping to provide detail insights to retailers for the growth of their business.

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