Onsite Advertising 101: Product Listing Ads (PLA)

Introduction

Welcome to OAM Onsite Advertising 101!

This series of articles will provide you with a comprehensive overview of the onsite media solutions available to you through Orange Apron Media (OAM). OAM Onsite Advertising 101 will help prepare you to launch effective onsite advertising campaigns to help you grow with The Home Depot.

This article will focus on Product Listing Ads (PLA), including answers to the following questions:

1. What is a PLA?
2. What does a PLA look like on www.homedepot.com?
3. How does targeting work for PLAs?
4. How does bidding work for PLAs?

1) What is a PLA?

A Product Listing Ad (PLA) is an ad type that is published on www.homedepot.com.

These are pay-per-click ads designed to enhance engagement and sales of your products on homedepot.com. Pay-per-click ads mean that you only pay when a shopper clicks on your ad.

PLAs appear within the product grids of search and browse results across www.homedepot.com. The ads themselves are created using product information from the Home Depot product catalog. Product details such as price, name, and description are used to automatically build an ad that appears like other product listings throughout the product grid.

These ads offer an excellent way to boost sales, enhance visibility on relevant pages, and increase shopper interactions with your brand and products throughout the purchasing journey onsite. These ads seamlessly integrate into the shopping experience, reaching active shoppers at the point of conversion. You can optimize your campaigns at any time within your dashboard, leveraging real-time data to inform your decision-making.

2) What does a PLA look like on www.homedepot.com?

PLAs are a form of dynamic ad that will leverage product information from the Home Depot product catalog. The contents of the ad are automatically added when you select a product to be featured. This means you are not required to manually enter any ad copy or imagery. This will also help ensure the information of the ad remains accurate and is consistent with the current status of the product you are featuring. Any changes to product details like the name, price, and description will automatically update in your ads as well.

PLAs may appear on www.homedepot.come in two different places:

1. In-Grid Ad - This is an ad that will appear directly in the product grid with other product listings. The only distinction from regular product listings is a small "Sponsored" banner at the top of the product listing. See below for a preview:

1. Sponsored Carousel Ad - This is an ad that appears in a carousel with other ads. The "Sponsored Products" carousel is located below the product grids of search and browse results pages across www.homedepot.com. See below for a preview:

3) How does targeting work for a PLA?

The targeting for a PLA is determined by a taxonomy match based on the products you selected to advertise. This means the available targets will correspond to the relevant categories of the products you have chosen.

You will select the products that will be advertised in your campaign and this will determine where your ads will show. For example, this user has selected all of their products in the Decor category to feature in their campaign. These ads will then appear on relevant Decor pages on www.homedepot.com.

You can select as many products as you like, or as many products that are available to you. You must select at least 1 product to run a PLA campaign, but we recommend a minimum of 10-15 products to ensure the campaign is effective.

4) How does bidding work for a PLA?

When building a PLA campaign, you will be required to enter bids for the products you've selected. Your bid determines how much you are willing to pay if a shopper were to click on your ad. Ads will then be prioritized based on the bid amounts. If your ad is among the ads with the highest bids, it will be published on www.homedepot.com.

Click here for more information on bidding for onsite campaigns.

Next Steps

Now you know the most important details for onsite Product Listing Ads and are ready to start building your campaign. Login to Orange Access here to start building a PLA campaign with Orange Apron Media.

*For more information, please contact orangeapron_media@homedepot.com or use the chat feature in Orange Access.