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Define your product listing ad (PLA) competitors

If you’re an e-commerce retailer and you’ve already been using product listing ads, then you know how effective Google Shopping campaigns are for attracting the attention of shoppers.

Undoubtedly, you are not the only one using product listing ads to promote your online store. Do you know whose ads are pushing you out of search results and grabbing your potential sales? Now is the time to face off with your Google Shopping competition!

Use the SEMrush PLA Competitors report to:

  • Define your Google Shopping competitors;
  • Discover how many PLA keywords you and your competitors have in common;
  • See the exact keywords that trigger competitors’ PLAs to appear in paid search results.

By evaluating the PLA strategies of your e-commerce rivals, you can fine-tune your own Google Shopping tactics and boost your advertising ROI!


Get insight into your PLA competitors’ product feeds


Unlike Google Ads (formerly AdWords), which uses keywords to decide whether or not to show an ad, product listing ads manipulate product feeds (files containing details about promoted products). Your PLA competitor’s product feed is a closely guarded secret, and you may think it would be impossible to access this holy place.

However, you can definitely lift the veil from your competitors’ PLA secrets!

Generate the SEMrush Positions report for a competitor’s domain and you will see:

  • Keywords that prompt their product listing ads to appear in search results
  • Ads that showed up for every keyword
  • PLAs’ rankings in SERPs
  • A promoted product’s title and price
  • And more!

Once you have peeped into your e-commerce rivals’ product feeds, you can enrich your own product descriptions with profitable keywords, adjust your pricing, optimize your landing pages, and, as a result, get more revenue online!

See your competitors’ best-performing PLAs

Which of your competitors’ product listing ads is Google showing the most? What do these PLAs look like? If you have ever asked yourself these questions, then you’ve come to the right place!


In the SEMrush PLA Copies report, you will find copies of your competitors’ ads launched via Google Shopping. Each ad is followed by the number of keywords for which it appeared in Google Shopping results.

Therefore, you can define top performers among your competitors’ product listing ads, analyze their components in order to understand what Google likes the most, and use them for your own ads.

By using filters, you can sort data by Product Title or Product Price. You can also narrow your PLA search and focus your attention on ads that are the most relevant to your business.


All SEMrush Product Listing Ads reports are exportable into XLS, CSV, and CSV Semicolon formats.

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