In part one of this series we covered how to set up a product feed and submit it to Google. In this installment we’re going to focus on properly setting up Product Listing Ads (PLA) in Google AdWords so you can maximize your exposure in Google search.

There’s a lot going on in Google’s search results and they seem to add more every day. If we look at the above-the-fold results for a search for “fruit baskets,” we can see regular text ads, a map with local results, PLA and the first few organic spots.