I use Semrush PLA Research to reverse-engineer competitors’ Google Shopping tactics and find pockets of opportunity for e-commerce. Google Shopping Product Listing Ads With Semrush PLA Research helps me see which products a domain is advertising, the keywords those ads target, ad positions, and who else is bidding on the same terms.
Table of Contents
- How do I access the PLA Research tool in Semrush and what does PLA mean?
- What happens when I enter a domain like eBay.com in PLA Research?
- How can I use the PLA Positions report to understand ad performance?
- Who are the PLA competitors and how do I use that insight?
- Can I see the exact ad copies and creative in PLA Research?
- What limitations should I be aware of when using Semrush PLA Research?
- How I use findings from PLA Research to improve my Google Shopping campaigns
How do I access the PLA Research tool in Semrush and what does PLA mean?
PLA stands for Google product listing ads. These are the product-focused ads that appear in Google search results when someone searches for items like digital camera or running shoes. In Semrush, the PLA Research tool lives under Advertising > Market Analysis. I typically type a domain—any domain, whether a competitor or my own—and Semrush shows whether that domain is running PLA listing ads.
What happens when I enter a domain like eBay.com in PLA Research?
When I entered eBay.com as an example, Semrush returned an overview of their PLA activity. The tool shows the number of ads, the keyword coverage, and trends over time. For large sellers you can see millions of impressions or listings and keyword counts. I can view growth charts for one year, two years, or all time, plus a breakdown of positions for individual keywords.
How can I use the PLA Positions report to understand ad performance?
The Positions report tells me which keywords a domain is running PLAs for and what page each ad links to. I can see the ad position in search results and the differences across keywords. This is useful to identify which product pages are being promoted and where they rank in Shopping results.
I keep in mind that my access level matters. With a Pro plan I get a good overview, but more granular data—detailed keyword lists, historical positions, and full ad copies—are unlocked on the Business plan.
Who are the PLA competitors and how do I use that insight?
The Competitors tab shows other domains bidding on similar PLA keywords. For eBay, competitors include the likes of Walmart, Amazon, and Home Depot. Semrush lists how many PLA keywords each competitor runs and lets me compare scale.
These insights let me do a few practical things:
- Benchmark scale — see who the major players are and how many keywords they target.
- Find smaller competitors — not every rival is huge; some run PLAs at a lower scale and may reveal niche opportunities.
- Duplicate or adapt strategies — identify keywords or positions competitors focus on and test similar placements for your own products.
Can I see the exact ad copies and creative in PLA Research?
Yes. The PLA Copies report surfaces the actual ad copies that domains use for various products. This lets me read how competitors write titles, descriptions, and what product details they highlight. That said, the depth of ad copy visibility depends on the plan. The Business plan provides the most complete view; otherwise you see a basic summary for each ad.
What limitations should I be aware of when using Semrush PLA Research?
The main limitation is data access by subscription level. With a Pro plan I can get a summary view, growth charts, and competitor lists. For in-depth PLA analysis—including full keyword lists, historical ad positions, and complete ad copies—I need a Business subscription. Keep that in mind when planning research.
How I use findings from PLA Research to improve my Google Shopping campaigns
After identifying competitor keywords, positions, and copies, I prioritize low-hanging opportunities:
- Target keywords where a competitor ranks but shows weak position consistency.
- Test ad copy variations based on what works in competitor copies.
- Focus on product pages that competitors link to and assess whether my pages can convert better with improved price, images, or feed attributes.
The goal is not to copy blindly but to learn which positions and messaging drive visibility and then iterate.
What does PLA stand for and where do these ads appear?
PLA stands for product listing ads and they appear in Google search results as product-focused ads for queries like digital camera or running shoes.
Can I analyze any domain with Semrush PLA Research?
Yes, you can enter any domain to see if it runs PLA listing ads. The detail level depends on your Semrush plan.
How do I find competitors who bid on the same PLA keywords?
Use the Competitors report in PLA Research. It lists domains bidding on similar PLA keywords and shows keyword counts for each competitor.
Will I see full ad copies for competitors?
Semrush shows PLA copies, but full access to every ad copy and detailed keyword data typically requires a Business plan. A Pro plan provides a basic summary view.
How can I use PLA Research findings to improve my campaigns?
Identify keywords and positions competitors target, study their ad copies, replicate successful elements, test variations, and prioritize product pages where you can out-convert competitors.
