Every month, US shoppers conduct about 12 billion searches on Google. Many of these queries are the first step in a larger quest for a perfect product. So how can retailers harness the power of Google and lead shoppers to their products — and not their competitors'? The key is using Google Product Listing Ads (PLAs), which appear in Google Search results and power Google Shopping, Google's comparison shopping engine.

To help you make the most of your Google presence, ChannelAdvisor pulled together 10 tips for PLA success. And because PLAs are priced on a cost-per-click model, you want to be sure you're making the most of your budget.

This tip sheet will help you:

• Understand the value of PLAs and where they show up
• Start thinking about the upcoming Google Shopping campaigns update
• Increase conversions by showcasing promotions for specific products
• Track and take action on poor-performing PLAs