The performance of organic solar cells (OSCs) can be greatly improved by incorporating silica-coated gold nanorods (Au@SiO2 NRs) at the interface between the hole transporting layer and the active layer due to the plasmonic effect. The silica shell impedes the aggregation effect of the Au NRs in ethanol solution as well as the server charge recombination on the surface of the Au NRs otherwise they would bring forward serious reduction in open circuit voltage when incorporating the Au NRs at the positions in contact with the active materials. As a result, while the high open circuit voltage being maintained, the optimized plasmonic OSCs possess an increased short circuit current, and correspondingly an elevated power conversion efficiency with the enhancement factor of ~11%. The origin of performance improvement in OSCs with the Au@SiO2 NRs was analyzed systematically using morphological, electrical, optical characterizations along with theoretical simulation. It is found that the broadband enhancement in absorption, which yields the broadband enhancement in exciton generation in the active layer, is the major factor contributing to the increase in the short circuit current density. Simulation results suggest that the excitation of the transverse and longitudinal surface plasmon resonances of individual NRs as well as their mutual coupling can generate strong electric field near the vicinity of the NRs, thereby an improved exciton generation profile in the active layer. The incorporation of Au@SiO2 NRs at the interface between the hole transporting layer and the active layer also improves hole extraction in the OSCs.