The arrival of Google Product Listing Ads (PLA) in the UK is a mixed blessing for the advertising world.
While retailers will no longer benefit from the free traffic they were receiving from Google product search, it gives advertisers more granular control over product listings, bids and traffic, allowing them to work out what’s going where and when, and distribute budget as necessary.
Two new search studies have found that Google’s Product Listing Ads (PLA) far outperform standard text ads in terms of CTR and CPC.
PLAs appear in the top right of search results and feature additional product information such as an image and price.
They recently became more important as the search giant has said that US retailers will only appear in Google Shopping results if they are also paying for PLAs. The same model will be rolled out in Europe early next year.
If you want to read more information on how it all works, read our blog post on how to optimise products for Google Shopping and Product Listing Ads.