There’s a form of advertising that you should definitely be taking advantage of right now on Google. It’s known as a product listing ad or PLA and according to industry analysts it is very hot right now! These ads have actually been out since 2011, but it has only been recently that they have started to pick up steam and become even more popular for online retailers. In Q1 of this year, PLAs represented 43% of retailer ad clicks! The most impressive portion of this ad’s statistics is its growth on phones. In Q1 alone there has been a 193% increase in PLA ad spending and a 163% increase in PLA clicks on mobile devices. There is still some growth on desktops but not nearly as much as on smartphones which are clearly the way of the future. As mobile phones get bigger screens and more power, PLAs look even better on newer devices, leading to more engagement with this ad format.
In addition, in July of 2015, Google actually made PLAs even larger, after performing an experiment to see if such a change would be successful. After that, they also increased the amount of times that PLAs show up in search results, increasing their visibility even further. This explains why, according to the data, though PLAs had been around for 4 years, it had really started to grow in July of 2015, and then jumped even larger around the holiday season as more and more people searched for things to buy online. Then in August of 2015 they made another change to this program, by allowing partners who display Google ads to display PLAs. This means that now PLAs can get shown on major sites like Target’s website. This means that for online retailers, optimizing your product feed and updating it frequently is really important to keeping your PLAs up to date and active!
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