Data from IgnitionOne showed PLAs appeared 380% more often in Q4 2013 than they did a year earlier and produced 312% more clicks. At the same time, the success of PLAs led retailers to bid on them more aggressively, which drove up their costs 618%.
Until now, advertisers have managed their campaigns through AdWords and their Google Merchant Center account. Google is forcing all PLA advertisers to shift the management of their campaigns to Google Shopping by the end of August, meaning they will now have to set up product feeds through Google Shopping. But the feeds are better integrated with AdWords, giving advertisers greater insight into the overall performance of their search campaigns. Read the rest at eMarketer.