US retail paid search clicks for Product Listing Ads and Bing Product Ads combined rose 50.8% year over year in Q4 2014, vs. 6.4% for text ads.
Retail advertisers took spending on Product Listing Ads (PLAs) to another level at the end of 2014.
Product Listing Ads appeared 380% more often in Q4 2013 than they did a year earlier and produced 312% more clicks.
Product Listing Ads were the main driver of the 8% year-over-year increase in US paid search ad spending in Q1 2014.
62% of marketing professionals worldwide had taken money from existing paid search budgets and put this toward PLAs instead.
The most impressive growth for product listing ads was seen in mobile, which continued to grab click share from desktop.
Google’s Product Listing Ads (PLAs)—enhanced search ads that include features such as price and image—saw steep growth in Q4 2013.
While July saw a slight dropoff in clicks on the enhanced search ads, the overall trend seems to be toward more PLA clicks.
The outlook for PLAs is good given that the ads do seem to garner higher clickthrough rates (CTRs) every month.
In July 2013, 1.05% of text ads worldwide were PLAs, compared to 1.22% just two months earlier.