Google launched Product Listing Ads (PLAs) as a paid advertising format in October 2012. PLAs differ from traditional text ads in that they contain a picture of a product along with some basics about it, such as price and rating. A PLA links directly to a product page on an ecommerce site and appears in response to transactional queries. Text ads serve a wider range of searches and contain more information.
According to a new eMarketer report, “Product Listing Ads: Google Dives into Comparison Shopping,” retailers quickly embraced PLAs to drive ecommerce sales. Digital marketing agency RKG estimated that roughly half of all clicks for nonbranded retail searches resulted from PLAs. Read the rest at eMarketer.