Trends Report

Understand Operational Nuances To Achieve Success With Google Product Listing Ads

December 20th, 2013
Shar VanBoskirk, VP, Principal Analyst
Shar VanBoskirk VP, Principal Analyst
With contributors:
Melissa Parrish , Collin Colburn , Elizabeth Komar

Summary

Introduced in late 2012 as a paid model, Google's Product Listing Ads (PLAs) were readily embraced by marketers of all types. Throughout the past year, spend has increased and the number of PLA impressions rises each month. Increased adoption makes sense — marketers find that PLAs provide higher click-through and conversion rates than those of text-based paid search ads. But PLAs are not without their challenges. This report explains the benefits of listing products on Google via PLAs and provides recommendations on how to best take advantage of this unique marketing opportunity.

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