Harmelin Digital Contributor: Cat Collis
Amazon has begun testing Product Listing Ads, or Shopping ads, on Google Search. They are currently primarily appearing for home goods searches, and are getting up to 25% of the impression share.
What this means for marketers: As PLAs become more visible and valuable, Amazon is testing the benefits of appearing there. They already have a strong presence with text ads for their products; however, on average, users click on PLAs 2x more often than standard text ads. PLAs are also eligible to show in scenarios where text ads may not, affording more opportunity to show ads. Smaller retailers may take a hit on PLA performance due to Amazon’s deep pockets. This may also encourage some advertisers to dedicate more dollars to Amazon’s search product, as it will surely increase traffic and sales for the site.