According to a report from digital agency Merkle, 60% of all retailers’ clicks on Google in Q1 2018 came from Shopping PLAs (or Product Listing Ads). This ad type also saw a 40% increase in growth YoY, and a 9% growth from Q4 2017.
What this means for marketers: While this growth is specific to one agency, the trending is clear: users who are searching for a tangible object (not services or tickets) are growing increasingly likely to interact with Google’s Product Listing Ads. Since aesthetic and pricing are key parts of many users’ shopping needs, the visual aspect of seeing the range of products at various prices may be more of an eye-catcher than a block of text. Utilizing a combination of both text ads and shopping ads can help ensure that users who are buying goods will be more likely to be exposed to a client’s product and messaging.