Advertisers increased their share of search budgets directed toward product listing

Marin Software recently released their findings showing that, after the transition of Google Shopping to an entirely paid model in October, advertisers increased their share of search budgets directed toward product listing ads by nearly 600%. Those advertisers were rewarded with higher click through rates and lower cost per click than text ads.Advertisers allocated more of their budgets to PLAs as consumers increased their engagements with the image ads. In the last year, the share of search clicks from PLAs increased 210%, rising from 2.5% to 6.5%. In the 4th quarter alone, Marin found the impression share of PLAs jumped 60% as holiday shoppers searched for products and gift items.


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