Google’s Product Listing Ads (PLAs), which are enhanced search ads that include features such as price and image, received significant attention from marketers during the 2012 holiday season, according to a Marin Software study of advertisers who had made paid search buys through the Marin platform.
However, since December 2012, PLAs’ share of search ads has declined. In July 2013, 1.05% of text ads worldwide were PLAs, compared to 1.22% just two months earlier. This is likely to change as the 2013 holiday shopping season kicks into gear, and retailers increasingly opt for richer search ads.
While there has been some falloff in advertiser interest in the ads, the outlook for PLAs is good given that the ads do seem to garner higher clickthrough rates (CTRs) every month.