The name of the game for online merchants is attracting new customers at an acceptable cost. Not just new visitors, but new buyers. Since the first online marketing campaign I launched in 2004, I’ve never seen anything that works as consistently well as Google Product Listing Ads (PLAs) aka Google Shopping.
I’m not the only one seeing and taking advantage of the growth of Google Shopping. Retailers of all sizes are seeing the power of Product Listing Ads, and they are shifting budgets accordingly. As of Q3 2015, PLAs made up 62% of non branded paid search clicks for online retailers according to a study by research firm, Merkle. Customer’s like PLAs too. In fact in Q4 of 2015, Product Listing Ad clicks grew 62% over the same period in the previous year, and mobile PLA clicks grew 180% over the same period in the previous year.
It makes sense that they work so well; Google Shopping puts product image, title, and price right in front of eager shoppers. Google Shopping is good for merchants because it works for consumers. Looking for a black tweed jacket? Just a few keystrokes on Google.com will return up to eight product listing ads begging to be clicked.