Google Shopping and the Evolving PLA Landscape
Since launching to US advertisers in November 2010, withina year, Google Product Listing Ads (PLAs) saw significant growth. According to Google, PLA's experienced a 600% increase in traffic globally year over year and twice the click through rate compared to text ads. PLAs are a phenomenal marketing tool, but when done incorrectly can damage a brand and also showcase irrelevant products.
This white paper addresses the growing opportunity of PLAs, the potential pitfalls , how to keep up with Google's frequent changes, measuring data quality and more.