Google's Product Listing Ads Outperform Text PPC Ads
2013 was a terrific year for Google and its Product Listing Ads.
Research from digital marketing firm IgnitionOne indicates that the click-through rate for PLAs during the year was upwards of 47 percent higher than the click-through rate for text-based pay-per-click ads on the network.
IgnitionOne revealed that based on research of its client accounts, the click-through rate for PLAs during the year averaged 2.8%, while the pay-per-click average was 1.9%.
For US advertisers who leverage PLAs Q4 impressions for the ad product grew by 380%, clicks grew by 312% and spend grew by 618% compared to Q4 2012. During Q4 for these advertisers, PLAs accounted for 10% of impressions, 13% of the clicks and 16% of the total spend. PLA growth significantly outpaced traditional search PPC ads.
"It has been over a year since PLAs were introduced to digital marketers and this quarter has proved that the ad product has come into its own," said Roger Barnette, President of IgnitionOne. "Both marketers and consumers have found value in these ads, shown by the increase in spend as well as the increase in click-throughs compared to standard search ads."