Despite their growing importance as a marketing channel for retailers, Google’s Product Listing Ads (PLAs) are fairly opaque compared to traditional paid search ads. Key metrics such as average position and impression share are not available via Google’s interface, and thus there is little information out there on the ways in which bids, impressions, ad position, and click-through rate (CTR) interact with one another.
Using third-party software, I was able to track impression results for PLAs across more than 180 product categories for 6 weeks. I collected data on when and where each ad was displayed, then combined this with bid and CTR data from Adobe Media Optimizer.
Based on my analysis, I was able to put together several key findings that should be of use to marketers when scaling their PLA campaigns.
For these findings (along with tips from optimizing your PLA campaigns), read the full story on Marketing Land:
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