Marin Study: Retail Advertisers Boost Google PLA Spend By 300%

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The results of recent study have shown that retail advertisers boosted the amount they spent on Google PLAs (product listing ads) by 300 per cent last year (2013).

Conducted by creator of PPC management software, Marin Software, the study's results also displayed that some advertisers allocated more than three-quarters (80 per cent) of their paid search budgets to advertising through PLAs during the festive season - 80 per cent.

Marin also found that the cost-per-click (CPC) on PLAs had increased quite significantly during the past 12 months. It had previously recorded CPCs as rising by 35 per cent during the first half of 2013. But by the end of the year this figure hit 141 per cent.

Forecasting the future of PLAs, Marin stated that, based on its findings, predicts 40 per cent of  all clicks on PLAs will come from smartphone users.

Commenting on the company's predictions, Jon Myers, vice president and managing director at Marin Software, said: "We know that mobile users like to shop and research products on-the-go and given the success of these ads on desktop, we expect click-through-rates to continue increasing as mobile shoppers begin embracing this highly engaging ad format.

"With prices staying low but engagement at an all-time high, PLAs seem to be a natural choice for retailers wanting to get their products in front of eyeballs," he concluded.

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