PPC: AdSense for Shopping Brings PLAs to Third-Party Sites Like Walmart.com

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Google is giving webmasters a new way to monetise site traffic, by allowing Product Listing Ads (PLAs) to be displayed to qualified users on third-party sites.

The new product, called AdSense for Shopping, was announced in a post on the Google Commerce blog yesterday.

Only a select few partners, including Walmart.com, are currently enlisted in the program. And whilst Google didn't give a time frame for including other publishers in AdSense for Shopping, it did provide a link to an interest form for those who'd like to get involved.

Google Search Ads product manager Jesse Adkins wrote: "By opting your Shopping Campaigns into Google's search partners, you can now reach users as they browse for products on retail and commerce sites in the Google Search Network.

"Extending your Shopping Campaigns to these sites helps you reach qualified users beyond google.com and Google Shopping."

Google said the Product Listing Ads would appear beside 'contextually relevant results', and confirmed that opting into the new product would not affect quality score in paid search.

Ginny Marvin at Search Engine Land shed some more light on the new feature, stating that Google is not providing granular reporting on the sites that drive conversions or traffic. Nor, she says, does it let PPC marketing professionals choose which sites their ads will appear on.

As for Google's aims with the project, Ginny wrote: "[AdSense for Shopping] should give Google a stronger foothold in product search if enough sites are enticed to join the network."

News brought to you by ClickThrough – a best practice digital marketing agency.

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