The State of Google Shopping
Mobile Shoppers & Record PLA Spend Drive Success for Retailers
2013 marked the first full year of Google’s “pay-to-play” model built on Product Listing Ads (PLAs). Expanding PLAs to smartphones, increasing the number of ad units delivered, and adding new consumer features allowed Google to bolster a growing revenue opportunity commanding nearly one fourth of retail paid search budgets during the 2013 holiday season.
This 9 page research brief examines the performance of Google Shopping ads in 2013—including a focus on the holiday season—analyzing year-over-year trends across ad formats and comparing key performance indicators by device type. Based on observed performance, seasonality trends, and forecast models, this brief will also provide direction on future PLA performance. Readers will gain insight into the current state of Google Shopping ads including:
- The surge in PLA spend throughout 2013 and its effect on the holiday season
- What retailers can do to combat increased competition and rising PLA costs
- Why PLAs on smartphones will change the way retailers engage with shoppers
- How PLA budgets shifted in 2013 and what to expect in 2014