Advertisers and Consumers Embrace Google's Shopping Ads
Despite Switch to Paid Commercial Model, Analysis of Google Product
Listing Ads Reveals Increased Advertiser Investment and Higher
Consumer Click-Through Rate
SAN FRANCISCO, CA -- (Marketwire) -- 01/29/13 -- Marin Software,
provider of a leading digital ad management platform for advertisers
and agencies, today announced the results of a study on Google
Product Listing Ads (PLAs). According to Marin's findings, in the
last year the click share of PLAs as a percent of total search clicks
increased 210% as consumers increased their engagement with the ads,
which appear as image results in Google Search and as product
listings within Google Shopping. Google transitioned Google Shopping
to a commercial model in October 2012, and the bet appears to be
paying off with Marin finding that advertisers increased their share
of search budgets directed towards PLAs by nearly 600% in the last
quarter of 2012.
-- In May 2012, Google announced their intent to transition Google
Shopping to a sponsored only format raising concern whether
advertisers would invest in shopping ads. According to Marin
Software's analysis, after the transition in October 2012, advertisers
increased their investment in Google Product Listing Ads nearly 600%.
-- Marin Software's findings indicate users of Google search are seeing
Product Listing Ads more often and are increasing their engagement
with the ad format. Marin's advertiser data reveals the share of
search clicks resulting from PLAs increased 210% in the last year.
Similarly, Marin found in the last quarter of 2012, the impression
share of PLAs jumped 60% as holiday shoppers used the ads to make
-- Based on Marin's analysis, PLAs ended 2012 with a higher click-through
rate (CTR) than text ads, and an average cost which is lower than of
traditional text ads. The combination of a higher CTR at a lower cost
indicates favorable performance conditions for advertisers. As a
result, Marin expects marketers to continue growing their investment
in the ad format over time.
-- Marin Software announced today a new PLA enhancement to the Marin
platform that enables marketers to efficiently cr
eate and edit PLA
campaigns, optimize product target bids to maximize revenue, and
generate valuable reports specific to PLA performance.
-- Additional information on PLAs and Marin Software's analysis can be
read at: http://insights.marinsoftware.com/.
-- "When Google announced their new enhanced shopping experience and the
intent to transition shopping ads from organic results to paid, they
took a risk that the move would alienate retailers," said Matt Lawson,
vice president of marketing and partnerships at Marin Software.
"Google's decision, however, appears to be paying off with increased
user engagement and advertiser investment. During the fourth quarter
of 2012, we saw some retailers allocate as much as 30% of their spend
towards PLAs. Marin Software's new PLA solution allows marketers to
harness the power of the new ad format as advertisers seek to acquire
About Marin Software
Marin Software Blog
About Marin Software:
Marin provides a leading revenue acquisition
management platform used by advertisers and agencies to manage more
than $4 billion in annualized ad investments. Offering an integrated
platform for search, social, display, and mobile marketing, Marin
helps advertisers and agencies improve financial performance, save
time, and make better decisions. Headquartered in San Francisco, with
offices worldwide, Marin's technology powers marketing campaigns in
more than 160 countries. For more information about Marin's products,
please visit: www.marinsoftware.com/solutions/overview.
Image Available: http://www2.marketwire.com/mw/frame_mw?attachid=2212961
Press spacebar to pause and continue. Press esc to stop.