Etsy To Bankroll Product Listing Ads For Its U.S. Sellers

Google’s decision to eliminate free product listings in favor of paid Product Listing Ads (PLAs) for Google Shopping has reverberated through the ecommerce world. One consequence: online marketplace Etsy has decided to pay for its U.S. sellers’ products to be listed in PLAs through the rest of the year.

The ecommerce company, known for facilitating the sale and purchase of handmade and vintage items, fears the impact Google’s change would have on traffic over the holiday season, and doesn’t believe sellers would place such ads themselves. In its blog post, Etsy said it would be spending more than $250,000 on the effort. Additionally, Etsy says buying the ads will enable it to gauge the effectiveness of PLAs for items sold on the marketplace. Sellers can opt out of being included, if they’d like.

“Since this is a large investment for Etsy, we’ll be looking at the data to evaluate whether these purchased ads are successful in driving sales and bringing new members to Etsy, ” wrote Etsy product manager Frank Harris.

Currently, Harris said, the bounce rate when people land on Etsy from off site ads is greater than 50 percent, so the company will be experimenting with landing pages that feature a greater number of products. The additional products — beyond the one the person clicked on the ad to reach — will be those deemed to be similar. They could come from the same seller or from others on the site.

The landing pages also feature a banner explaining what Etsy is, given that folks searching on Google may be expecting new, mass-produced products, rather than handmade or vintage ones.

Etsy clearly classified the PLA effort as an experiment, and didn’t make any promises about continuing the program in the new year. The company said it was optimistic, but would watch the results carefully.

Related Topics: Channel: SEM | Google: AdWords | Google: AdWords: Product Listing Ads | Google: Google Shopping

Sponsored


About The Author: is Executive Features Editor at Search Engine Land and Marketing Land. She’s a well-respected authority on digital marketing, having reported and written on the subject since 1998.

Connect with the author via: Email | Twitter | Google+ | LinkedIn



SearchCap:

Get all the top search stories emailed daily!  

Share

Other ways to share:
 

Read before commenting! We welcome constructive comments and allow any that meet our common sense criteria. This means being respectful and polite to others. It means providing helpful information that contributes to a story or discussion. It means leaving links only that substantially add further to a discussion. Comments using foul language, being disrespectful to others or otherwise violating what we believe are common sense standards of discussion will be deleted. Comments may also be removed if they are posted from anonymous accounts. You can read more about our comments policy here.

Comments are closed.

Get Our News, Everywhere!

Daily Email:

Follow Search Engine Land on Twitter @sengineland Like Search Engine Land on Facebook Follow Search Engine Land on Google+ Get the Search Engine Land Feed Connect with Search Engine Land on LinkedIn Check out our Tumblr! See us on Pinterest

 
 

Click to watch SMX conference video

Join us at one of our SMX or MarTech events:

United States

Europe

Australia & China

Learn more about: SMX | MarTech


Free Daily Search News Recap!

SearchCap is a once-per-day newsletter update - sign up below and get the news delivered to you!

 


 

Search Engine Land Periodic Table of SEO Success Factors

Get Your Copy
Read The Full SEO Guide