Google Testing PLA Expansion To Show 16 Product Listing Ads

Eagle eyes over at RKG spotted a new AdWords test that gives even more real estate to Google’s successful Product Listing Ads.

In a screenshot captured by RKG on July 15th and posted by paid search analyst, Nick Bremenstul, an expansion arrow displays below the typical display of five PLAs.

Google PLA expansion window test


Upon clicking the expansion arrow, the number of PLAs expands to 16. As Bremenstul points out, the organic listings get pushed further down and out of view.

Google PLA Expanded to 16 Product Listing Ads


Clearly PLAs have been good to Google, and advertisers have been flocking to them since Google Shopping switched to a paid model in most markets last year. RKG’s analysis has shown product listing ad CPCs closing in on text ads as auctions get more competitive. PLAs took over in all markets on July 11 2013.

It’s not known how widespread the test is. I haven’t been able to replicate it. Let us know if you spot this test in the comments below.

Related Topics: Google: AdWords | Google: AdWords: Product Listing Ads | Search Ads: Product Ads | Search Marketing: Shopping Search Marketing


About The Author: writes about paid online marketing topics including paid search, paid social, display and retargeting. Beyond Search Engine Land, Ginny provides search marketing and demand generation advice for ecommerce companies. She can be found on Twitter as @ginnymarvin.

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  • Colin Guidi


  • Durant Imboden

    Sounds like a good idea–pretty much like other ads that expand and take over the page and click on them.

    I’m sure that some site owners will complain that the expanded ads hide the organic results, but for the site owner, that’s no worse than having a user click on a conventional ad and being sent away from the SERP.

  • Tim Mayer

    The growth of branded vertical search engines (Amazon, eBay etc.) have been growing much faster than horizontal engines such as Google for some time. This richer interactive experience with tools such as narrowing is what users are looking for when shopping rather than 10 blue links.

  • jmueller

    Same, same. The rich get richer, the poor get poorer. And Google is cashing it all in.

  • sonika mishra

    Thats good News for PPC advertisers . They got more space @ SERP

  • Ramesh Singh

    now I think Google should start showing organic results at right hand side instead of paid text ads.

  • Corey Creed

    I saw it yesterday also (7/16/2013).

  • Andy Kuiper – SEO Analyst

    Someday… it will be a paid search engine with ‘free’ news and events

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