Study: PLAs Buck Post-Holiday Trends For Google Shopping, Traffic Nearly Doubles in Q1

The momentum of Google’s PLA program didn’t slow after the holidays. After seeing Google Product Listing Ad traffic jump 82% in Q1 over Q4, CPC Strategy followed up its latest quarterly review of top CSEs with a closer look.

The agency hadn’t been surprised to see the 87% increase in PLA traffic in Q4 over Q3 as Google’s pay-to-play program ramped during the holiday season. However, the huge traffic spike from Product Listing Ads that occurred after the holiday shopping rush did catch them by surprise. Bucking the typical trend of CSEs (and e-commerce in general), paid Google Shopping traffic nearly doubled in post-holiday Q1 compared to Q4.

Google shopping traffic doubles CPC Strategy

Clicks from PLAs have soared in large part because their exposure has increased as Google has replaced the free Google Shopping placements with the paid ads. Similarly, in a separate study, Searchmetrics found that Google Shopping results appeared 20% of the time in January 2012 but dropped to 5%, by the end of the year.

CPC Strategy shows revenue growth from PLAs outpacing the cost increases, even as the service matures and more merchants are competing in the auctions. Median costs for PLAs among their client set increased 21% in Q1 over Q4, while median revenue increased 30% over the same period.

Related Topics: Channel: SEO | Google | Google: AdWords | Google: AdWords: Product Listing Ads | Google: Google Shopping | Google: Universal Search | Search Ads: Product Ads | Search Marketing: Shopping Search Marketing | Top News

Sponsored


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.

Connect with the author via: Email | Twitter



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.
  • http://www.infoeducations.com/ chaudhary amir

    Great post thanks for this post

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