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.

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.

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.

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About The Author

Ginny Marvin

Ginny Marvin was Third Door Media’s former Editor-in-Chief (October 2018 to December 2020), running the day-to-day editorial operations across all publications and overseeing paid media coverage. Ginny Marvin wrote about paid digital advertising and analytics news and trends for Search Engine Land, MarTech and MarTech Today. With more than 15 years of marketing experience, Ginny has held both in-house and agency management positions. She can be found on Twitter as @ginnymarvin.