Google PLAs (which stands for Product Listing Ads) are undergoing testing, with a new expandable display which has increased the number of ads in view on the results pages.
You can now see more PLAs than ever before with the click of a button. Once expanded, the amount of PLAs available on your screen has increased from 5 to 16 items. This means that the increase in the number of the PLAs have now resulted in a page view shift when receiving results. Ads that once sat on the far right hand side of the page, are now set below the PLAs which take up two entire rows, therefore giving the PLAs more importance.
PLAs before expansion
PLAs after expansion
This latest change could mean two things. Firstly, there is a possibility that click-through rates for traditional text ads could decrease as they lose prominence on the page. Secondly, a higher CTR generated through PLAs could result in more traffic to your site.
This is not the first time that Google has experimented with these ads and in the past, the results of using PLAs have been highly successful. Various brands have reported the success of these ads, with marketing company Merkle RKG announcing that their PLAs gained a click-through rate which was 90% higher than their text ads.
Their popularity demonstrates that ads containing an image, price and rating are more appealing to those searching for brands and services as these particular ads provide more information than a traditional text advert.
If you would like to explore what Product Listings ads could do for your business online, contact us today.