US Google Product Listing Ads (PLAs) outperform text search ads in click-through rates by 47%, in conversion rates by 38%, and in return on ad spend (ROAS) by 25%, according to an October 2012 report from Kenshoo covering Q3 activity. The average ROAS among the select merchants examined was $3.96 from PLAs versus $3.17 from text search ads. These findings are especially significant given that beginning October 17 2012, Google Shopping results in the US will reflect only merchants that buy PLAs.
An RKG Digital report also released this month found that Google PLAs accounted for 20% of Google’s paid search clicks in Q3, with a CPC 15% less than the average non-brand text ad. Read the rest at MarketingCharts.
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