Select European countries, including the UK, Germany, France, Italy, Spain, the Netherlands and Switzerland, will see the arrival of Google Product Listing Ads (PLAs) from February 13th, 2013. The move will be the end to free traffic from Google shopping and search but does open up a huge opportunity for advertisers. The introduction of PLAs will mean more granular control over product listings, bids and traffic, allowing advertisers and marketers to work out what’s going where and when, and distribute budget as necessary.
The US completed Google’s Shopping’s transition from a free to a paid PLA model back in November 2012 and, so far, it’s been a success as both a significant and profitable source of traffic. The additional costs involved with PLAs mean advertisers must consider spend efficiency when thinking about their strategies, and this is something that the UK can look to the US to learn what has and what hasn’t worked.
Watch the video below to see what Jonathan Beeston, director, new product innovation at Adobe has to say on what marketers and advertisers can expect from Google PLAS, looking at:
- What are PLAs?
- How are PLAs implemented?
- What have we seen in the US?
- What do you need to do?