Patricio Robles says, “After years of being absent from the market for Google Product Listing Ads (PLAs), it appears that online retail’s 800-pound gorilla is finally getting into the game.

This could have a big impact on other retailers using PLAs to market their wares to consumers.

In the last two weeks of 2016, performance marketing agency Merkle noticed that PLAs for Amazon began appearing and seemed to focus on the home goods category, where it ramped up quickly:

Where Amazon does show, its impression share for PLAs generally started in the mid-teens and remained there through December 23rd. Amazon’s share then jumped over Christmas Eve and Christmas Day (the most recent day that is populated in the Auction Insights report) and is now already high enough to make Amazon a top five competitor for some programs.

While Amazon’s intentions are not clear – it could simply be running a test – Amazon’s use of PLAs seems to have grown in January”.

Retailers beware, Amazon could be about to shake up Google PLAs

Econsultancy

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