Marin Software release a new study that finds Google Product Listing Ads (PLAs) continue to see increased adoption among retailers. According to the study, over one billion products were being promoted through PLAs as of May 2013.
PLA impression share, when compared to text ads, has slowed some since its holiday season peak in December 2012. Marin points out that the dip seen in June and July 2013 could be seasonal, but that the transition to enhanced campaigns as well as the new product feed specifications that went into effect in the US on July 15 may have contributed to the drop off.
Still, Marin expects PLA impression share to “increase dramatically” as PLA impressions increase on mobile devices, more merchants add PLA campaigns and particularly as product-related searches increase during the holiday season.