The primary reason why PLAs are hitting holiday volume during historically slower seasons is absolutely the return advertisers are seeing, Mou noted. “You’re paying less for this ad format and users are converting for product-related searches,” he said. “Not only are they cheaper, but they perform better … PLAs are where the retailers will get the most juice on their ad spend.”
On the consumer end, Mou added that because retailers now have to pay for placements and since Google has instated product feed requirements for merchant queries, descriptions and product landing pages are much more closely aligned to consumer intent.
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