A few weeks back AdGooroo examined Amazon’s recent foray into product listing ads on U.S. Google and found the online retailer appeared to be conducting a limited test of PLAs, which started on December 25 and was focused on home goods products. We’re returning to this subject today as we have found Amazon also competing on PLAs in the toy category.
Ahead of the Super Bowl, AdGooroo sought to examine paid search activity in the sports merchandise retail category, which primarily consists of branded sports jerseys, hats and other items for professional and college sports teams.
However, upon examining share of U.S. Google desktop text ad clicks on 1,489 of the most popular sports team- and merchandise-related keywords from January through December 2016, we saw a wider range of industry categories competing on the keyword group than just sports merchandise retailers.
Although AdGooroo data shows that online retail giant Amazon has been a major sponsor of Google product listing ads in France, Italy and Spain since 2014, Amazon has always abstained from advertising on Google PLAs in the United States. That is, until the last week of December when Amazon initiated what appears to be a limited test of product listing ads on U.S. Google.
On December 2, AdGooroo examined leadership in paid search advertising performance over the 2016 Black Friday-Cyber Monday weekend. As part of our parent company Kantar Media’s Winter Holiday Advertising Trends report, today we expand upon our previous research by examining U.S. Google desktop text ad and product listing ad click share from November 21 through December 11, 2016 on the same 2500 popular retail product keywords that we previously analyzed from Black Friday through Cyber Monday.
Today AdGooroo parent company Kantar Media released a report on Winter Holiday Advertising Trends, for which AdGooroo contributed research assessing leadership in paid search advertising performance over the 2016 Black Friday-Cyber Monday weekend. The following contains expanded insights on our Black Friday-Cyber Monday 2016 research.
Since their debut in the spring of 2012, Google’s product listing ads, a.k.a. Google Shopping Campaigns, have become a vital component of paid search advertising for the retail industry. To provide insight into the role of PLAs in the paid search advertising landscape during the holiday season, we compared U.S. Google desktop PLA and Text Ad activity on the top 2500 retail keywords (based on paid search ad spend) in Q4 2015.
Changes To Paid Search Advertising in the Post-Right Rail Era: What Retailers Can Expect This Holiday Season
The diabetes epidemic in the United States has been well-documented in recent years, including by the Center for Disease Control, which reported a 300% increase in the disease in the U.S. population from 1980 to 2014. To help chronicle how advertisers have been marketing to the estimated 24-29 million diabetes sufferers in the U.S., AdGooroo recently contributed research on diabetes advertising in paid search to the new Advertising Age-Kantar Media Healthcare Marketing report.