Content Marketing Blog

89 per cent of search marketers use product listing ads

Content marketing is a great way to get an edge on your competition. Frequently producing quality and engaging content will not only help improve your site’s search rankings, it will also keep consumers on there for longer.

However, sometimes it’s also a good idea to invest in paid advertising to give your marketing campaign a little boost, as well as increase the effectiveness of your existing content strategy.

If you have ever tried advertising online, you will be aware of the difficult decision you might have choosing between Google’s ‘paid search’ and ‘product listing ads’.

To put it simply, paid search means your brand will automatically have a top spot in relevant search results. While product listing ads, or PLAs, are a way of promoting your product or service and easily showing your brand name and pricing to interested customers. When these people browse an ad will pop up in the sidebar with this information.

The number of businesses investing in online advertising  has risen dramatically over the past few years.

The latest report by the Interactive Advertising Bureau found paid ad revenues last year totaled $18.4 billion, accounting for 43 per cent of all Internet ad revenue. This was a rise from $16.9 billion in 2012.

PLAs are by far the most popular, with 89 per cent of search marketers using product listing ads in their marketing campaigns, according to a recent study by Kenshoo.

Overall 69 per cent of businesses using Google believe PLAs are better than paid search, according to the study.

However, the rapidly expanding mobile market is a different story. The report found 56 percent of Google Advertisers are using mobile PLAs.

Of course, this is to be expected. The mobile market is relatively young, so marketers are still experimenting with the best way to target smartphone users.

Mobile advertising continues to grow rapidly, as mobile revenues hit $7.1 billion (17 per cent) in 2013, a 110 per cent increase from $3.4 billion in 2012, according to the Interactive Advertising Bureau report.

It is expected that the mobile market will make up 50 per cent of Google paid search clicks by the end of 2015, according to Marin Technology.

Although solely investing in advertising will limit the reach of your marketing campaign, purchasing a few paid ads to help with your content strategy may help you keep that edge on the competition.

By Dylan Brown