ThePLAs (Product Listing Ads) of Google, or advertisements in product listings, have improved the performance of the ads that appear beside each search performed by users, including the price and product image. According to the data published by The Search Agency, the total investment in such advertising increased throughout 2013 by 164.8% over the previous year.
The PLAs also experienced a tremendous growth in the number of impressions and clicks: the first rose by 82.9% last year and the clicks grew by 63.4%.
The data vary in relation to the percentage of registered clicks (CTR) and cost per click (CPC), the first increased by 2% in the last quarter of 2013, while the second was reduced from $ 1.64 to $ 1.58. The most pronounced growth was reflected in mobile devices: smartphone from clicks increased by 1,589% in the last quarter of 2013, while the clicks from tablets increased 335.7%. The study also noted that purchases from mobile devices increased during the summer holidays, and thus the number of clicks.
Moreover, after beating the Exxon oil company Google has become the second largest U.S. Company, with a value exceeding the 395,000 million. The leading search engine company stands at its highest level since its IPO in 2004.
Google‘s position became effective when the company closed the day with a value of $ 393,907,000, compared to 391,069,000 dollars of Exxon. Although in the summer of 2012 the oil company had a value twice that of Google, technology has brought the advantage of Google, while Exxon recorded losses in 2014.
The first position is far away to Google, as the multinational Cupertino is valued at $ 478,000 million (Source: Marketing Directo).
Author and journalist Clemente Ferrer has led a distinguished career in Spain in the fields of advertising and public relations. He is currently President of the European Institute of Marketing. firstname.lastname@example.org