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Marin Software Finds Advertisers and Consumers Embrace Google's Shopping Ads
SYDNEY, AUSTRALIA, Jan 31, 2013 (MARKETWIRE via COMTEX) --
Marin Software, provider of a leading digital ad management platform
for advertisers and agencies, today announced the global results of a
study on Google Product Listing Ads (PLAs). According to Marin's
findings, in the last year the click share of PLAs as a percent of
total search clicks increased 210% as consumers increased their
engagement with the ads, which appear as image results in Google
Search and as product listings within Google Shopping. Google
transitioned Google Shopping to a commercial model in October 2012,
and the bet appears to be paying off with Marin finding that
advertisers increased their share of search budgets directed towards
PLAs by nearly 600% in the last quarter of 2012.
News Facts:
-- In May 2012, Google announced their intent to transition Google
Shopping to a sponsored only format, raising concern whether
advertisers would invest in shopping ads. According to Marin
Software's analysis, after the transition in October 2012, advertisers
increased their investment in Google Product Listing Ads nearly 600%.
-- Marin Software's findings indicate users of Google search are seeing
Product Listing Ads more often, and are increasing their engagement
with the ad format. Marin's advertiser data reveals the share of
search clicks resulting from PLAs increased 210% in the last year.
Similarly, Marin found in the last quarter of 2012, the impression
share of PLAs jumped 60% as holiday shoppers used the ads to make
purchase decisions.
-- Based on Marin's analysis, PLAs ended 2012 with a higher click-through
rate (CTR) than text ads, and an average cost which is lower than that
of traditional text ads. The combination of a higher CTR at a lower
cost indicates favorable performance conditions for advertisers. As a
result, Marin expects marketers to continue growing their investment
in the ad format over time.
-- Marin Software announced today a new PLA enhancement to the Marin
platform that enables marketers to efficiently create and edit PLA
campaigns, optimize product targets bids to maximize revenue, and
generate valuable reports specific to PLA performance.
-- Additional information on PLAs and Marin Software's analysis can be
read at: http://insights.marinsoftware.com.
Quotes:
-- "Google's decision appears to be paying off with increased user
engagement and advertiser investment. During the fourth quarter of
2012, we saw some retailers allocate as much as 30% of their spend
towards PLAs. Marin Software's new PLA solution allows marketers to
harness the power of the new ad format as advertisers seek to acquire
revenue online," said Nick Gill, managing director, Marin Software
Australia.
Resources:
About Marin Software
Marin Software Blog
About Marin Software:
Marin provides a leading revenue acquisition
management platform used by advertisers and agencies to manage more
than $4 billion in annualised ad investments. Offering an integrated
platform for search, social, display, and mobile marketing, Marin
helps advertisers and agencies improve financial performance, save
time, and make better decisions. Headquartered in San Francisco, with
offices worldwide, Marin's technology powers marketing campaigns in
more than 160 countries. For more information about Marin's products,
please visit: www.marinsoftware.com/solutions/overview.
Image Available: http://www2.marketwire.com/mw/frame_mw attachid=2215689
Media Contact:
Marin Software
Email Contact
03 9387 9000
SOURCE: Marin Software
http://www2.marketwire.com/mw/emailprcntct id=C766EB189B7F4467
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