New: List of top Product Listing Ad advertisers on Google

Who are the top 20 advertisers using Google's Product Listing Ads (PLAs)? AdGooroo has released a list of the Top 20 Google PLA advertisers by impression, a list on which Walmart sits at the top but Amazon is way down.

by Helen Leggatt

AdGooroo estimates more than 4 billion PLAs were displayed on U.S. AdWords from March to May 2013, the period of analysis, or 5.9% of the total number of AdWords PPC ad impressions (71.7 billion PLAs + text ads) in that period.

With 408 million PLA impressions, representing 129,381 unique products with 262,588 unique product listing ads, Walmart topped the list. Second on the list, with considerably less impressions (187 million) spread across a huge number of unique ads (658,333) and products (479,855), is eBay.

Meanwhile, Amazon appears at number 75 on the list, despite being the biggest paid search advertiser. According to AdGooroo, this suggests the firm "remains more focused on the traditional PPC text ad format rather than devoting time and attention to the new PLA format".

Not surprisingly, it was the Mass Retailers category that generated the most PLA impressions (1.22 billion), the next closest category being Consumer Electronics (400 million). However, in terms of PLAs as a percentage of total AdWords impressions, the Auctions & Classifieds category leads with 33.8% compared with 17% for Mass Retailers.

The full Top 20 can be viewed at AdGooroo.

Tags: advertisers, AdWords, paid search spending, PLA, search advertising

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dean jackson

Here's a tip, especially for local businesses - it's called day parting. As in, you schedule your ads only to appear during business hours of the day. If you follow customer trends in clicks and conversions by the hour of the day, you'll notice the peak hours. You can bully out your competitors on bids by focusing on certain times of the day. Make sure you are constantly optimizing based on these trends. You don't want to miss your customers, but if you're on a tighter budget, just wait for 'the right moment' of the day and bust out the cannons to hit your prospects when they want you most. I have it all managed for me, so no sweat. Simon can set you up to get managed if you're interested, just call him at 302-401-4478 .

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