As Google has scaled up its Shopping products in recent years, there has been a growing consensus in the retail search marketing space that Shopping ads are one of the most effective ways to win valuable consumer clicks.
This is especially true of the non-branded, broader search terms that are typical of the early stages of the customer journey.
During this phase, Google Shopping ads – commonly referred to as Product Listing Ads, or PLAs – are considered to be a key means of engaging consumers early, and boosting new customer acquisition.
