Amazon's break from PLAs didn't last long
A little more than two weeks after Amazon.com Inc. abruptly halted its buying of Google’s Product Listing Ads on April 27, the retail giant began taking modest steps to buy up the visual-oriented ads, according to new data from Kantar Media. And it appeared to significantly ramp up its PLA activity in a number of categories around June 5.
Looking at Amazon’s share of desktop PLA clicks for the mattress category, for example, the retailer went from having no presence in the first two weeks in May to a modest share from May 16-June 4 to 9.2% of clicks from June 5-July 9.
It’s a similar, albeit less dramatic, story when it comes to toys. Amazon went from having no presence in the first two weeks in May to a modest share to 3.2% of clicks from June 5-July 9.
Amazon has also been increasingly aggressive when it comes to consumer electronics. It accounted for 3.8% of desktop PLA clicks from June 5-July 9, a 2.8 percentage point increase from the May 16-June 4 period. And it increased its back-to-school click share to 1.5% between June 5 and July 9 from 0.5% during the May 16-June 4 period.
Read the full article from Internet Retailer