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Tag: AdGooroo

  • Here Are Google’s Top 20 PLA Advertisers

    AdGooroo has released a list of the top 20 advertisers (by impression) using Google product listing ads (PLAs).

    “Walmart tops the list with 408 million PLA impressions representing 129,381 unique products with 262,588 unique product listing ads,” a spokesperson for AdGooroo tells WebProNews. “Another surprise is Amazon (the biggest paid search advertiser) falls well short of the top 20; Amazon ranked #75 in the analysis and apparently is not embracing the PLA format.”

    When the PLA-based Google Shopping launched last year, it was indeed evident that Amazon wasn’t much interested in taking part, even if other e-commerce competitors are among the top advertisers on this list. Amazon, of course, has its own product ads, and is often the starting point for shopping searches to begin with (Disclosure: Amazon is a sponsor).

    Here’s the full list:

    PLA advertisers

    Overstock’s entry at number five is particularly interesting, given the company’s history with Google. If you’ll recall, the site was hit with a Google penalty on the organic search side of things after encouraging college sites to post links to Overstock pages so students and faculty could get discounts. When the company announced its quarterly earnings in April of 2012, it blamed Google for an “ugly year”.

    Google’s product listings were first introduced in 2010, but have been tending steadily upward in popularity. Google’s shopping search transition to the PLA model has no doubt played a significant role in that over the past year or so, which has led to Google competitors following suit.

    More on the list from AdGooroo here.

  • Report Suggests More Revenue, but Less Advertisers for Google

    AdGooroo, a competitive intelligence agency, has released a new report, which indicates that there as has been a decrease in active advertisers for Google, despite projected Q4 gains.

    "Google experienced a quality purge this quarter and banned what we believe to be more than 30,000 advertisers, accounting for about 5.3 percent of its active advertiser base," said AdGooroo Founder and CEO Rich Stokes. "While this typically signals a negative impact on revenues, AdGooroo also tracked increased competition for ad placement, resulting in higher ad prices for Google and unusually high clickthrough rates. Google seems to be taking advantage of a strong Q4 to make some quality improvements."

    The report maintains that ad coverage, which has been steadily climbing for the past 12 months took a sudden dive in December, dropping nearly 10% — from 5.48 ads per keyword in November down to 4.97 in December.

    In the report, the firm notes that the fourth quarter has traditionally been strong for Google, and expects this to be the case again this year. "This seasonal improvement has less to do with total search query volume (which historically is about the same as November), and more with increased competition for ad placement (higher ad prices) and unusually high clickthrough rates," says AdGooroo.

    Here are some interesting graphs from the report:

    AdGooroo Stats

    AdGooroo Stats

    AdGooroo Stats

    AdGooroo Stats

    Other interesting information in the report includes lists of the top 25 advertisers on Google, Yahoo, and Bing, and the most expensive keywords on each of these search engines. These are based on the total number of recorded first-page ad impressions, and doesn’t necessarily reflect total ad spend. You can check out the report in its entirety here (it’s complimentary).
     

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