Google is Now Speaking the Language of Retailers

Product Listing Ads (PLAs) have been a disruptive force on the retail landscape. They've fundamentally changed how consumers interact with paid search ads (with images, as opposed to with text only). However, and perhaps even more importantly, PLAs have fundamentally changed how retailers interact with paid search campaigns. Previously, in paid search, retailers had to "speak" in the language of search engines — that of keywords, match types and ad groups. Now with PLAs, retailers can speak in their own language — that of products and categories. They're quickly realizing that speaking in their own language is a whole lot easier.