The Evolution of Search

By inserting PLAs into the feature area, Google is able to capitalize on this behavior and further monetize queries of commercial intent. PLAs are up 146 percent year-over-year in the second quarter of 2013, so by drawing a larger percentage of clicks away from organic listings, cannibalization is most likely a significant factor. Even if you rank No. 1 for a particular product, users are drawn to the images of the PLAs and Google will receive its cut.