Google introduced Google Shopping campaigns to make PLA management easier for advertisers, particularly advertisers relying on the AdWords User Interface to run their program. Google’s Shopping campaign has changed campaign management for Product Listing Ads (PLAs). The new model seems to address Google’s sometimes inconsistent PLA target serving.
Google testing is showing PLAs above the text ad and organic listings on the left side of the SERP, increasing the display of PLAs on mobile. Google also seems to be expanding their use of 360 degree product views within Google Shopping. And, PLA ROI still outperforms comparable text ads which suggests there is still room for the market to evolve, and there is the potential for cost-per-click (CPC) growth.