Google PLA Expansion Continues, Now on the Display Network

May 16, 2017

Digital Marketing ChannelAdvisor By ChannelAdvisor

It’s official: Google Shopping is increasing its online footprint by extending to the Display Network.

It’s no secret that Google Shopping has been the primary force of growth for Google Advertising over the last three years, which is why it makes sense that they’re focusing their efforts to strengthen the program.

Google display network opt in
Select AdWords users are able to join the Google Display Network as part of the pilot program

From engaging users during a video on YouTube with TrueView Discovery Ads to reaching more qualified users beyond and Google Shopping with AdSense for Shopping, this newly-launched pilot (named “Retail Shopping on Display”) is an additional effort to push Product Listing Ads (PLAs) into more types of inventory.

For many, this comes as no surprise considering Google has been focusing on building the PLA experiences like Showcase Shopping Ads and Shopping Ads on Image Search.

Here’s What We Know

Google sent an email to AdWords API users and advertisers in April informing those who were accepted into the pilot of their Shopping Campaigns that they were expanding coverage beyond the Google Search Network to select fashion and home decor sites that are a part of the Google Display Network. Google also informed those in the pilot that campaigns opted into the test may start to see traffic from the Google Display Network placements in late June.

How does this impact marketers?

Not only is this specific to the retail vertical, but for some, this pilot might take some time to get going. However, for advertisers in the pilot, all campaigns will be automatically opted-in to Display. As you can imagine the level of intent of consumers on the Display Network will be much lower than consumers actively searching for things on