Underdog e-tailers in Pet Care are using Google’s product listing ads (PLAs) to gain reach, overcoming low organic search visibility.
For example, Chewy.com—a pure play challenging more established vendors like PetSmart and Petco—struggles to appear on the first page of results for dog food terms. However, the e-tailer accounts for 43% of PLAs returned for all Pet Care keyword searches, according to L2’s Pet Care Search Strategies report. In comparison, PetSmart represents only 4% and Amazon none.
This suggests that PLAs can offer a useful opportunity for specialty e-tailers – in any sector, not only Pet Care – to extend their digital reach. However, they may not be worth the investment for e-tailers that already have high organic search visibility.