The search landscape is becoming more and more competitive as Google’s paid listings take over blocks of first-page real estate and push organic results further down. And now, there is a new giant aggressively bidding for PLAs – the large format, shoppable ads with product imagery that are particularly lucrative for retailers. Jet.com owns 45% of PLAs for Hair Care & Color related terms.
Several other retailers like Drugstore.com, Sephora, and Sleek Hair are investing in PLAs as well, but on a much smaller scale. For example, the second most dominant retailer Drugstore.com owns just 9% of PLA search result for Hair Care & Color terms.
Particularly interesting is that Amazon owns no PLA search results, which may or may not be a result of its animosity towards Jet.com.