Google Testing Product Listing Ads at Bottom of Search Results

We are used to seeing Google’s Product Listing Ads at the top of the search results.  But now it seems Google is testing them in a brand new position – at the bottom of the page, after the last organic results but before the bottom set of AdWords ads.

Here is a screenshot of a popular ecommerce query that showed no shopping ads at the top, but instead at the bottom:

This was the only Product Listing Ad carousel on the page, so Google isn’t duplicating it.  It was just the usual PLA ad on mobile, but above the bottom AdWords ads instead.

Putting it at the bottom is interesting, especially since the CTR tends to be lower.  But perhaps the reular test AdWords ads were outperforming the PLAs, so Google decided to keep them on the page, but drop them to the bottom above the AdWords.

Google has been actively testing Product Listing Ads, as well as regular AdWords ads, on both mobile and desktop.  So it isn’t surprising to see them testing this particular placement in the search results, especially for mobile.

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