07 Aug '18, 12pm

Google's Sponsored Units on Search: What Marketers Need to Know

When a Sponsored Unit is eligible to show, that means that there is one less “spot” in the PLA SERP pack for possibly the same number of advertisers in the PLA auction. While a Sponsored Unit does not compete in the PLA auction, it’s totally separate, but it definitely takes up a spot. If there are lesser spots in the auction, conceivably, the CPC could be higher than if the Sponsored Unit was not there and assuming the same number of bidders in the auction. However, preliminary analysis that we’ve done at CommerceHub year to date is showing that not to be the case – and we did run this across multiple categories and accounts. It’s too early to definitively say what it does or doesn’t do with confidence, but we have not seen in aggregate rising CPCs as a definitive result of the introduction of Sponsored Units. If anything, the most common “competitor” we saw in multiple a...

Full article: https://www.searchenginejournal.com/google-sponsored-unit...

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