Yahoo’s New Larger Product Listing Ads

Yahoo is trying out a brand new Product Listing Ad style and it is very nice.  Instead of showcasing the sellers, it is showcasing the product being sold instead.

This is similar to how Google recently began testing a much larger Product Listing Ad of their own – one that was styled more as a hybrid between a knowledge panel and a PLA.  This ad also put the emphasis on the product over the sellers, however the sellers are still prominently placed on the ad unit for searchers to see.

With Yahoo’s take on an ad that focuses on the product, they make no mention at all of the sellers.

Click through on the main link leads to a larger version of their PLA.

However, their implementation of what happens when you click on the sections leaves much to be desired.  All the links lead to the same page, but to different sections depending on what is clicked.  But when you click “Specs” for example, this is what the user sees.

So while the idea behind it is good, leading a potential customer to a page without the promised spec information leads to a very poor user experience.  They would have been better to not include the specs link at all.

Here is another example without the image.

They do not seem to show for many products at this time however, and only show when you search for a specific product and model.

It is unclear where Yahoo is pulling these ads from, although some are attributed to Price Grabber with a “backfill” tag in the URL.  Bing does provide Yahoo with some PLAs but it isn’t obvious if any of them come through the Bing Ads partnership or not.

They are a very nice looking Product Listing Ad and hopefully we will see more in this style in the future.

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Jennifer Slegg

Founder & Editor at The SEM Post

Jennifer Slegg is a longtime speaker and expert in search engine marketing, working in the industry for almost 20 years. When she isn't sitting at her desk writing and working, she can be found grabbing a latte at her local Starbucks or planning her next trip to Disneyland. She regularly speaks at Pubcon, SMX, State of Search, Brighton SEO and more, and has been presenting at conferences for over a decade.

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