Marketers are always looking for the most effective ways to expose their business with Google. For many years that has been paid searches. But that is not the case any longer. According to a recent survey by eMarketer, 7 out of 10 marketers are finding more success with Google’s Product Listing Ads (PLAs) than with any of their other paid search ads.

Nearly 7 out of 10 marketers say PLAs perform slightly better, and 1 out of 4 say it is significantly better than Google’s paid search ads. While this shift is not agreed upon across the board, it is significant enough that 62% of marketers are shifting some of their marketing budget from paid search ads to PLAs.

However, 29% are taking money from their offline marketing efforts and moving it to PLAs.

While PLAs continue to grow in popularity, it is unlikely that they will replace paid search ads entirely. In fact, data gathered by PLAs is likely to be utilized to create cross-platform campaigns and to improve the focus of paid search ads.