Google is testing different layouts for its shopping results. You can read about the test here:
but the gist is this: the test has a single advertiser listed first as “Best Buy”. And that advertiser’s listing has a “shop now” button.
So, instead of every advertiser being displayed the same way – albeit, in sequence – there’s now one that’s getting an “endorsement” from Google and stands out from the crowd.
If the test is successful – and I suspect it will be – we’re likely to see one advertiser get a far higher % of conversions… leaving everyone else with far fewer sales.
This is a continuation of a theme we’ve seen for the last few years. When it comes to Adwords, the gap between the biggest winners and everyone else is narrowing.