15 Dec 2011
Product Listing Ads for the Holidays
Christmas is just around the corner, and what better way to boost your holiday sales than by investing in product-specific advertising? “Product Listing Ads” in AdWords give you the opportunity to share more pertinent information about a product. These search ads can include photos, price points, customer review snippets and more, without paying any more for clicks.
Obviously, this method has a better chance of leading to conversions because consumers have a better understanding of your products, even before they visit your site. These Product Listing Ads have been proved to lead to higher clickthrough rates, more accurate leads, and increased sales overall. Google states that potential customers are 50% more likely to click on a Product Listing Ad versus a regular text ad for retail centers returning in the same search query.
Google is well aware of the advantages of these ads. In an effort to spark holiday purchases, they have unleashed some updates to these features over the last few weeks. For one, there is now more space for featured products on the search results homepage. This increase of space now gives five advertisers the chance to show off their wares. As a result, more shoppers will be exposed to those ads at the top of the page leading to high click-rates and page views.
Google has seen a tremendous 600% jump in traffic this year for sites that advertise using Product Listing Ads. With the holidays fast approaching, they anticipate traffic to skyrocket higher than it ever has before. In other words, you’re not going to want to miss out on this opportunity to reach eager gift shoppers. These ads operate the same as any other, and you only pay for the click to your website.
There are several steps you can take to make the most out of your AdWords account this holiday season. If you haven’t already created a holiday specific campaign, it’s not too late. You still have time to pull in those last-minute sales. Set aside a generous budget specifically for this time of year to maximize incoming profits, and don’t hesitate to feature ALL of your products. You want to make sure that you are showing enough products to have a significant presence, and measure up against your competitors. You can also use the Product Listing Ads to promote special offers or promo codes that will entice more consumers to visit your site and click that “Buy Now” button.
Make sure to visit your account on AdWords regularly to confirm that your product ads are being matched with the most relevant search queries. You can manage this in your Data Quality tab in the Merchant Center.
Don’t let your business get lost in the clutter this season. Make your presence known with Product Listing Ads available through AdWords. You should see higher click-through rates, more conversions and a higher return on investment. All of those things will lead to a happier holiday for you!