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22 Feb 2013

What are Google Product Listing Ads?

February 22, 2013PPC Advertising

If you’re trying to take your text ad campaigns to the next level, you don’t have to spend a lot of money or scrap your current online marketing plan today. Making improvements can be as easy as visiting Google Merchant Center. By utilizing this Google based platform, you’ll have the ability to revamp your basic text ads into more detailed, vibrant Product Listing Ads. Product Listing Ads include the two lines of text that are typical of basic text ads, and so much more. In addition, you will have the opportunity to include eye-catching product images, detailed pricing and contact information for your business. At a glance, advertisers have a better sense of who you are as well as what you’re offering. This is an opportunity to catch their attention and reel them in on the initial search results page.

Adding Product Listing Ads to your existing campaigns can boost your sales and give you a better understanding of what drives potential customers to your site. Because contact and pricing information are readily available, people who come across your ad instantly have more avenues to reach you directly, rather than having to visit your site to learn more. With a basic text ad, a customer may click your ad and leave without purchasing anything because they didn’t have a clear understanding of the offer promoted in your text ad. Product Listing Ads are valuable because potential customers can also see images of your most popular products and get enticing details, at a glance. This means you can snag your customers attention quickly and more effectively. These customers already have a basic understanding of your offer so they can make a more relevant and informed decision about whether they want to click through to learn more or not. The people who ultimately do click often times are more likely to convert on your site.

Product Listing Ads display on Google.com when a user enters a relevant search query. However, unlike AdWords text ads, when these kinds of ads display, it is not a direct result of a keyword-targeting match.

 To manage when and where you want your Product Listing Ads to appear, you will define custom settings within your Google Merchant account. To start, you will want to make sure that your AdWords account is merged with your Google Merchant account. Next, visit the AdWords Ad Extensions tab to define your product targets. Once you have decided which products you want to appear alongside the text ads (image, price, etc.), then Google’s intuitive system will finish the job for you. Google will ultimately decide which of the products to display from your list, however you can define negative keywords if there are certain products that you don’t want to display on specific queries.

 The ability to elaborate on specific products and offers can help you boost your conversions and sales. This is an easy way to incorporate images and price information, and gain valuable real estate on the top of Google’s search results page. If you haven’t explored Product Listing Ads, visit the Google Merchant Account to start considering the option today or give us a call!