You may have noticed product pictures appearing in Google ads recently. This is because Google created a feature called Product Extensions that allows advertisers to feature specific products in their AdWords ads. At the same cost per click, searchers can view your product images and prices directly from the search results pages.
In the form of a plusbox, Google will include the most relevant products from your website to show within your AdWords ad. The product picture, title and price are included and link to the specific product page on your site. There is no cost if the searcher views your products by expanding the plusbox. If they do click, either in the ad or the product section, you are charged the same cost per click.
Many advertisers are finding that Product Extensions are improving their clickthrough rates (CTR). For example, Google reported that one of their advertisers, SonyStyle.com, saw a 10% CTR increase while using the feature during beta testing. We also expect to see improved conversion rates because of better targeted landing pages.
Product Extensions is available to all US advertisers and is currently in a limited beta for international users. All that is required is a Google Merchant Center account and active product feed. No new campaigns or ad groups are needed as the integration is seamless within AdWords.
This is a great new feature and has some obvious advantages for product-oriented advertisers. The effects of Product Extensions will diminish, however, once it becomes common among AdWords users so it’s smart to act fast.