Google has mainstreamed Product Extension ads for online marketers as a hybrid of Google AdWords PPC and Google Product Search. By using PPC merchandising through Product Extension ads you can convert your customers into paying customers who return time and again for repeat business.
How Product Extension Ads Work
If you are unsure what product extension ads are, they are listings for your products that appear when your target market uses specific keywords in a search query. The product extension ads contain an image of the product, the title, and the price on the search engine results page (SERP).
If you have a Google Merchant Center account with a product feed in addition to your AdWords account, you can connect the two together so AdWords will pull data from your feed to highlight your products when your pay per click ad appears in the search results. When you click on the plus box located below the PPC ad the images of your products appear which increases the click through rate for your PPC advertising campaign.
Tips for Using Product Extension Ads to Convert Customers
You use the Product Extensions feature to connect Google AdWords to your Google Merchant Center. You must also have a product feed set up in the Merchant Center to take advantage of Product Extension ads. Once you have established the connection to use the Product Extension ads feature there are a few other steps you should do to ensure that your ads are converting customers.
- Monitor the Plus Box: Google provides you with a feature that helps you to monitor how many times your target market clicks on the Plus Box to view your products. Make it a point to use this feature and use it consistently. Doing so will help you make the necessary modifications to optimize your campaign for the best results.
- Control Product Displays: There is a feature that allows you to control your product data feeds and how they integrate with AdWords. You can also designate what keywords you want to match to the product image. These are keywords that your target audience uses to find your product in organic searches. You can also designate a landing page where you want the traffic to arrive after clicking on the ad. The customization settings allow you to test and track different aspects of the Product Extension ads to optimize for maximum outcome.
- Highlight Your Brand: You can display the name of your company next to the Plus Box by configuring it in Google Merchant Center. This is a great way to get your brand established and associated with quality. Also, if you have acquired a trademark it helps to display this next to your company name. If your visitors have a choice between you or your competitor, they will be more likely to click on the name that has a trademark symbol next to your brand.
There are more opportunities that Google Product Extension ads offer when it comes to PPC merchandising but hopefully this information will help you to get started with a basic understanding of this nifty feature for pay per click advertising.
Debra Leitl is the Mentor in Residence at eMentormarketing.com you can find her on twitter@MentorMarketing. Her specialty is interactive marketing with a focus on ecommerce and online marketing strategy. She has over 15 years of professional work experience in retail business management, strategic management consulting, and new business development.