There is some good news for advertisers in the US this week. Google has announced it is rolling out Product Listing Ads which allow advertisers to makes their ads more visually appealing in the search results.
These ads are available through each advertiser’s Google Merchant Center account and will feature rich product information such as the product image, title, price, and merchant name.
Here is an example of how the ads will appear in the search results:
Every time a potential customer searches Google for some product that matches an item in the advertiser’s accounts, the product listing ads will automatically display the relevant items to the customer. This, Google hopes, will get advertisers more clicks and higher ROI for their search ads.
Google has been testing these ads in closed beta over the past one year with selected advertisers and after getting a good response, Google is set to make it available to all advertisers in the US.
There are some important things to note about these ads:
Advertisers will have to pay Google on a cost per acquisition basis i.e. pay only when a product is actually purchased online. Google will be take the payment as a percentage of the sale. However (cost-per-click pricing) will still be available as an option.
Advertisers can set one CPA price for all products, or they can set different CPA pricing for different products.
The new format has been designed so advertisers can only put in information about their product and then Google will automatically generate a product listing that best suit the product.
Here is a video from Google which shows how Product Listing Ads work.
I think this is a great innovation by Google. Not only will it help advertisers increase their CTR and conversion, but it will also help searchers find the exact product they are looking for.
Courtney is an online marketing and communications specialist at ineedhits - a leading search engine marketing firm with over 16 years experience. Courtney has been living and breathing online marketing for over 5 years. She specializes in web and communication marketing, while providing news and opinion to online marketing communities.