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Google Product Listing Ads & Extensions

Google Product Extensions and Product Listing Ads (PLAs) are an important part of any E-Commerce search marketing strategy. Listing Ads and Product Extensions are a great method for distinguishing your ad campaign from the competition, while offering a simple and more engaging user experience. Product Extensions allow for your paid search ad to appear with an image and exact price of your product, allowing users to review your products and pricing before reaching your site. Clicks on Google Product Listing Ads accounted for 11% of all Google clicks and average cost-per-click was 18% below standard text ads in Q1 2012. By increasing visibility on the search results page, Product Extensions and Listing Ads result in higher click-through-rates and conversion rates than on standard text ads, helping to generate highly qualified traffic and save you time and money.

What’s the difference between Product Extensions and Product Listing Ads?
Product Listing Ads are the ads that appear on the right side of the SERP and include product information, such as product price, description, image, and domain name. They may also include coupons or promotional advertisements. Product Listing Ads are not associated with keywords or your cost-per-click bids like the normal PPC management stuff is. Instead, Product Listing Ads are shopping results, displayed when a user enters a search query related to a product in your Google Merchant Center account. Unlike traditional text ads, you will only be charged for Product Listing Ads when a user clicks on your ad and completes a purchase on your site. Below is an example of a Product Listing Ad:Product Listing Ads

Product Extensions appear below your text ad and can include product images, product names, and prices. Unlike Product Listing Ads, Product Extensions are directly allied with your search campaign keywords and your Google Merchant Account. If your accounts are associated, Product Extensions will appear when your Google Merchant center account contains a product that Google deems relevant to a user’s search query. When a potential customer clicks on your ad or product image, they’ll be directed to that product within your Merchant Center account. Product Extensions are priced accordingly to cost-per-click, just like traditional text ads. Below is an example of a Product Extension listing:
Product Listing Extension
The benefits of Product Listing Ads and Product Extensions include:

  • Improved click-through-rates (CTRs)
  • Increased SERP exposure
  • Improved higher lead quality and conversion rates
  • Reduced cost-per-action on Product Listing Ads
  • Easier targeting and tracking

If you have questions regarding PLAs or PLEs, please contact us to discuss a strategy and to see if they are going to be a good fit for your marketing program.
Source: “Digital Marketing Report, Q1 2012.” Data-Driven Online Marketing. Rimm-Kaufman Group, 17 Apr. 2012 – http://www.rimmkaufman.com/thought-leadership/quarterly-reports/q1-2012/

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