by, Lesa Seibert, President, Xstreme Media
Last week we looked at strategies for Google Product Extensions and costs associated with the clicks. This week we are going to look at Tracking.
Before Google Product Extensions (GPE) came around, there was only one type of trackable click - AdWords ads. Now searchers have many more clicking options when a plusbox is shown. Marketers should measure how visitors behave based on:
Google Product Extensions (GPE) gives AdWords marketers a bit more latitude with the display of product images, pricing information and distinct product landing pages. As shoppers can now see thumbnail images of products and pricing, search marketers may also benefit by receiving a more qualified visitor and lower CPA's.
The potential gain for AdWords advertisiers from Google Product Extensions (GPE) could be a thorn in the side of those companies that rely on top organic search rankings. Many times, Google shows three AdWords listings on the left side of the page above the organic results. If all three listings display a plusbox, the frist organic result may fall well below the fold(bottom of the screen) when a searcher drills into one or more of those listings.
Google Product Extensions (GPE) could also cause a shift away from organic traffic to paid traffic. Marketers will want to assess how many paid listings are showing on the left side for their top-converting organic keywords and monitor how many of those listings consistently show Google Product Extensions (GPE) listings.
Finally, be open to the idea that more SEO effort should be plaed on less popular or converting keywords that don't tend to show Google Product Extensions in the left column. This gives you an oportunity to gain exposure with fewer ads taking up valuable real estate.
Last week we looked at strategies for Google Product Extensions and costs associated with the clicks. This week we are going to look at Tracking.
Before Google Product Extensions (GPE) came around, there was only one type of trackable click - AdWords ads. Now searchers have many more clicking options when a plusbox is shown. Marketers should measure how visitors behave based on:
- Clicking the ad without expanding the plusbox
- Clicking the ad after expanding the plusbox
- Clicking a product image
Google Product Extensions (GPE) gives AdWords marketers a bit more latitude with the display of product images, pricing information and distinct product landing pages. As shoppers can now see thumbnail images of products and pricing, search marketers may also benefit by receiving a more qualified visitor and lower CPA's.
The potential gain for AdWords advertisiers from Google Product Extensions (GPE) could be a thorn in the side of those companies that rely on top organic search rankings. Many times, Google shows three AdWords listings on the left side of the page above the organic results. If all three listings display a plusbox, the frist organic result may fall well below the fold(bottom of the screen) when a searcher drills into one or more of those listings.
Google Product Extensions (GPE) could also cause a shift away from organic traffic to paid traffic. Marketers will want to assess how many paid listings are showing on the left side for their top-converting organic keywords and monitor how many of those listings consistently show Google Product Extensions (GPE) listings.
Finally, be open to the idea that more SEO effort should be plaed on less popular or converting keywords that don't tend to show Google Product Extensions in the left column. This gives you an oportunity to gain exposure with fewer ads taking up valuable real estate.
