Until now, we have been limited by AdWords 70 character ads, the inability to display product images on the Google search page, and the restriction of one landing page per keyword phrase. But toward the end of 2009, this all changed. One of the most sweeping enhancements to AdWords was launched with the introduction of Google Product Extensions. These give pay-per-click (PPC) marketers in the U.S. enhanced opportunities, product exposure and increased flexibility with their ads. Proper use of these new features will launch entirely new AdWords strategies with increased levels of return on ad spend.
What Are Google Product Extensions?
Google Product Extensions (GPE) combine the visibility of AdWords listings with the versatility of a shopping cart by listing product images, short copy pricing and links to separate product landing pages. I am sure you have seen listings like the ones below. By clicking on the box with the plus sign, you see a listing of products that the Google algorithm determined was a good match based on the search query.
The data that populates the plus box, comes from the advertiser’s Google Merchant Center feed. When a searcher clicks on the product image or description, they are taken to the product page specified in your Google feed. In the example shown, the advertiser can take the prospect to one of six different landing pages (the main page above plus the five individual product pages below). The display of GPE ads is limited to the first page of AdWords ads.
How Do I Get My Products Listed?
First you need to make sure you have a Google Merchant Center account. If not, visit http://www.google.com/merchants and configure your account and load your products via data fees, direct uploads or use their API . If you have already have your products in Google Base (Froogle), then all you need to do is click on the AdWords link under the Settings link and add your AdWords customer ID. Then log into your AdWords account and under the Settings tab within your campaigns, you will be able to add your Google Merchant Center ID in the Ad Extensions prompt. One note, GPE is only available to U.S. advertisers currently.
Next week we will look at Strategies for using Google Product Extensions (GPE).
