Browsing the internet for offers, deals and advertising pitches by your competitors, you would have probably come across various marketing phrases such as “Top Prices. Order Today” or “Huge Discounts. Call Us Now!” These adverts seem rather trivial and commonly fail to capture customers’ attention due to their generic nature.
By contrast however, Google AdWords focus on not just the seller profile, but the specific products that customers are interested in. It offers smarter ways for commercial websites to escape the triviality and promote their entire product inventory online with more relevance.
Via linking Google Merchant Centre with your AdWords account, product specific campaigns can be set up to show each individual product in the portfolio with price, picture and description underneath, increasing the chance to capture the buyer’s attention and most importantly – increase the click through rate (CTR). Using the features described below has generated increased sales performance for discount retailers, high tech and home appliances providers, specific product ranges, to name a few:
- Google Product Extensions are ad innovations by AdWords, allowing advertisers to enhance their existing text ads with product information, appearing both on PCs and mobile devices. By relating your product portfolio to search queries, Google will list the most relevant products below the ad, with or without image. This is beneficial for general search terms such as ‘red rugs’, showing several items from the same provider with listed prices, allowing customers to choose and click directly.
- Google Product Listing Ads (PLA) are product-focused ads, allowing advertisers to promote standalone items. Google Product Listings were previously under the Google Affiliate network, where sellers had to pay for using this feature, but now they are available to all merchants. The product listings do not require ad text; Google scans the information in Google Merchant Centre and provides a single product ad to highly relevant searches. Besides Cost-Per-Click, PLAs allow established advertisers to use Cost-Per-Acquisition (CPA) bidding, where the cost is set based on how much a sale is valued. The results and revenue from such campaigns can be precisely and instantly tracked via Google Analytics so your campaign performance and return on investment is highly visible.
While product extensions allow the addition of extra business information to your advertising, the product listing ads concentrate on the items rather than the merchant. In this way, customers have the chance to choose a product before clicking an ad, saving you the costs from comparison shopping clicks and also improving the click quality. Taking advantage of these Google features will improve the shoppers’ e-commerce experience, as well as the competitive edge of your commercial website. For more information and free advice on how you can boost the effectiveness and impact of your commercial website advertising, please contact:
Call on 0161 638 0981
