Pay Per Click

You might be aware that Google are running Product Extensions in its beta test phase at the moment. This is still only available to selected white listed sites, but is proving very successful and hopefully will be rolled out to all AdWords accounts in the near future.

What are Product Extensions?

Product Extensions, otherwise know as Google Plus Box, or AdWords Product Ads are AdText which are linked to the Google Product feed. When searches occur on specific keywords and if applicable, it will pull relevant products to that search into the ad. The user can view the products by clicking on the plus box. You can display the image of the product, the title and the price. If clicked on it will link directly to the URL as specified in the product feed.

What does this mean to the advertiser?

As a PPC manager trying to get the best ROI for an ecommerce client, we are always talking about capturing a searcher as far down the buying cycle as possible. We want to eliminate research searches and target searchers that want to purchase there and then, this is where Product Extensions come in. A user can click on the plus box, view the product, view the price, compare the price against ad text and the advertiser still hasn’t had to pay for a click. They are only charged once the click has resulted in the user being taken to the site. We should see an increase in conversion rates and a decrease in irrelevant clicks.

Philip Pollock
PPC Account Manager

Google are currently in the process of launching a method of remarketing to previous visitors. It is still in the beta stage and it is not available to all accounts, but we at Just Search have had the advantage of being able to use this new module already. Although we have not had enough data in yet, it certainly looks very interesting.

What does it do?

If a user clicks through from your advert and lands on a section of your site, which you define, (this could be a landing page, product page or even the homepage), but doesn’t convert; the user’s id is captured and put into a list. Although you cannot view this list, you can still see how many users there are available to you. If this user then revisits the content network, you can show bespoke Ad Text to these users.

What are the advantages of remarketing?

You can now generate a list of users who are interested in your product or service but have failed to convert. If you can find out the reasons why they failed to convert, e.g. price sensitivity, incorrect products or poor navigation, you can now re-advertise to these select users with a different message taking them to another landing page.

Philip Pollock
PPC Account Manager