Product Extensions – A Boost To Retail Sales
Online retailers have long seen good returns on Google Products / Shopping listings and can now benefit from enhanced adverts within their Google Adwords PPC Campaigns. Product Extensions enable retailers to show a sample of products, chosen by Google as relevant to the search, as part of their adverts at no extra cost.
The extensions improve not only how much information you can give within you advert but also the likelihood that the click you are paying for is more relevant and has a higher possibility of a ROI.
Adding product extensions to your Google AdWords PPC Campaign will enhance your advert without effecting the advert placement or effectiveness of your key terms to display you adverts. Below is an example of an advert with Product Extensions added:
The advert in this image has a “plusbox” within the regular advert with the text “show products from” and the retailer’s name.
Once the “plusbox” has been clicked, as in the image below, products from that retailer can be seen:
The products shown as part of this advert are relevant to the search made and show images, product details and price of the products available from that retailer. The advert is now considerably larger and much more informative.
The advertiser is not charged when the “plusbox” is expanded to view the products. Click charges are only made for links clicked within the advert itself, either on the headline advert or the product links themselves. All clicks are charged at the same rate, regardless of which links are clicked within an advert. So the retailer pays the same cost-per-click (CPC) each time a link is clicked, whether it’s the advert Destination URL or any of the product offer listings shown as part of the advert. This effectively gives the retailer five landing pages from their advert instead of only one.
As with all online advertising, competition can be very strong for popular retail terms, so to be able to showcase products within adverts for these terms provides the retailer with more “online window space” to entice the buyer. Giving the buyer a preview of your available products and prices will also determine if your store is what they are looking for, making the following click to your site a pre-qualified click with a higher prospect of conversion to sale.
As with all additions to your online marketing it is important to keep the information you supply to enhance your adverts as up to date as possible. It may be that a little more time is required to manage your campaigns but with increases in responses as high as 3-5%, it is time well invested.
If you have any questions about how Product Extensions could be of benefit to your online marketing campaign, or you would simply like advice on how best to promote your retail website online please give me a call at web2market.
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