Google Product Extensions goes live in the UK
Today, Google announced that they were rolling out product extensions to the UK market. Hopefully Ireland won’t be too far behind! This exciting addition will complement a 1st -3rd placed adwords cpc ad spot in the same way google places can be integrated into your cpc ads.
If that is too much to get your head around let me break it down.
1: Where will I see this new feature?
Product Extensions will appear on SERP’s (Search Engine Results Pages).
Users will be able to click on the ‘+’ icon to view a number of a company’s products. Implementation of this should lead to a increase in CTR. On my campaigns, I have integrated the google places extension which allows users to see where my location is. Where this has been implemented, there has been a distinct CTR increase.
2: How do you integrate Product Extensions
You need to set yourself up on Google Merchant Center. This is where you will load all your products (images, details etc). From there you connect the merchant center to your adwords account.
3: Log into your adwords account and you should be able to incorporate product extensions. Product extensions will more than likely only appear if you are listed in the top three positions of a SERP. So increased budgets may be required. But this feature should increase CTR which will lift your quality score and then you should be able to decrease your bids after a period.
This is potentially a very powerful tool. Early adopters will see the most benefit certainly but I believe there will be a long term value to the extra work required. Being able to display your products will obviously give you an advantage over your competitors. A SERP is always competitive so any stand out feature will give you and edge and should lead to increased clicks.
It may attract users who have never heard of your company but like something you sell. The opportunities are pretty endless.