Google is constantly updating how their search results appear, allowing users to see videos, maps and useful links on the search page, also known as “universal search”. The newest Google sponsored listing update include product images and prices. This feature allows searchers to quickly see relevant products from a Google advertiser. Product extensions show the product images, description and price of a products in a plusbox under the ad.
Advertisers who implemented product extensions during beta testing found that the additional product information helped improve the performance of their search campaigns. For example, SonyStyle.com, saw a 10% increase in clickthrough rate (CTR) for their ads with product extensions.
Marketers now have a new quiver to optimize their paid search campaign to determine whether product extensions in creative ad generate lift and can be optimized to a sale. At WebsiteBiz, we help our clients test, analyze and adjust their paid search campaigns to generate the best returns on their marketing investment.
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