A Picture is a Thousand Words

Written by Jennifer Rogerson

Friday, 24 September 2010 16:24

We’ve seen location extensions on Google’s sponsored ads, whereby when we search for something we get local, relevant results, including the address of the business. Phone extensions were perhaps an even better innovation, allowing mobile users to benefit from one-touch dialing when they find an ad of interest.

Google AdWords’ latest innovation to reach the UK is product extensions. The idea is that the sponsored ad displays what’s called a “plusbox”. Literally, there’s a “+” sign in the corner, and if you want to see more, you click on it.

The extension shows images of products relevant to your search. There’s no charge to the business if there is no click through to the site, and if the customer does click through, the cost-per-click is exactly the same as it would be without the product extension.

The innovation launched in the US in November 2009, and has received favourable feedback so far. SonyStyle.com, for example, reported a 9% increase in conversions when the advert featured a product extension. (Adwords.blogspot.com)

Is it for me?

If you’re already using Google AdWords, you have little to lose. Adding product extensions won’t cost you any extra, and may drive more qualified traffic to your site. If you include the price alongside the image, the chances are those who click through are somewhat interested in making a purchase. And if they’re put off by the price or the photograph, they won’t click on the ad, and you won’t have to pay.

The key to success is, as always, to monitor performance. Try running two campaigns simultaneously, one with the plusbox and one without. The differences will soon clarify which is the more effective ad.

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written by LinkMünki, September 29, 2010

I might just be a grizzly old cynic, but I can never get over the idea that anybody clicks on sponsored links. I mean I do but only because I know it will cost somebody some of their budget. I suppose many people do, but anybody after a while using a search engine begins to distinguish between the natural and the sponsored links, surely. smilies/cry.gif

Also can somebody tell me why google sponsor themselves in a "sponsored link" search, what is that all about?

J-Rog, J-Rog, J-Rog

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written by Simon Bennison, September 30, 2010

Hi LinkMünki,

Thanks for the great debate inspiring comment.

I too was skeptical about sponsored listings when they were first launched, and Ebay was always the top hit no matter what. However since the development of Quality Score, it's not just the highest bidder that wins. I think the relevance has really improved and I now use them a lot more, particularly when shopping online.

As for Google sponsoring themselves - I would put this down to them trying to sell Adwords to people who don't know what Adwords is!

Simon

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A Picture is a Thousand Words