Google product ads show up in their own box on Google Search, separate from standard text ads, as well as Google Shopping. They are those little products showing up in the upper right hand corner for some keywords and not others... And, they are kind of a big deal.
During the holiday season of 2012, Google product ads outperformed standard text ads according to a study from Kenshoo. Exploring the aggregate performance for product listing ads versus product-related keyword PPC campaigns for the same advertisers during the holidays, the Kenshoo study reveals that product listing ads reaped a 31% higher return on ad spend ($4.82 vs. $3.68) and a 23% higher conversion rate (2.49% vs. 2.03%) and a 47% higher click-through rate (2.73% vs. 1.86%). Ok, here's the best part, PLAs were 20% cheaper. Marketers and eCommerce sites rejoice!
The ads feature product images along with some key product data, and the ads are given a prime placement above text marketing campaigns. The eCommerce website industry would be wise to consider the new ad product as a possible best practice for 2013 web strategy.
An RKG Digital report from back in October stated that Google product listing ads represented 20% of Google’s paid search clicks in Q3 of 2012.
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