New Google Ad Format

Details are emerging of a new paid ad format from Google based around an ‘enhanced’ Google product listing. Retailers for some time have known that, via the Google Base product, the search engine results pages that carry product info have been a great source of free shopper traffic from Google.

It looks like this will remain a free service, but now a limited trial is underway that will offer a paid version of this service, giving a more ‘prominent placement’ over to ads under this program. And to make things even more interesting, the payment structure may be based on commission (CPA) rather than PPC.

So what does this mean for business owners maybe already involved in PPC and SEO campaigns?

1. Just like now, the Google Product service is determined by category placement, not keywords. This means traditional e-retailers of deliverable products are the ones in mind for this.

2. again like now, a regular program of updates on price and product info will be required, weather submitted by spreadsheet or automatically by feed. Another reason why retailers, with retails systems that output in compatible formats, are in line for this.

3. If the if the format is using the CPA model, then rock-solid tracking techniques on stable systems will need to be used. A current CPA model under content network advertising is only available to adwords users after consistent conversion data over a 30 days period is received back into adwords.

4. I suspect that unlike the content network CPA model mentioned above, advertisers will NOT be able to nominate their own CPA. Google instead will be taking a commission of final sales. Given that prominent placements on the product listings may be determined by price, it will be most interesting to see how advertisers balance offers with margins now Google are taking a cut.

We don’t know when/if this will roll out to all areas, but if you need help with your Google product program, advice on analytics and tracking installation in the meantime, contact Goldladder to see how we can help.

By | 2016-12-19T15:34:40+00:00 June 22nd, 2009|Search Engine Marketing | Goldladder Blog|3 Comments

About the Author:

Matt is a Goldladder co-founder and Director, and is not afraid to get his hands dirty on any project! With a technical background and healthy dislike of marketing in general, Matt looks towards data and conversions in a project rather than jumping on the latest bandwagon. He is Exeter based, often in London, and enjoys visiting the sharp end and exploring how the online world translates into real business for his clients. Matt has Google and Microsoft accreditations, enjoys Basecamp’s project management approach, and refuses to believe anything is real until it can be tracked in Google Analytics.

3 Comments

  1. Analytics Results In Adwords June 22, 2009 at 10:02 am

    […] see this move, and other moves over to CPA models (see this post) as a way for Google to start accessing money beyond the PPC arena. There has always been an […]

  2. Andy June 22, 2009 at 10:28 am

    We’ve been using this in the beta, and i have to say – i think it’s a great idea for ecommerce sites. It does ofcourse mean that you have to spend the time needewdt o properly optimise a google base account – and i suppose you could argue it may move more people to click on the paid listing rather than the free base listing, but I actually think it’s a good way of allowing users to get right down to a product level from the adwords result. The only possible negative would be if users look at the small selection of products available and assume that this is all the shop is stocking..

  3. Matt June 22, 2009 at 10:51 am

    @andy

    …true. In this respect then Google will need to learn the lessons of other shopping comparison sites, where everyone knows it’s not an ‘unbiased’ global comparison of all online sites, rather just those that have entered into the advertising program! It now remains to be seen how much of an affiliate cut Google want – competitive pricing here (either set or through auction) could make it attractive for advertisers over existing sites.

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