Last year Google released Product Listing Ads (PLA) when it transitioned Merchant Center to Google Shopping. Doing so provided cleaner results for shopping queries and created new ad formats for Ecommerce advertisers. With Google’s introduction of Enhanced Campaigns, the search engine has said that they are extending the PLA shopping experience already available on desktops and tablets to smartphones.
Product Listing Ads on smartphones will be seen on google.com, the Google Shopper app as well as Google Shopping. Below is a screenshot Google provided of the new Product Listing Ad formats on smartphone devices.
Product Listing Ad campaigns that have been upgraded to Enhanced Campaigns will be eligible to be seen on smartphones. Like all Enhanced Campaigns, advertisers will be able to create bids specific to mobile devices for PLA ads.
In addition, Google has told us that all campaigns within AdWords will be automatically opted into Enhanced campaigns by June 2013. We recommend upgrading to Enhanced Campaigns and selecting your device and bidding options before this time.
Last year Google announced Offer Extensions from AdWords where advertisers are able to showcase redeemable offers like deals, rebates and coupons through paid search text ads on search engine result pages. Previously Offer Extensions were available only through Beta, but with Google’s introduction of Enhanced Campaigns, this sitelink extension is available to all advertisers.
Advertisers will be prompted to enter details on each specific offer, redemption and distribution dates as well as terms and conditions of the offer. Like other ad sitelinks in Enhanced Campaigns, Offer Extensions can be scheduled to show on specific days of the week as well as times of the day.
Offer Extensions are a great way to promote limited-time offers on your website through paid search ads. In addition, advertisers can track performance of these extensions to see how many clicks, impressions and conversions came from these added links.
To implement Offer Extensions, go to the Ad extensions tab within Google AdWords, and select View: Offer Extensions from the dropdown menu.
Bing Ads is currently Beta testing product ads on its advertising network. With product ads, advertisers can promote their product inventory through product datafeeds for freshness, automation and scale. These ad formats typically include a square image of the product, the product’s name, price and a link to directly take searchers to the product page.
Product ads allow searchers to see the actual product before clicking through an advertiser’s website and also facilitate price comparison shopping since the product price is included within the paid search ad format.
Late last year Google introduced its version of product ads via Google Shopping and product listing ads. Advertisers who have implemented product listing ads have seen great results with this ad format.
Bing representatives say that product ads will be available to all advertisers this summer.
Below is a screen shot of some product ads on Bing.com.