Do you sell direct to consumers online? Product listing ads may boost return on ad spend.
In October of 2012 Google Shopping transitioned from being a free service for online retailers to a paid model incorporated into Adwords. So what does this mean for adwords advertisers? In a nutshell product listing ads allow you to get images of your product directly on Google’s search results pages. Even better, these ads typically don’t cost more than traditional text ads and often cost LESS!
How well do they work?
We currently have three advertisers with us that have lower CPA’s on product listing ads than on their brand search! Every product is different so this may not translate to your site/product but its definitely worth a look.
Example Product Listing Ads
Getting Product Listings Live
First off, getting PLA’s live is NOT easy. Google requires advertisers to jump through hoops to integrate with their system. To get going you will need:
- an Adwords Account in good standing
- a Google Merchant Center account
- a Shopping Cart
- an SSL Certificate
- terms of service
- And the tricky part – An XML, TSV or CSV product datafeed that conforms to Google’s guidelines
One note of caution: If you sell hundreds or thousands of products on your online store – chances are one of these products will be forbidden from advertising on Adwords. Take great care to exclude controversial items for sale from your datafeed or you could see your account banned.
Google reported earnings that beat the street yesterday, yet some are are pointing to lower CPC’s with a cautionary tone. As it turns out CPC’s are down about 8% year over year. I expect that to fall further – yet im still bullish on Google and so is everyone else apparently:
So Why Are CPC’s Down?
In a recent post on the Google Analytics blog, Google announced support for getting an “adjusted bounce rate”. Google Analytics has consistently over reported bounce rate due to the nature of their tracking. Recently they added support for “events” – a way to store additional user behavior data – such as clicks on a facebook like or playing of a video. This new “adjusted bounce rate” feature looks like they’ve packaged up a significant use-case for event tracking into a standard feature. It’s about time. If you would like to take advantage of the new – better bounce rate stats you simply need to add one line to your analytics embed code:
var _gaq = _gaq || ;
setTimeout("_gaq.push(['_trackEvent', '15_seconds', 'read'])",15000);
ga.src = ('https:' == document.location.protocol ? 'https://ssl' : 'http://www') + '.google-analytics.com/ga.js';
var s = document.getElementsByTagName('script'); s.parentNode.insertBefore(ga, s);
This looks extremely similar to my bounce rate workaround I posted a while back.
Found this serp today searching for “meizitang”. Turns out Google may be as susceptible to being gamed with subdomains as Bing.
Looking up availability of m.esothelioma.com in 4…3…2…1
Google Webmaster Tools now reports 1.4 second load time across all pages for Windshield Guru. This includes many of our database intensive pages accessed via the backend – where we still include Google Analytics tags to track employee site usage. The chart can be seen below.
It’s difficult to draw correlations to organic traffic due to the penguin update that is plaguing the seo industry, however organic search has climbed 5.5% over the last thirty days compared to the previous thirty. Additionally our bounce rate has dropped slightly, time on site has jumped by 3% and pages per visit is up as well.