First, let’s take a look at what a product listing ad looks like when a user finds it within a Google Search. If you’ve already created your Product Listing Ad campaign as explained in last week’s blog, when a user searches for a keyword that Google identifies as relevant to a product you have available in your Google Merchant product feed, a user may see a product listing ad as identified above.
These Product Ads are visually compelling, give the user a sneak peak at what they are able to find on your site, and includes pricing information to further encourage a qualified buyer to click. Additionally, because of their placement, they have the added benefit of pushing additional search results further down the page and giving your ad more visual real estate.
The big update this week is that Product Listing Ads now have additional reporting since the last time we told you about them. As of December 7th, conversion reporting within Product Listing Ads was enabled, so we’re now able to gain additional insight into the success of these campaigns.
If you have conversion and revenue tracking enabled for your PPC campaigns, you are now able to see the actual conversion and revenue results of your Product Listing ads within the AdWords interface. You’ll note that in the graph options above, the Product Listing Ads began to show conversions (the green line) recently. This allows you to better refine your Product Listing Ad campaign and adjust spend based on the results you’re seeing.
To update your report, click on Columns, and select the type of reporting options you’d like to see in your report, just like in your regular PPC campaign reporting. You’ll have conversion options if conversion tracking is set up, and you’ll also be able to add metrics like Cost Per Conversion and Conversion Rate.
There are Pros & Cons with the new Product Listing Ads.
Increased visibility, compelling images, and now the ability to better track conversions within the AdWords interface are definite pluses with this new type of advertising.
Cons are very much on the side of reporting. Although the step towards better reporting by adding conversion tracking is a great one, it is still difficult to get much insight into which products specifically users are clicking on and actually buying. Because this type of ad is based on targeting, rather than on keywords, getting granular reporting is a challenge. Thus far, it seems that the only way to track specific product conversions is to add code to your Google Merchant feed, and review the results in Analytics.
We’ll keep you posted on any new features that become available within this Ad type, and we’d love to hear about your experiences and level of success in using Product Listing Ads.