Part 3: Google Ad Innovations: Search: New Ad Structures with New Pricing Methodologies

Today’s blog highlights some other newly available search innovations that not only offer up great functionality but some different approaches to budget concerns.

Product Listing Ads (Status: Limited Beta)

This one takes very little explanation.  Product listing ads are search ads that are enhanced with images, pricing information, and even the seller’s name.

Product listing ads do not require any additional keywords or text because of the usefulness of the additional enhancements.

Product Listing Ads is not to be confused with Google’s Product Extensions.  Product Listing Ads are placed by Google based on their own algorithm that chooses the when, where and how often (could be a downside since you give up the control on that part).

This type of Ad listing is ideal for merchants with large inventories because it operates under a slightly different pricing structure than traditional Google Ads.  Product Listing Ads are based on Cost-Per-Action pricing methodology so you only pay if that user clicks your ad AND completes a purchase.

This is a great use of your budget and gives you prime opportunity to showcase all of your products (no worries about individual clicks and listings here with the cost-per-action base).

Unfortunately, this particular model is still only in limited beta phase so it is only available to a select number of U.S. retail advertisers but you can rest assured that with success, the availability will expand to other retail candidates.

Comparison Ads Model (Status: Limited Beta)

Think pre-click lead qualification tool.  That being said, before we go any further, you should probably know up front that this particular model is only available to select U.S. companies in the mortgage loan and credit card industries at this time but Google anticipates broadening the scope in the future.

This Search feature allows searcher make side-by-side comparisons on products.  Consumers will like it because they don’t have to register any personal data to get their comparison unless they choose to at that particular stage in the comparison process.

Instead of using this older “register now so we capture your info early” model,  searchers can continually refine their search to find the product that suits their particular needs most accurately before divulging any personal information.  Hopefully this will avoid alienating that segment of searchers that decide to walk away from the search process altogether at the first sign of filling out any forms when all they really want to do is get some information and shop around.

Google has also worked to make the search experience must faster by returning search results to the shopper more quickly.  This speed combined with transparency and consumer privacy will boost consumer confidence in the sector of advertisers who utilize this type of search service.

From your perspective as an advertiser, you will know that the data that you are getting is from searchers who are genuinely interested in your product or service and not just a casual shopper.  In addition, because the search feature affords the consumer a more pleasant search experience, your company gets the benefit of improved consumer outlook at the process as a whole.  Finally, another unique feature here is that as an advertiser, you only pay if the searcher requests a quote or actually calls the phone number on your offer.  Obviously, this means that the value of that conversion goes up tremendously!