Ad format launched in Google Product Search

30th July 2010 by William Hobson

E-commerce retailers who use the Google Merchant Centre will now be able to use it for more than indirect search engine marketing, as Google announces a new PPC ad format for the service.

The new format is based upon the product extensions AdWords feature, released in November last year. This allowed advertisers to highlight certain products in their Google Merchant Centre inventory in a plusbox under the text of their ad. When clicked, this displayed images, titles and prices of the products from the advertisers site most relevant to the current query.

Now this AdWords format has been extended to Google Product Search, the free-to-list price comparison service launched in 2002 as ‘Froogle’ and renamed in 2007 due to language issues. There is a slight difference – as this is a price comparison search rather than PPC ads in universal SERPs, the prices and products will be displayed without a pushbox.

“These ads are a great opportunity to market the breadth of your product catalog and highlight any promotional messages directly to conversion-ready shoppers on Google Product Search,” says Andrew Poon, product manager for Google Product Search. “To take advantage of this format, make sure your product extensions ad campaigns are being served on ‘search partner’ sites.”

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