Google Shopping, Adwords, Product Listing Ads, Product Extensions, Google Local in a Nutshell
Introduction
Google has always been about optimizing the user experience and making sure that anyone doing a search can find what they want.
However with the latest introductions of new programs such as Product Extensions, Product Listing Ads and Google Local on top of their natural results, Adwords and Shopping/Product Search program, the results can leave not just the user a bit lost–but merchants/advertisers confused as to how to appear on everything.
Navigating Through the Results
A while back we created this video to explain where Product Listing Ads are placed, but we hope to further break down each of Google’s product related programs below.
Here is what currently shows up for a simple search for someone searching for a Dell Laptop (click to enlarge) and exactly where each of the programs show up:
What do they all mean?
Below we chart each of the newer programs (we’ll assume you’re familiar with Google’s organic/natural search listings and Adwords program), what they do, and how to get listed on each section.
| Program | Cost Structure | What is it? | How do I Implement it? |
| Google Shopping | Free | Google’s own comparison Shopping engine, any merchant selling any product online can be listed for free, and can show up on Google’s main search results page if Google deems it relevant enough to the end user. | A merchant just has to sign up via Google’s Merchant Center, and submit a data feed that is up to Google’s specs |
| Product Listing Ads | CPC Model | These display specific products that will show up alongside standard Adwords listings, but instead of just a short snippet of text, users gain the benefit of seeing specific product titles, an image, and price. | PLA’s are managed via Adwords and driven by the data feed submitted to the Merchant Center. Within Adwords a merchant can set bids by categories, similar to their regular Adwords Campaigns |
| Product Extensions | CPC Model | As its name implies, this program is an extension of Adwords, where products will be listed alongside an Adword text listing, with a drop-down option to see products that a merchant is selling that is related to the search | Similar to PLA’s, products that show up are determined by the data feed, and the campaign is managed within Adwords |
| Google Local | Free | A program that allows merchants to show where their products are available for local pick-up if applicable, based on the location of the user searching | Also driven by data feeds, a merchant submits their store info to Google, along with inventory information for products within each specific store. |
More information
Below are links to learn more about each program and how to sign-up:
Conclusion
A merchant looking to expand their marketing campaigns have a plethora of options with Google alone. Each of Google’s programs have different strategies to succeed in, but when properly done can add massive amounts of volumes and conversions to your site. Learn about all of them, and come in with a proper strategy to ensure success.
Also, for more Google related information, be sure to sign up for our upcoming webinar that’ll fully explain how to optimize your Google listings.
