Google Nov. 11 launched Product Listing Ads from beta to help U.S. businesses promote their products in search results. Product Listing Ads are just the latest ad innovation.
Google Nov. 11 launched Product Listing Ads from beta to
help U.S. businesses promote their products with richer information alongside relevant search results.
Introduced in beta one year ago
, Product Listing Ads include product
information in the ad, including pictures of the product, price and the name of
The idea is to let users see and learn as much as they
can about the products offered before they reach the merchant's Website, which
leads to more clicks, better leads and greater returns for search ads,
according to AdWords team member Dan Friedman.
The beta period proved fruitful. Google said advertisers
listed hundreds of millions of products, with people twice as likely to click
on Product Listing Ad than standard text ads in the same location.
While the bulk of Google's advertising has been
predicated on keywords and ad text, Product Listing Ads are triggered whenever a
user's search matches an item in the advertiser's account. Ideally, this increases
the relevance of ads for sellers' entire product inventory.
Also, while AdWords advertisers get charged for traditional search
ads when a user clicks on them, advertisers can pay only if the person
buys the product promoted in a Product Listing Ad.
Google offers this video demo
of how Product Listing Ads
work. Search Engine Land shows
the traditional AdWords that lack images alongside the new ads.
Product Listing Ads are just the latest ad innovation
Google has launched from beta as the company seeks to expand beyond its
traditional keyword search-driven text ads.
While these ads are responsible for some $20 billion-plus
of the search engine's revenue each year, growth has slowed. The company is facing
pressure from investors and calls from financial analysts to expand its ad
This is why Google's
last month that its display and mobile ads were accruing at $2.5
billion and $1 billion run-rates, respectively, was such a big deal.
Still, ads tied to Google's desktop search
remain the company's bread and butter. Finding new ways to render ads on the
desktop will benefit advertisers, consumers and, of course, Google.