Like it or not, paid search became a lot more complex in 2010. There are more ad formats than ever.
This 10 day plan to overhaul your PPC campaigns is a day-by-day guide to dust off your campaigns and update them will all of the new controls available.
- Day 1: Implement Sitelinks
- Day 2: Add Product Extensions
- Day 3: Set up Remarketing (a.k.a. retargeting)
- Day 4: Target Display Ads Above the Fold
- Day 5: Migrate to Modified Broad Match
- Day 6: Test Click to Call
- Day 7: Target Image Ads on Google Image Search
- Day 8: Add Seller Ratings (Closed Beta)
- Day 9: Launch Product Listing Ads (Closed Beta)
- Day 10: Include Video Extensions
Read Part 1 to learn about sitelinks, product extensions, and remarketing and Part 2 covers targeting display ads above the fold, migrating to modified broad match, and testing click-to-call.
Today, we’ll wrap up the 10 day plan with targeting image ads on Google Image Search, adding seller ratings, launching Product Listing Ads, and including Video Extensions.
Day 7: Target Image Ads on Google Image Search
- What it is: Earlier this year, Google introduced Image Search Ads that appear exclusively above results in Google Images. Now, they’ve launched a test to let companies target that same ad space with a conventional leaderboard ad unit.
- What it looks like:
- Why it matters: To my knowledge, this is the first time Google has allowed a conventional display ad on one of its search results pages. If your product is visually oriented or you have a visually captivating display campaign, it could be an effective way to reach a high intent audience in a different way.
- How to implement it: First, you have to have a banner ad in the leaderboard format (728 x 90). Create or choose a campaign targeted at the Display Network (again, don’t mix display and search targeting in one campaign). Use the placement tool to target “images.google.com.”
- Who can use it: All U.S. and U.K. advertisers, but “today display ads on Google Images are available on a small fraction of queries.”
- More information:
Day 8: Add Seller Rating Extensions (Closed Beta)
- What it is: An extra line below your text ad showing your rating from Google Product Search.
- What it looks like:
- Why it matters: People are more likely to buy from merchants that they know and trust. Reviews are a good source of social proof that your website is credible and reliable. This is especially important if you’re a lesser known company competing in the SERPs against brand name advertisers.It’s also another way to increase your share of the screen. Also, you aren’t charged if people click to read the reviews.
- How to implement it: You’re probably already enrolled and didn’t know it. Google automatically shows Seller Rating Extensions “if your online store is rated in Google Product Search, you have 4 or more stars, and you have at least 30 reviews.” You can opt out with this form.
- Who can use it: All advertisers are eligible, but Seller Rating Extensions will only show if the user is searching on Google.com, Google.co.uk, or Google.de (Germany). Your campaigns, obviously, have to be targeting the search network.
- More information:
Day 9: Launch Product Listing Ads
- What it is: Image ads that show a picture of a product, the product name, price, and merchant name. They appear on the upper right of the SERPs for relevant queries.
- What it looks like:
- Why it matters: This is the most radical reinvention of Google’s ad formats to date. It eliminates the text ad, keywords, introduces pictures into the once pure paid search ads section, and pulls part of the site experience into the ad.Early research has already proven that people’s eyes are drawn to these results above others. Google has found that “people are twice as likely to click on a Product Listing Ad as they are to click on a standard text ad in the same location.” That has implications for your campaigns, your competitors and organic listings.
- How to implement it: First, you need a Google Merchant Center account. Link your Google Merchant Center account to a campaign in the Ad Extensions settings with these instructions. Add a product listing ad to your ad group with these instructions. Use the product target attributes to hone your structure and bid strategy.
- Who can use it: All U.S. advertisers.
- More information:
Day 10: Include Video Extensions (Closed Beta)
- What it is: Certain search queries can now trigger ads that include a plus box extension that expands to allow users to watch a video.
- What it looks like:
- Why it matters: This is the first rich media ad to appear in Google’s traditional static SERPs. As we’ve seen with organic search, rich media can reach a unique audience in a more engaging way.
- How to implement it: This is a private beta, so no implementation instructions have been release. Ask your Google AdWords reps.
- Who can use it: Limited beta, meaning you only get in if Google invites you. Chance are, you’ll need a high spend, an entertainment site and you already have a Google team. If that’s you, ask to be considered.
- More information:
Implementing Your 10 Day Plan
Chances are you won’t explore every one of these new features, but there are likely to be ones you haven’t tested yet either. It’s not too late to dust off your campaigns and ad groups and optimize during the peak season. You’ll be more competitive now and ready for the post-Christmas rush!