US paid search campaigns can get an advantage over their competitors and grab some valuable online real estate if marketers incorporate Product Extensions into their ads, according to one expert.

John Lee of Search Engine Watch said users of Google’s pay per click marketing service AdWords can add these features, which allow product images and details to be displayed in their messages, though the company’s Merchant Center.

Linking two accounts should see Product Extensions to start appearing in ads displayed in search results after roughly 24 hours.

"This creates increased interactivity between searchers and ads, but more importantly it can have a major impact on increasing clickthrough rates and conversion rates," he commented.

Furthermore, businesses can include URL parameters in their Merchant Center product feed that allow them to opt out certain goods or specify which items should be displayed for different keywords.

In addition, there is an option that sends people clicking on Product Extensions listings to separate landing pages, enabling brands to segment and track their incoming traffic.

Elsewhere, Google announced earlier this week that it is rolling out a new broad match modifier tools that aims to improve the reach of keywords compared to phrase match, while also offering greater control than broad match terms.

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