Wednesday 23 November 2011

Advanced Ecommerce PPC

Over the last few months Google have really stepped up their ppc offering, with lots of new and exciting ways to market.  Are your campaigns up to date? 
Product Ads.

These are very cool as they allow for image adverts in the SERPS.  Now don’t confuse these with ad extensions they are completely different. 




These adverts can offer an amazing CTR as they stand out above most other SERP content.  They are quite simple to setup .  First ensure that your merchant feed and your adcenter are linked.  Then create a new campain and a product listing adgroup.

These ads don’t need keywords to run so tracking can be a bit of a pain, the best way I have found to track these results is using the dynamic
?origin={adtype} url tracking parameter

Connecting Google + and PPC


Google+ is a ever increasing factor of importance for any online advertising campaign.  By Google understanding your social circles it can help leverage social commerce for you ads.  If someone from your circles has interacted socially with one of your clients advertisements then this can be portrayed by linking your site, you ads and your Google + home page.  This works in the same way are a friend recommending a product or service right on the SERP page.  The number of social interactions your ads is also allegedly feeding into the quality score algorithm so defiantly worth an include, but how someone can +1 you ad without seeing content doesn't seem to make sense but will watch the data.

So:
1. Ensure that you have a corporate Google+ page.
2. Ensure that you verify it on your site. <link href="Googe+ address/" rel="publisher" />
3. Enable social extensions on your adverts.

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