What You Should Know About Google’s New Automated Extensions for Shopping Ads
Following what Google deems as a successful (yet perhaps outdated) campaign with promotional text (an optional message added to ad groups in AdWords), the search engine conglomerate has decided to introduce a new, more contemporary way for marketers to stand out among all the noise: automated extension for shopping ads.
What Are Automated Extensions?
Automated extensions are an added feature (displayed alongside your PLAs) with no additional cost or effort on your part.
Google uses existing information that you’ve provided in your Merchant Center settings and data feed to provide online searchers with relevant, up-to-date information such as free shipping and price-drop information.
In With The New. Out With The Old.
With the introduction of this newest technology, Google has decided to retire promotional text at the end of September 2015, at which point you should start to see an influx of these new automated extensions.
Those who use promotional text won’t have to do anything as this switch takes place. Your existing ads will continue to reach your targeted shoppers, and soon your shipping and price-drop information will be displayed in a clean, consistent manner alongside your shopping ads.
If you’re interested in highlighting more information aside from your free shipping and sale prices, it’s suggested that you take a look at Google’s other shopping extensions, including:
- Merchant Promotions – sharing discounts and promo codes
- Product Ratings – displaying aggregated star ratings and links to customer reviews.
- Trusted Stores – displaying a certification that you’re a Google-trusted destination
Is There Anything You Can Do To Prepare For These Automated Extensions?
As noted earlier, these automated extensions will begin to appear on their own, using data you already supply in your feed and Merchant Center settings.
It’s imperative that you look over your feed and settings, to ensure you have the correct information included. Furthermore, it may be worth your while to research and implement a few of Google’s other shopping extensions.
This all depends on your specific market and target goals. That’s where Operation ROI can help. We’ll analyze your existing data and provide feedback and support on which strategies will provide you with the greatest return on investment.
As Google continues to enhance the online shopping experience, merchants must remain aware of these changes and be ready to optimize their offering to leverage the many associated benefits.
Contact OperationROI today – at 1-888-277-5429 or by filling out our contact form to learn more.
