Google Reveals New PPC Services
The shift to mobile is well and truly underway. Google revealed new PPC services recently in their Inside AdWords blog as well as announcing that over half of all searches directed at their site are now generated from mobile, and web traffic is similarly prevalent from these pocket-sized devices.
As you would expect, Google has been working behind the scenes to create new features that appeal to mobile users. It is worth following the guidelines to ensure that your ads and content are well positioned to take advantage of the upcoming developments.
Shopping Ads on Image Search
Google Image Search has become the go-to location for anyone trying to visualise a product or to share a picture of a product. This is especially true in mobile where people tend to try to find a product during a conversation with their peers. Given this usage, it is surprising that Google has not capitalised on this trend before.
The, debatably overdue, arrival of image search shopping ads on both mobile and desktop has been in a six-month development phase. The ads are served via the Google Search Network and if your shopping campaign is opted-in to search partners then your PLA’s will be automatically eligible to show in search results. On mobile, this means the ads will display in a carousel format above the organic images.
Local Inventory Ads
Searches with local intent have doubled in the past year. Local inventory ads help make the stock in your local stores accessible to people shopping online. In the original US test, department store Kohl’s saw a 40 to 50% increase in clicks to their site.
Local Inventory ads are currently working for select merchants that have physical shops located in the US, UK, Germany, France, Japan and Australia, and who are already using Google My Business.
The addition of local inventory ads to Google PPC can be a complicated process. However, the advertising provider has put together a straightforward guide to getting your physical store integrated with the new data requirements. Visit https://support.google.com/merchants/answer/3061198?hl=en-GB&ref_topic=3052707 to find out more.