Boosting your PPC campaign with product ad extensions


Product Ad Extensions will appear under your ad text, and as this is linked straight from the Google Merchant Centre, the extension will include an image, title and price relevant to the users search query.

Product Ad Extensions are a great way to boost click through rates and conversions, and it can reduce the amount of clicks that result in a bounce visit, as the user is given the opportunity to view the product before clicking the ad and visiting your site.

To be eligible to show these ad extensions, your ads will need to appear at the very top of the paid search results.

It’s easy as 1, 2, 3!

It’s easy to set up a Product Ad Extension. But before you get too excited, to implement this you will need –

  • x1 Google Merchant Centre Account populated with a data feed (with no nasty errors)
  • x1 AdWords Account
  • x1 loo roll tube*
  • Tubes of glitter in a variety of colours*

* optional

Step 1: Link those accounts

First things first; log into the Merchant Centre and link this to your AdWords Account. You will need your AdWords ID to do this.

If you don’t have an AdWords Account yet – don’t worry, just select option 1 to create an account.

Step 2: Select the campaign that you want the extension to appear on

 Once you have a campaign set up, with keywords, ad copy and targeting, you will then need to click on the Ad extensions tab.

Then set the View: drop down to Product Extensions, and add a new extension.

To ensure that you are only showing products relevant to the campaign, you will need to create a new extension, and set up a filter. You will need to use the validate tool to confirm that the data matches the Merchant Centre data feed, or your extension will not work! Then save the campaign, and repeat for any other campaigns eligible for Product Ad Extensions as necessary.

Step 3: Have a rest and pretend to be a pirate by looking through the end of a loo roll tube, or make an awesome glitter picture on a colleague’s desk to brighten their day

 It can take up to 48 hours for Google to start showing your product ad extensions, so relax and have a biscuit. You’ve earned it.





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