At the Search Marketing Expo Advanced, Google announced new Google AdWords features. These features include expansion of affiliate location extensions, competitive pricing insights, and updates on Google Shopping Actions program.
Below are the new Google AdWords features announced at SMX Advanced 2018:
- EXPANSION OF AFFILIATE LOCATION EXTENSIONS TO YOUTUBE
- MOBILE FRIENDLY LOCAL CATALOG ADS ON DISPLAY NETWORK
- LOCAL FEED PARTNERSHIP PROGRAM
- PRICE BENCHMARKS FOR GOOGLE SHOPPING/ PRODUCT LISTING ADS
- STATUS REPORT OF GOOGLE SHOPPING ACTIONS
Expansion of Affiliate Location Extensions to YouTube
Affiliate Location Extensions help manufacturers and marketers show retails stores that sell their products to users on Google. This extension was available for Search and Display campaigns earlier. But now, affiliate location extensions can also be seen on YouTube. Yes, you can use these extensions with TrueView in-stream ads and bumper ads to target users on YouTube.
When users click on affiliate location extensions, they see a map with highlights of all the stores where your products are available. See image below.
Not just that, you can also measure in-store visits using affiliate location extensions if these ads accumulate enough data. Moreover, Google suggests an increased CTR of 15% or more for YouTube ads that have affiliate location extensions.
Learn more about AdWords ad extensions.Section 2
Mobile friendly Local Catalog Ads on Display Network
Google announced that by the end of June, advertisers would be able to use Local Catalog Ads. Local Catalog Ads are interactive mobile-friendly ads that consist of a “hero image” and cards with your products details.
The hero image is a header image or a cover image. The cards are made up of a product picture, price and availability (in-stock). Users can scroll through the ads with ease. See image below.
Google ran beta tests for Local Catalog Ads with different advertisers, and they published reports of French appliance retailer Boulanger. The results are promising.
Boulanger ran a promotional event for Spring 2018. And what better than testing a Google product that promises user engagement and sales? So they used local catalog ads.
Boulanger featured a lively lifestyle “hero image,” a message embracing the season and products curated thoughtfully for local in-store promotion.
This campaign resulted in more than 20 thousand store visits and 42x ROAS for Boulanger.
Learn more about Store visit Conversions.
“This new format (Local Catalog Ads) can complement your traditional print campaigns — including catalogs, flyers and circulars — with the added audience and measurement benefits of digital ads,” says Surojit Chatterjee during the new Google AdWords Features announcement at the SMX Advanced.Section 3
Local Feed Partnership Program
Local inventory feeds are mandatory for advertisers who run local inventory ads and local catalog ads. And as we are all well aware, setting up local inventory feeds is a bit of a task.
To ease the strain, Google announced the launch of a new Local Feed Partnership Program as a part of new Google AdWords features.
“The new program allows point-of-sale or inventory data providers, like Cayan, Pointy, Linx and yReceipts, to provide sales and inventory data to Google on behalf of merchants, so they don’t have to create their own local product feeds,” says Surojit Chatterjee during the new Google AdWords Features announcement at the SMX Advanced.
Not just that, retailers can show their local products inventory on “See What’s In Store” feature for free. This feature is available on the search knowledge panel. See image below.
Price Benchmarks for Google Shopping/ Product Listing Ads
We all understand that the price of products has an impact on how well they sell. Often, we might be offering the best prices, yet, shoppers might see it as expensive. The way around here is when users get to compare the prices of products from different retailers.
Google announced the launch of product price benchmarks as one of the new Google AdWords features at SMX.
Price benchmarks show you how other sellers are pricing the same products. These pricing insights can help you adjust your bidding strategies, product pricing and also to understand how your product performance fluctuates as competitor pricing changes. Price benchmarks will be available for advertisers on AdWords reports very soon.
Status Report of Google Shopping Actions
Surojit Chatterjee also shared a report on Google Shopping Actions along with new Google AdWords Features at SMX Advanced. Google launched Google Shopping Actions in March. Shopping Actions help shoppers make purchases when they are on Google platforms like Google Search, Google Assistant or voice device Google Home. See image below.
Google shared an interest form through which retailers can join Shopping Actions program. While many thousands of retailers showed enthusiasm, only 70 are live at the moment. Google is still testing the platform.
However, data suggests that advertisers see an increase in total clicks and conversions at a lower cost-per-click and cost-per-conversion after joining Google Shopping Actions. Google compiled this data from February to June 2018. Not just that, Google Shopping Ads are tending in 2018 already.
To summarize, new Google AdWords features introduced at SMX Advanced on 11th June are as follows:
- Affiliate Location Extension on YouTube, Local Catalog Ads, and Local Feed Partnership Program help you highlight your physical location to direct customers to your brick-and-mortar stores.
- Price Benchmarks provide competitive pricing insights using which you can adjust your bids, strategize your product pricing and understand your product performance trends concerning competitor pricing patterns.
- The report on Google Shopping Actions suggests that advertisers have seen better conversions and clicks at reduced costs.