This holiday season, clever retailers can expand their reach to more qualified consumers than ever before with Shopping Product Listing Ads in the Google Partner Network.
In the wake of Product Listing Ads’ success, and with advertisers looking for more ways to expand their product offerings to relevant, qualified consumers, Google is testing the expansion of product offerings with select retail and ecommerce publishers this holiday season.
What Are Shopping Product Listing Ads on the Google Partner Network?
According to Google AdWords, Shopping Product Listing Ads will “show alongside contextually relevant results, determined by the user’s search, the product category, or the product name. For example, if you sell tailgating grills on Google Shopping and a user searches tailgating grill on a retail partner’s site, your Product Listing Ads may be eligible to appear” when opted into the Search Partners Network.
How to Enable the AdWords Search Partner Network
Taking advantage of the additional reach that the Google Partner Network provides this holiday season is as easy as flipping a switch for advertisers. In your Shopping product listing campaign, select “Include search partners” under the “Networks” setting. Google will then begin serving your ads in their limited Search Partners Network. Ta-da!
How to Optimize the AdWords Search Partner Network
As data is collected, advertisers can evaluate results on the fly to make actionable decisions – which shopping campaigns should use this program’s approach, and which should opt out by using the Segment reporting functionality in the campaign and ad groups reporting tabs?
Remember to always analyze the data based on your outlined holiday business objectives (ROAS, CPA, etc.), but keep in mind how these types of ad units can affect impression, and click-assisted conversions. In some cases, you will want to unselect search partner performance while in others, as show below, this expanded offering tactic can increase your holiday sales.
Make sure you check out Add3’s Insight Blog for even more ideas on how to make SEM the gift that keeps on giving this holiday season!