Fun With Paid Search Ad Extensions

Ad extensions. What a time to be alive and managing a retail paid search program, eh? We now have six manual AdWords ad extensions at our disposal (in addition to six of the automated variety) and some form of ad extension usage is recommended for virtually any retailer. Ad extensions carry the obvious benefit of making your text ads bigger and more eye-catching, but they also benefit your program by boosting ad rank, improving relevance to shoppers and, consequently, boosting traffic to your site. And, if you succeed at tailoring your ad extensions to specific query intent, you will earn more qualified, higher-converting traffic

A few thoughts…

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Introducing Facebook Dynamic Product Ads

So you’ve got a great shopping experience on your webstore: a navigable, clean storefront; beautiful product pages; lightning-quick response time, and a shopping cart that just begs to have items dropped in it. But what about all the shoppers getting just to the brink of purchase and then, for whatever reason, falling out of the conversion funnel? An estimated 71% of shopping carts are abandoned, leaving trillions of revenue dollars on the table. Retargeting is a great way for retailers to recapture would-be conversions while their product offerings are still fresh in the minds of online shoppers.

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Facebook has already capitalized on its large user base to offer retargeting ads via 3rd party providers through Facebook Exchange (FBX). Facebook is now improving upon their retargeting offering and making it more retailer-friendly with their launch of Dynamic Product Ads.

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Bing Product Ads Bulks Up

Let’s be clear: Bing Product Ads is still the (much) smaller brother to Google Shopping. Bing Shopping has been the kid that dreams big and does his best to follow his big bro’s lead, but is just too small to make the varsity squad.

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Bing Product Ads will never be Google Shopping, we’re not making that claim. However, Bing Shopping is showing some fight – making moves to get out of big bro’s shadow and growing enough to stand toe to toe with other referral ad programs.

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