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EcommerceBytes-NewsFlash, Number 2938 - November 19, 2012 - ISSN 1539-5065    5 of 5

Google Shops Abroad With Product Listing Ads

By David A. Utter
November 19, 2012

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Google began reaching for new borders earlier in the year, as the company moved the US version of Google Product Search over to the Product Listing Ads platform. Doing this gave searchers access to products available from over one hundred thousand online sellers participating in the then-newly dubbed Google Shopping.

While online merchants lost free traffic, the experiment met with satisfaction at Google. More retailers joined up and Google responded with several improvements to make Product Listing Ads an effective option for those participants.

The level of success gave Google confidence to announce the international debut of Product Listing Ads beyond US borders. This will make Google Shopping available in several new markets: the United Kingdom, Germany, France, Japan, Italy, Spain, Netherlands, Brazil, Australia and Switzerland.

These Product Listing Ads permit the ecommerce advertiser to have richer product information appear when specific product ads are generated in response to someone's Google search. Google visitors who observed small images, product names, and prices on a search result page have seen Product Listing Ads in action.

Google plans a measured pace for this rollout, as Sameer Samat, Vice President of Product Management at Google, disclosed at the Inside AdWords blog:

"The first major change will take place on February 13, 2013, when visually cleaner results for shopping queries, including some new commercial formats on Google.com that will display products in a single unit, will replace current search results. These new commercial formats will be labeled as "Sponsored" and appear in the space currently occupied by AdWords ads."

"These visually cleaner results for shopping queries will enable shoppers to refine a search by brand or price, and feature larger product images to provide a better sense of a product’s attributes. Starting today, we’ll begin testing this new format for a small percentage of searches."

"The transition to the commercial model will be complete by the end of Q2 2013."

Ecommerce pros will work with Product Listing Ads through the Google Merchant Center, with a linked AdWords account. Once linked, the advertiser can begin the process of creating a new campaign for those ads, or modifying an existing campaign with new Product Listing Ads.

About the Author
David A. Utter is a freelance writer based in Lexington, KY. Find him on Twitter @davidautter and on LinkedIn.

About the author:

David A. Utter is a freelance writer based in Lexington, KY. He has covered technology topics from search to security to online business and has been quoted in places like ZDNet and BusinessWeek. He considers his appearance on NPR's "All Things Considered" with long-time host Robert Siegel a delightful highlight. Send your tips to media@davidautter.com and find him on Twitter @davidautter and on LinkedIn.

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