As many advertisers are probably now aware Google have been testing a new set of functionality within the paid search ads whereby products associated with an advertiser can be retrieved via clicking on a plus icon next to the paid search ads – refered to (you will be amazed to know) as the Google Plus Box. Currently this is in beta in the UK, and was in the US until recently however I understand this has now been pulled.
On entry, paid search ads which incorporate Google plus box results, show as normal bar a + icon and link to click for the enhanced results. Users clicking on this link will then be presenting with around three results taken from the advertiser, which have a significant impact on browser experience and obviously the impact of any organic results which may be appearing on the page as a result.
So how do you optimise for these results. As you may know Google Product results are often ‘populated’ by XML feeds from Google Base.
1) Have a high quality Google Base Feed (and obviously remember to submit it). Make sure this is accurate, comprehensive thus ensuring you have current prices, no out of stock items, real images etc)
2) Within your paid search campaign, ensure you have a range of product related terms, not just brand, core generic and long tail terms. Google Plus box results often appear on these types and terms, and above all are likely to be far more successful in terms of conversion.
3) Use analytics such as GA to measure your conversions on product pages. By doing so you can focus your attention on those keywords that really drive you the conversion/visibility.
4) Make sure your campaign receives a lot of search impressions. IF your campaign is not receiving a high volume of impressions, it is unlikely you will get much traction from this.
I would add to conclude, this has already been stopped in the US, and one would suggest that it is only a matter of time before this is stopped in the UK (although knowing Google it is likely this will be back at some point in the future. Thus I would suggest any work on this should be considered, however with Google Product results already incorporated into main blended (product-related) searches and thus this is really an extention of any Base related optimisation.