Integrating Google Ad Words and Google Product Search

There have been a lot of changes to Google programs since the end of 2009, and keeping things straight is harder than ever. In a nutshell, Google has been very busy taking their Google AdWords program and merging it with the data being provided through Google Product Search. This has led to the launch of the very eye catching Google Product Ad Listings, and the long tested Google Product Extensions. For this post, let’s take a look at one of the least understood components of this system, how Google Product Extensions work with Google Product Search data.

Product Extensions Keyword Targeting

Google Product Extensions can be activated by a merchant through their Google AdWords account. However, how can a merchant control what is being listed? Currently Google takes an educated guess based on the product content available. For example, if  a consumer does a search for ‘jeans’, Google will use the product data available to populate product listings in the product extensions as seen to the left.

So how can a merchant control this? Well, they can’t totally, but they can heavily influence what is happening by using the “adwords_prefer_for_query” attribute available in their Google Product Search feed. By adding this attribute to all products, and then adding the keyword ‘jeans’ in this example on targeted products, a merchant can instruct Google they want particular products to be found for particular searches. Essentially this takes some of the guess work off Google’s plate and allows product extensions to be better targeted from the merchant side.

Google Product Extensions Tracking

Google also offers additional attributes to help in the tracking where Product Search and AdWords overlap. Currently the product links from an extension ad will default to the links provide by Google Product Search NOT the Google AdWords link. So, by clicking on the products in this Lucky Brand Jeans ad, the link activated will actually be the Google Product Search provided product URL. To better track this ad, additional attributes can be added in the product feed. The ‘adwords_queryparam’ attribute can be used to provide additional tracking parameters to be appended onto the Product Search URL. Or, if a completely different link should be used, then Google can be told to use a redirect link via the “adwords_redirect” attribute. For merchants looking to differentiate the two programs, this will greatly help in tracking the effectiveness of these ads and manipulating to get better performance.

To review these parameters and Google’s overview, visit Updating Merchant Center accounts with product extensions attributes.

May 3rd, 2010