Google Product Listing Ads are now being offered to all advertisers over the coming week. They are a way for advertisers to give Google a feed of products, have images of those products appear in the ads, and to pay on a cost-per-acquisition basis.
Google has been offering the ads since last year, in a closed beta test involving about 800 advertisers. Now, anyone will be able to take part in the program. Advertisers see the option appearing within their accounts, some beginning today and everyone should have it by the end of the week.
The company expanded how often they appeared toward the end of last year. The ads are especially notable in that they show images of products. In the example below, you can see “traditional” AdWords that lack images at the top, while the arrow points to the new format:
In a roundtable discussion with the press today at Google, where I’m currently at, Google provided an update about the ads. Some highlights:
Important point: only “managed advertisers,” larger accounts with ad reps, can bid on a CPA basis. Otherwise, they have to pay on a CPC basis.
Postscript: Here’s the Google blog post and here’s a video that shows how Product Ads work:
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