Google’s recent Smartphone User Study found that 79% of smartphone consumers use their phones to help with shopping activities. To help advertisers meet these key mobile shopper needs, Google today introduced two desktop ad formats to the mobile platform: Product Extension Ads and Product Local Ads.
“Together these ad formats can help you build a strong cross-channel strategy. At this time both ad formats are available in the US, UK, Germany and France on mobile devices with full Internet browsers,” Google announced.
- Product Extension Ads enable you to easily display relevant product images and details directly in your mobile search ads. Product Extension Ads are enabled by linking your Google Merchant Center account to your AdWords campaign. When your mobile search ad appears, and your GMC account contains products relevant to the searcher’s query, Product Extensions show the product images, titles, and prices of your products in a plusbox under your ad.
- Product Local Ads show the actual availability of products in local stores along with the product image and price all within the mobile ad. Now advertisers can better show what they’ve in-stock to users who’re nearby and ready to buy their products.
Product Local Ads are eligible to show based on location signals such as as local search queries and device location which users opt-in to share. Currently available as a limited beta, Product Local Ads require you to submit your local product inventory data to Google through a GMC account and submit your business information to Google through a Google Places account.
For instructions how to link your GMC account with AdWords campaigns to take advantage of these ad formats, please review this Help Center article.
[Source: Mobile Ads blog]