Google Searchers always scan results for relevance before doing anything else. That’s why keyword match-up is so important in the headline — because if the seacher doesn’t find that instant signaling of relevance in your headline, she won’t ever read past that.

 

And this scanning behavior is one reason why image extensions, in the form of Product Listing Ads, are so compelling. If you’re not familiar with PLAs, Google uses them to allow e-tailers to include product images, price, and merchant name in a newer Ad Words format, replacing the regular text-only PPC ad format. They look something like this:

 

PPC tips
And as you might guess, the inclusion of images makes scanning for relevance extremely easy whenever a search is for a specific product.

 

This example image was, in fact, taken from a search for “Bonavita Coffee Maker” and you could see how these results would very quickly allow me to distinguish between themal and glass caraffes, and also to compare prices amongst e-tailers.

 

So why am I telling you all this? Two reasons:

 

  1. Our good friends at AdGooroo have recently compiled some very interesting data tracking the top e-tailers use of PLAs, which anyone involved in PPC Advertising would be well-advised to read, and
  2. BoostCTR has significant experience in optimizing image-based ads from our work with Facebook Ad Optimization and we expect to be adding PLA-opimization to our list of services in the very near future.

In other words, we’ve long been advocates of PPC Optimization, and we believe that PLAs just might represent a huge opportunity for impoving your paid search results. If you haven’t experimented with PLAs or other image extension opportunitues before now, you should storngly consider doing so.

 

And if you do find PLAs to offer a stronger ROI for your PPC Ad Dollar, then keep an eye out for BoostCTR to soon offer our optimization services for your PLA and image extension ads.

 

In the meantime, go read AdGooroo’s research over at Search Engine Land