Archive for April, 2011

Product Extensions Drive AdWord Conversions

google-product-extensions

We’re always trying to find ways to increase conversions from AdWords, and here’s a great one. You can expand your AdWords listing with extremely specific merchandise information by enabling what Google calls “product extensions”. As you can see from the photo, when I search for “order soccer trophies online” I get the expected collection of ads down the right side of Google, but Dinn Trophy has enabled product extensions, so their ad stands out in the crowd. They’re paying the same CPC (cost-per-click) regardless of whether a user clicks on the main text or any of the specific offers within the product list.

So how do you get this working? This article from Google walks you through it. You need to be using Google Merchant Center, but you’re already doing that, right? :)

Bring Your Home Page into Focus

Good Home page design requires a strong focal point for the page. When a customer looks at the page, there should be one primary message (usually including a bold image) that jumps out. This should speak to the customer’s reason for coming to your site. It should emphasize best sellers, new products, or a current promotion that entices the customer to click and shop.

It can be difficult to select one message to put in that spot. Ah, but there is a solution. You can actually put a few (2-4) important messages in front of the customer with the use of rotating hero images at the top of the Home page. This is a very effective way to get your hottest promotion AND your new product line AND a best seller or best selling category with a big, bold splash right across the top of the page. If the customer clicks before they’ve seen all the rotating images, well, they clicked in and that is the goal! So, get focused and give rotating hero images a try.