In the ever-changing search landscape it’s crucial not only to be on top of new features, but also to understand their effect on overall performance.
When Google Shopping exploded in 2012, advertisers’ main focus was just to enter the space. Now that the majority of companies out there have experience in the channel, we are starting to understand not only how Shopping performs, but how much of an impact it can have on overall performance in SERPs.
Positive impacts of serving text and Shopping ads together:
- Brand Awareness – Occupying the top position in the search results and 1 or more PLA ads increases total above-the-fold real estate for your brand, pushing out opportunities for competitors. It also supplies additional eyes in multiple places in the SERPs to generate brand awareness which leads to an increase in brand traffic.
- Consistent Messaging – Specifically, promo messaging in text ads or sitelinks can match special offers displayed in PLAs. This consistency displays a more trustworthy experience for the consumer, in turn, could results in increased sales for a particular promotion.