Increasing User Engagement, Click-Through & Conversions with Google AdWords Plus Box

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Increasing User Engagement, Click-Through & Conversions with Google AdWords Plus Box


Posted by Jeff Licciardi, Account Manager

What’s Plus Box?  One Piece of the SERP of the Future
Google is currently testing the new Google AdWords Product Plus Box.  Plus Box provides more specific product detail—such as images, price, and product specifications—right on the Google search results page (SERP).  Consumers can see this information by expanding the Plus Box by clicking the “+” sign in many paid search ads.  The consumer can then learn more about the product before clicking on the ad.  The expanded plus box product information comes from Google Base.  Below is an example:

Plus   

Plus Box in Action
For a specific retail client’s product campaign, Performics saw less than 10% of paid search ads showing the product Plus Box in February 2010.  We saw significant rises in click-through rates (CTRs) for Plus Box ads.  For instance, ads displaying the Plus Box for a generic keyword saw a 630% increase in click-through versus ads not displaying the Plus Box.  Additionally, once the user clicked to expand the Plus Box, CTR increased 3000+% versus non-Plus Box ads.  For a brand keyword, we saw a 110% CTR increase when the Plus Box was displayed and a 2000+% CTR increase when the Plus Box was clicked.  This CTR increase led to an increase in conversions.  In fact, Plus Box conversions accounted for 46% of total conversions for the advertiser in February.  Thus, less than 10% of paid search impressions—the impressions that incorporated the Plus Box—accounted for nearly half of revenue.

Due to the success of the Plus Box ads, Performics is now working to increase the number of ads that show the Plus Box through feed based optimizations and including additional products in the feed.  As the SERP becomes more visual and incorporates more product information, AdWords Plus Box is an opportunity for advertisers to catch the eye of their consumers, drive more clicks, and sell more product.


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