Although merchant promotions appear very similar to the short-lived offer ext...

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Extensions for PLAs is a logical shift before the widespread release of Google’s long-anticipated “Buy Button.” The addition of free, automated extensions is a great way to make Shopping ads more prominent and appealing to prospects, and encourages people to click on them. This is exactly the kind of user behavior Google wants to encourage before the new purchase on Google option becomes widely available in the near future. Downsides of Automated Extensions for Shopping Ads For the most part, automated extensions are a win-win for everyone. That said, there are a few drawbacks that advertisers should be aware of.

Firstly, it’s not yet clear how Google will determine which Shopping ads will display the new extensions, or how these IT Numbers ads will be selected. If it turns out that a majority of Shopping ads will feature the extensions, users could become “numb” to them, which will reduce their overall effectiveness – something Google definitely won’t want. Automated Shopping Extensions Wheres Waldo It’s important to stand out on the SERP. Something else to think about is that this feature could be highly detrimental to smaller retailers that don’t offer free shipping or rarely adjust their prices. Without these offers, smaller retailers could miss out to the big boys who can compete more aggressively, as their ads will be smaller and less flashy.





What Can You Do to Differentiate Yourself Right Now? One of the first things you can do to set yourself apart from the competition is look at what your competitors are doing. If other businesses in your space are offering free shipping or price reductions, think about whether you can match these offers. If you can’t offer permanent discounts, consider adjusting your prices on a regular basis to at least create the illusion of price drops during peak shopping periods. Enroll in Merchant Promotions Something else you can do is enroll in merchant promotions to provide even more compelling offers to potential customers. that were retired after just a year, merchant promotions are catered specifically to online consumers.