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This article was published on September 9, 2014

Google is pushing product ads to third-party e-commerce sites for more ‘contextually relevant results’

Google is pushing product ads to third-party e-commerce sites for more ‘contextually relevant results’
Paul Sawers
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Paul Sawers

Paul Sawers was a reporter with The Next Web in various roles from May 2011 to November 2014. Follow Paul on Twitter: @psawers or check h Paul Sawers was a reporter with The Next Web in various roles from May 2011 to November 2014. Follow Paul on Twitter: @psawers or check him out on Google+.

With Shopping Campaigns, Google lets merchants organize their online product inventory within AdWords, helping them create customized campaigns replete with tools to track a campaign’s performance. Now, the internet giant is inviting retailers to opt their campaigns directly into Google’s e-commerce partners’ own search results on their own sites.

In real terms, this means merchants can have their own Product Listing Ads (PLAs) show up when a consumer is seeking for similar items on e-commerce sites across Google’s Search Network, which include heavyweights such as Walmart, as part of its new AdSense for Shopping.

So basically a PLA can now “show alongside contextually relevant results, determined by the user’s search, the product category or the product name,” as Google puts it. In effect, this hugely extends retailers’ reach beyond that of Google.com or Google Shopping.

For example, if someone is searching for a BBQ grill on Walmart, they may now also be served with additional options from third-party merchants (see bottom left) during the actual search.

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AdSense for Shopping is restricted to a limited number of companies for now, with interested parties being invited to apply by completing this form.