Google’s New AdWords Strategy: Ads In Suggested Search

Google has pretty much perfected the instant search feature and has more than enough data to make a decent attempt at guessing what you’re going to search for. So when you combine it with advertising, you get ‘Search As You Type,’ an AdWords feature that offers you search suggestions alongside keyword activated ads.

Now, Google Commerce Search is bringing this feature to the masses as it’s now offering AdWords users the opportunity to include search advertisements on their site. When consumers use the Google search bar on a retailer’s site, typing in search terms will also present them with items and product that is relevant to their search, making discovery easier and faster. Presented as a stand-alone feature, the pilot is currently available to US-based advertisers for free, although if a merchant gets more than 25 million searches annually, licensing fees would then apply.

Google claims that the feature is simple to implement and will help increase sales and conversion rates on merchant websites, and is one of many steps the company is taken to help develop online retail. Google Shopping’s Product Management Direct Jennifer Dulski writes in a blog post:

“Search As You Type uses Google’s predictive suggestions and instant product results to enhance a merchant’s existing website search functionality. When shoppers type a search query into a merchant’s site, Search As You Type shows them product suggestions and photos, making it faster and easier for people to spot the product they’re looking for and click through to make a purchase.”

Google says that it plans to expand the pilot over the coming months to include more online retailers and, more than likely, territories outside the U.S. It’s hard to say how lucrative this will be for Google, but considering that billions of search terms are entered into Google every day and the majority of commerce sites use Google search within their site, this could be another revenue stream for the social media site.

Further information about the pilot can be found here, and those interested in participating in the pilot can fill out the form here.

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