Google checkout and minimum bids.
So, google checkout has really taken off in recent months, with large companies such as Vodafone using the conversion option - probably because it has been found that the Google Checkout image next to your PPC ad is a good way to increase click through rates, and thus improve the quality score and performance of your campaign.
But is there a downside? There always is with Google, in some form or another. In the United States retailers found that Google had increased the minimum bid prices for top converting terms shortly after Google Checkout was released. Essentially, this means that Google used google checkout data to discover the margins being made on the conversions passing through certain keywords. Armed with this information, they knew exactly how much blood they could squeeze out of the proverbial stone.
The moral of the story is- if you have already seen the impact of Google checkout on your keywords, and you want to integrate it into your online retailer, then it is a quick way to increase performance in your campaign.
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