Adwords PPC & Google Merchant Center link

Google Merchant Center is the latest incarnation of what was formerly known as Google Base. This was a service whereby e-commerce merchants selling products could supply a product feed to Google. When an appropriate search was made, Google would supply product, price & merchant results collectively known as Shopping results in addition to all its other results - below is an example for an iPod Nano  -

Google has recently taken this a step further though and allowed merchants to link their product feed to their PPC Adwords results. There appears to be little control over an optimisation of this link, but in practice it will certainly lift your CTR for any ads getting this assistance. Heres an example below -

To enable this link (assuming you have a Google Merchant Center account) simply navigate to the following section, add your Merchant ID and enable.