April 5, 2016 by Twenga
In this series of videos, Rupesh Sharma – Director of Client Services at Twenga Solutions and SEM expert – explains how to succeed on Google Shopping through several key themes: The basics of Product Listing Ads, the rising popularity of Google Shopping for traffic acquisition and how some of the features in Google Shopping can be used to support acquisition. Rupesh also goes on to explain his 3 predictions for the future of Product Listing Ads and the outlook of the platform in 2016.
Video 1: Google Shopping – Get to know this powerful traffic acquisition tool
Google Shopping is a service offered by Google that allows users to compare products between online vendors. Formerly a free service, it became paying in 2012 when the platform was rebranded as Google Shopping.
Today Google Shopping allows online retailers to list their products using a cost-per-click model at the product and category levels, which differs from AdWords, which allows merchants to bid on keywords. Like other Google advertising programs, the higher the bid, the higher the chance of ranking in search results, though product relevancy and Google’s special Shopping algorithm also come into play.
The platform has seen a surge in popularity in recent years – Adobe claims that in 2014 alone, Google Shopping saw a 47% increase in ad spend growth and we can expect this to increase even further over the next few years.
The rise of Google Shopping can be explained in 2 parts. First, the visual nature of Google Shopping ads means that the transition from AdWords to Google Shopping was a fairly obvious choice for e-retailers. Unlike text-based ads, Google shopping adverts allow retailers to serve ads with a product image, name, pricing and some promotional text, which when taken together, makes them much better adapted to Ecommerce.
Reach potential is the second important factor for e-retailers. The fact that bids are based on categories rather than keywords means that products can appear across multiple search queries. It is also worth noting that for broad searches, multiple products from the same retailer can be displayed, allowing them to essentially monopolise certain queries. Of course, all of these factors are huge advantages for search marketers and naturally encourage them to focus on Google Shopping as a preferred channel.
Please see also our other two videos:
- Video 2: Google Shopping – Top features that support acquisition
- Video 3: Google Shopping – How can you improve traffic acquisition
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