Google Shopping and how to capitalize on your new storefront

Google Shopping has grown in importance in search results, which is not surprising given the appeal of image ads and mobile-friendly experience.

Advertisers appreciated the extremely high conversion rates generated by the natural filtration of purchase ads. Much like an offline shopping experience, a customer can decide if they like an item (and the price) before the click occurs.

As Shopping results have matured, higher conversion rates have naturally led to as the market clears, but it is only recently that Google announced a reduction on clicks purchased through another comparison provider within Google Shopping Results.

Obviously, Shopping presents a huge opportunity for manydigital retailers. But when you step back, there's another reason brands should focus on this channel.

In addition to having high conversion rates, as they filter clicks from disinterested. users , Shopping results are a great way to drive the surfing behavior of a better qualified audience higher up the funnel.

The results act as a showcase on your site, drawing in the right kind of customer. Normally traffic without converting is considered low value, but suddenly with Shopping that traffic is more targeted and therefore users are more likely to re-engage later or through a different channel.

When creating attribution models for customers, we noticed that Shopping often performs best when seen on a first cli model ck. This strongly supports the idea that Shopping offers an inspiration-based conversion path, attracting users to your site for the first time, when they've usually gone with another competitor in the market.

Traditional search ads tend to compete on discounts and delivery messages, which don't match the appeal of the product that you can convey in well-optimized Shopping ads and campaigns .

So how can advertisers take advantage of this opportunity?

The path to Shopping success can be divided into three stages: create, improve and optimize.

At the heart of any good Shopping campaign is creating a Detailed Shopping Flow . Without it, it will be almost impossible to compete effectively. This task can be tricky without the right technical expertise, but there are many specialist third parties that can help. AOnce the feed is in good shape, creating a basic structure using the low, medium, and high priority settings allows advertisers to focus on the top performing keywords and separate the brand and non-searches for brands.

Second, advertisers can drive more clicks and increase conversion rates by improving campaigns . What is crucial here is the sharing of data and information from traditional text ad campaigns. How can you customize product titles and deions based on what works well in text ads? Additional feeds are useful here, allowing you to make changes on the fly, without changing the main feed. You can also introduce a sales message like this.

Resources

Analytics The Ultimate Guide to Forum Link Building in 2020

Analytics Top 5 SEO Mistakes

Development Improved SEO and developer relationships

Analytics How To Do An Online Competitor Analysis

Finally, how can you differentiate yourself from the competition and optimize effectively ? it is worth thinking about what should be conveyed in a Shopping ad that does not appear in the picture, such as high end materialme or a high number of threads. Always keep in mind that Shopping is a numbers game and there has to be a clear correlation between cost per click and return.

Where the point of optimization gets really interesting is if an advertiser has all the stores as well as the e-commerce sites. There are other gains to be made here with the store visit tracking showing extremely solid results. A user 's propensity to click on a Shopping result and then visit the actual store is very high.

Obviously, Google Shopping results are the new storefronts, attracting qualified visits to both an advertiser's website and physical stores, and that capitalization on Shopping offers advertisers value beyond the return on investment of the last click.

Find out more:

• e-commerce
• Google Shopping