share tweet share pin it e-mail share Google has opened up its shopping ads to external providers and there is greatly increased competition for product ads. Around one third of ads in the British, German and French search results are provided by external services, Searchmetrics’ 2018 Google Shopping Study reveals. However, traditional product and price comparison portals are hardly found in these ads. Most are occupied by marketing agencies who bid for ads on behalf of online shops. Now, several large comparison sites, including Idealo and Comparado, have made a complaint to the European Commission. Their position is that Google Shopping’s distribution of ads is no fairer than before and they demand that the EU take further measures against Google. Shopping Study 2018 Google Shopping today: The competitive landscape In June 2017, the European Commission found that Google had been abusing its market dominance in the area of shopping ads, and … [Read more...] about Google Shopping 2018: Fake Competition?
Google shopping optimization
Ever since Google Shopping transitioned into a monetized service last year, marketers have been looking for ways to get the most out of it. After all, the service is making quite a name for itself. In fact, in the fourth quarter of 2012, Google Shopping sent 96 percent more traffic to sellers compared to Amazon Product Ads. For some marketers, the approach to Google Shopping is to treat it like any other comparison shopping engine (CSE). While Google Shopping is a CSE, it also acts a lot like paid search. This makes sense when you consider how seamlessly consumers can flip back and forth between search, shopping, and product listing ads within Google. It’s not uncommon to see clicks start in one of these channels and then lead to a conversion in another. Because of this close interaction, you can be successful in Google Shopping by applying many of today’s proven paid search strategies, yet not all of them will work. With this in mind, here are three key points to know … [Read more...] about Five Ways to Improve Google Shopping Results
share tweet share pin it e-mail share In September 2017, Google responded to the European Commission’s allegations of market manipulation by implementing major changes to its shopping service. But how much has Google Shopping really opened up the market? Following up on our analysis of Google Shopping and its competitors from before these changes, this report analyzes the new-look Google Shopping in two of the largest European markets: Germany and the United Kingdom. Other companies can now bid for product listing ad (PLAs) places but 99.6% of all PLAs in the UK are still “By Google.” As the changes case This report looks at the following questions: What changes has Google made to its shopping service? How are Google Shopping’s competitors performing in organic search? How visible are Google Shopping’s competitors in the new-look Shopping Units? Have all eCommerce sectors been affected in the same way? How Google Shopping … [Read more...] about Google Shopping: What has changed?
With the holidays just around the corner, now is the best time to expand your product advertising in e-commerce, which includes Google Shopping campaigns. According to RKG’s Digital Marketing Report, these types of product listing ads consistently demonstrate improved conversion rates over other forms of ads, such as text ads in search. Unfortunately, as the popularity of Google Shopping ads increases, so do costs per click. That means you’ll need to focus more on the setup and optimization of your campaigns to ensure they remain profitable while still targeting the right audience. Although product listing ads lack the option of traditional keyword targeting, they can still be optimized to help you maximize your ad campaign’s performance. In this post, I’ll show you the five best ways to ramp up your returns in Google Shopping ad campaigns. 1. Master the Feed to Google Everything in your shopping ads is fed to Google. You start out with Google crawling your … [Read more...] about 5 Steps to Launching a Profitable Google Shopping Ad Campaign
I’m a big fan of Google Shopping. As a user, it provides an easy-to-use platform for comparing products and prices at a glance. Instead of clicking through to eight different websites to find the item I want at the right price, I could make my choice before I even leave the search results page. Shopping campaigns are invaluable for any e-commerce retailer. At my employer (Periscopix, a Merkle Company), we consistently see them outperform generic search in terms of revenue and cost of sales. Shopping campaigns have taken many shapes over the years, as Google has responded to demand and made improvements. Many of you may remember Product Listing Ad (PLA) campaigns, Shopping’s previous incarnation. While creating a campaign structure based on your feed was possible, it certainly wasn’t as simple and intuitive as it became when Shopping campaigns were launched in spring 2014. Also, a brand-new feature was the ability to use campaign priority settings in order to … [Read more...] about Get Your Priorities Straight: Structuring Google Shopping Campaigns