UPDATE: May 31, 2012 7PM. See update regarding this post Major Changes Coming to Google Shopping This Fall. While Google Shopping has undergone a number of name changes over the years (Froogle, Google Base, Google Product Search), one thing remains constant – it remains a terrific way for internet marketers to drive free qualified traffic to eCommerce storefronts. Our recent study of the top ten CSEs reveals that Google Shopping produced more revenue for merchants than its competitors for the last six quarters. Here are a few tricks and strategies that can help you optimize and manage your Google Shopping data feed to maximize the amount of free traffic your website receives from the platform. 1). Use optimized descriptions, categories, page titles and other attributes. Google loves rich data. That’s a no-brainer. The following elements should always be included in your Google Shopping Data Feed when possible: Shipping costs. Shopping online can be expensive for … [Read more...] about 4 Optimization Tips That Will Improve Your Google Shopping Campaigns
Google shopping tracking
Let it never be said that Google will not give every ounce of effort to beat out the competition when it comes to the field of technology. Wary of Apple’s iPhone and iOS, Google not only developed their own Nexus smartphones but also developed the wildly popular Android OS. Google’s search engine remains the most popular site of its kind in the U.S. and around the globe, despite numerous challengers. Not wanting to be left behind in any field, Google made alterations to its online shopping engine after Q2 of 2012 and the results show the move paid off big time. When comparison shopping data was collected by CPC Strategy, a comparison shopping agency, for 2012 it was discovered that Google had pulled off an impressive coup by overcoming Amazon Product Ads in a short amount of time. The results showed that Google Shopping sent 120% more customers to advertisers and was 32.7% more cost effective than Amazon Product Ads. What Changed? At the start of Q3 2012, Google made a … [Read more...] about Google Shopping Bests Amazon at its Own Game
With the amount of news we read each day about Google, the words “Google” and “secret” are rarely thought of together. Yet, one of the best-kept “secrets” for creating incremental traffic to online retail sites is actually Google Shopping. Not only is this traffic “free,” but the conversion rates are often higher than the more widely used channels. So why is it a “secret”? Historically, it has been quite difficult to get Google Shopping set up, and it was almost certain that you’d need to hire a company that specializes in running shopping feed programs. While I still highly recommend seeking out experts with specialized experience here, it is actually quite possible to begin this process on your own. Here’s how: First, you will need to open a Google Merchant account within Google. If you already have a company Google Adwords account you use, I would use the same login credentials to open the Google Merchant … [Read more...] about Getting Started With Google Shopping Feeds
In my experience, most retailers see segmenting brand and non-brand traffic as a necessity of running a paid search program; however, the rise of Google Shopping Campaigns and the Product Listing Ad (PLA) format has muddied the waters on these efforts. Searches on a retailer’s own brand name tend to perform very differently from generic searches or searches that include product manufacturer names. Brand search is often purely navigational in nature or reflective of brand equity that has been generated through other channels. While brand search can produce incremental paid search revenue, it is helpful to assess its performance in that context and separately from non-brand search. Because text ads are based on an advertiser’s chosen keywords, it is relatively straightforward to channel searches on the advertiser’s brand name to one set of ads and non-brand searches to another. PLAs, on the other hand, are feed-based and advertisers cannot simply tell Google, “If … [Read more...] about Understanding How Your Brand Drives Google Shopping Campaign Traffic
There are a number of reasons why they might want to do this. They might have high stock levels of a particular product; some ranges might be out of date, and they wish to sell off remaining stock; or perhaps a product is not selling as well as they had hoped, and they wish to boost the sales. On the face of it, Google Shopping seems like a good platform for this task. Advertisers can pay more to increase the exposure of a particular product, rather than bid on keywords alone (as is the case with standard text ads). Hence, advertisers often believe Google Shopping is the ideal means to proactively manage inventory and stock levels. However, behind this approach is the assumption that there is a direct relationship between what consumers search for and what they end up buying. So let’s take a closer look at the data to see how consumers actually behave. Do consumers always buy what they search for? For a deeper insight into what is actually going on in Google Shopping, we analyzed … [Read more...] about Can you manage your inventory with Google Shopping?