Google shopping goes PAID!
In June 2012 Google rolled out its new paid-for shopping service in the US; this began to hit the rest of the world on the 13th February 2013 and centres around Product Listing Ads begin used more strategically and to greater effect, with a cost representative of this.
What does this mean for you?
Well firstly, if you’ve not already done so, it’s time to factor this in to your budget. By the end of June 2013 all campaigns will be transitioned, and Google is rewarding many early adopters with promotional credit if you create a PLA by 12th April, so get going! Any opportunity to optimise should be grasped but equally, don’t rush. Quality information and data are key to receiving results.
What does this mean for us?
As a digital agency we look at this as another chance to spread our clients’ message and raise brand awareness. Using our experience in e-commerce we can decide how best to approach the program in order to maximise ROI and ultimately increase conversions. There are a number ways to do this, along with following certain Google-friendly rules, but the key point for us would be to work with our client to create a strategy with clear objectives and associated results.
Start testing! Whilst writing your strategy and calculating your budget, allow some time and spend now for PLAs. Opting in all or part of your feeds will give you data to analyse that can then be used to refine your strategy. Research which product searches result in related PLAs and think about how a user will look for your product. Simple things such as ensuring the title contains the product type, having an accurate description and always remember to include your brand name! You’d be surprised how often this is left out.
There are a number of additional attributes that must be included in order for your listings to be applicable within desired categories, and a number of attributes that just plain make sense. Having a product image that follows Google’s guidelines (whilst filling your brand’s requirements) is key; images below the minimum size will not appear and poor quality images will not render well on mobile devices. Including various numerical values is a requirement as Google uses them as identifiers (for example barcodes or EANS).
Following the above points will help you on your way to optimising the Google Shopping Program and tailoring it to your brand’s needs. Don’t forget that Google itself holds a lot of pointers on the subject but for real peace of mind consult with specialists; after all you’re paying to promote your product and you want the best possible results.
Questions or comments on Google Shopping or are you looking for a partner in creating a strategy? Drop us a line, we love to chat and we love to help!
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