It is every marketeer's dream, to be able to track the impact of what they do on bottom-line sales. We can do it on many things nowadays, but not on everything - and it is and always has been, hard to track the impact of your advertising and other efforts, on whether a customer goes into a store to buy.
Each year, Google makes an update to their Google Shopping Product Data Specification. They have recently announced an update, which you can read here. We thought we would explain it and what it means to you in terms of each of the sections they refer to: Minimum order value, shipping-related attributes and handling time.
Throughout 2015 Google, Retailers and Agencies alike, have invested a lot of time and effort in improving the data points required as part of the Google Shopping Feed Specification. You’ll remember particularly the move to make GTINs a required element of the Feed for a list of Designated Brands within the Fashion vertical; a move that even now still presents a significant challenge for the large majority of UK Fashion Retailers.
Google is currently in the process of testing a new and quite unusual Product Listing Ad (Shopping Ad), unusual in that it is the largest ad that has ever been seen in their search results.
As of 1st June 2015, Google have made changes to the specification of the Product Feed that powers Google Shopping. The majority of these changes won’t be fully enforced until mid-September 2015 however you need to aware of the changes and act accordingly.
Sales via mobile devices are booming, with mobile browsing exceeding traditional browsing across retail for the first time in 2014; indicating changing behaviour of online shoppers. Consumers are always on line, connecting with brands and each other.
Product Level Shopping Campaigns were shown to be key drivers of click-through rates and revenue in 2014, with CTR rates up to 22% greater than the historical text based ads. This trend will undoubtedly continue in 2015 as adoption of Product level Adverts continues to develop across the many online channels available today and tomorrow.
In our previous post we compared the relative efficiency of two fundamentally different Google Shopping bid strategies. We looked firstly at a tiered margin structure and how we could potentially upweight bids for higher margin products but actually found, that even by doing so, costs could be inflated by as much as 43% when compared with optimisation at a granular product level.
As you are by now hopefully aware, on February 13th 2013 Google are launching one of the biggest ever changes to the search landscape. That is of course, the changes to take Google Product Search from its current 'free' model, to a paid CPC model and blending it with the existing Product List Ads (PLAs) in Adwords.