Optimizing Google Shopping Campaigns

Members of the Index team, including Jeremy Easterbrook, recently attended Shopping Guru Day organized by Google Toronto and focusing on Google Shopping Campaigns. The event took place on Thursday, October 29, and brought together twenty web marketing agencies from Toronto and Montreal, all selected for the occasion by Google.

The day was filled with presentations and group workshops and was facilitated by Google Shopping Campaign experts in Product Listing Ads (PLAs).

The goal was to focus on optimizing online marketing and to emphasize best practices recommended by Google for implementing effective shopping advertising campaigns.

Two key points to remember for a successful buying campaign:

• Use high quality, relevant titles, descriptions, and images to increase clickthrough rates.
• Keep the product feed up to date and optimized with accurate and current information.

Advantages of a Shopping Campaign:

• 51% of the world’s Internet users have made at least one purchase online in 2015.
• Consumers now spend an average of 6 hours a day on the Internet, 5 times more than in 2010.
• Shopping searches on mobile devices increased 115% in June, 2015 as compared to June, 2014.
• Shopping campaigns have resulted in a trillion dollars in in-store sales in the United States.

Opportunities in North America:

• 94% of Internet users are looking to buy in-store.
• 81% buy spontaneously on their mobile device.
• 65% of purchases begin on a mobile device.

A company’s website is a key component in the consumer buying process. Here are some best practices for any e-commerce site:

1. Make sure your site is always operational and accessible to consumers so they can browse your website at any time.
2. Make sure there is consistency and uniformity between the pages and the content. Your site will be more relevant to consumers and will offer them the best shopping experience possible.
3. Optimize your site in order to measure and assess visits and conversions. You will then be able to better understand your costumers and their behaviour as consumers.

Google Shopping solutions for each micro-moment:

1. I-Want-to-Know moments: promote better content to better inform the consumer.
2. I-Want-to-Go moments: make your physical presence known with the appropriate clickable buttons, Click-to-Call for example.
3. I-Want-to-Buy moments: influence consumers to make a purchase by lowering prices, customizing advertising banners, simplifying the payment process, and so on.

Conclusion: Another very rewarding day at Google 🙂

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