Pay per Click

Google’s Smart Shopping Campaigns Can Be Optimized for In-Store Visits

Google will soon allow retailers to optimize Smart Shopping Campaigns for store visits and display their local inventory information.

Smart Shopping campaigns were introduced last year as a new advertising product that uses machine learning to optimize for performance as well as ad placement.

These campaigns let retailers specify where their shopping ads are shown. Shopping ads can be shown on Google.com, Image Search, YouTube, and millions of sites and apps across the web.

Today, Smart Shopping campaigns let retailers optimize for online conversions. Soon, they will also help retailers drive store visits.

Google highlights the results businesses have seen since Smart Shopping campaigns were introduced last year:

“80% of advertisers who have tried both Standard and Smart Shopping campaigns, now use Smart Shopping campaigns for the majority of their Shopping ad investment in the last year.”

To get started with Smart Shopping Campaigns, retailers need a product feed, a remarking list, and conversion tracking.

Alternatively, retailers can seamlessly join through an ecommerce platform integration, like Shopify, or through Google’s new Shopping integration with Magento.

Drive Store Visits With Local Inventory Ads

In a related announcement, Google is working on a way for retailers to drive store visits with local inventory ads.

Google is making it possible to offer ‘buy-online, pick-up in-store’ service through Shopping ads.

To utilize this capability, retailers will need product landing pages on their site showing when in-store pick-up is available and a local inventory feed in Merchant Center.

This is currently being tested in a beta which retailers can join by filling out this form.

Pay Per Click (or PPC advertising) is a form of paid digital marketing where advertisers pay a fee each time their ad is clicked.

The term PPC can apply to paid ads on social media networks, like Facebook, Twitter and LinkedIn. However, today we’ll focus on Google Adwords which helps your ads stand out to search engine users, displaying them at the top and right-hand side of Google’s search engines. We’ll also explore Google Display Network which displays your ads on relevant websites your customers and prospects land on.

Google’s Smart Shopping Campaigns Can Be Optimized for In-Store Visits How Does PPC Advertising Work?

Once you have an amazingly written ad spiel, you can bid on a series of search phrases or keywords you want your advert to appear for. What placement your ad gets depends on two things: your bid price and your quality score. Your bid price is how much each click will cost you – so if you bid €1.50 and 100 people click on your advert, it will cost you €150.

Your quality score is decided from a number of factors including: your land page copy, your click metrics, your website’s metrics, amongst others.

Sounds simple enough?

Not quite, to get great conversion rates (people actually buying/signing-up for your offerings) takes a lot more than getting people to click on a link.

The term PPC can apply to paid ads on social media networks, like Facebook, Twitter and LinkedIn.

However, today we’ll focus on Google Adwords which helps your ads stand out to search engine users, displaying them at the top and right-hand side of Google’s search engines.

We’ll also explore Google Display Network which displays your ads on relevant websites your customers and prospects land on.

We’ll take a look at the benefits of both services to help you decide the best fit for you business and the best way to reach your target audience.

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