Google Shopping

Google Shopping clicks for 20% cheaper in the EU: this is not a drill

Do you remember all that fuss about Google Shopping being anti-competitive?

For those of you who don’t, roughly a year ago the European Commission fined Google €2.4bn for favouring its own shopping comparison service ahead of competitors, and asked it to find a way of levelling the playing field. 

12 months later, and we have Google’s answer. And it’s great news for advertisers!

Q&A: Jared Field on PPC strategy at REISS

It’s pleasing to have so many upper case letters in a headline.

I sent some questions to Jared Field, PPC specialist at high street fashion retailer, REISS.

It’s an interesting time for the retailer, with increased numbers of stores and successful expansion into the USA.

Here’s what Jared had to say about life on the PPC shop floor.

Ten tips to summon customers with your Google Shopping campaigns

August marked the 20th anniversary of the first ever online transaction – a copy of Sting’s album Ten Summoner’s Tales.

Since then, ecommerce has gone from strength to strength with 95% of us now shopping online.

In the same way music trends have come and gone, over the last two decades marketers have had to evolve the way they engage with consumers online; fielding both shifts in consumer behaviour and the way Google displays its results.

If there is one thing that retail marketers have learned about advertising on search engines over the years it’s that relevancy is a key to success. Google’s latest update aims to make this easier. Google Shopping ads (previously known as product listing ads or PLAs) were introduced this month to allow advertisers to set up and manage campaigns in a more intuitive way.

However, with the vast number of marketers who have grown accustomed to PLAs and already have existing PLA campaigns running, there are undoubtedly many wondering how this change will affect them.

Below are my own ten ‘summoning’ tips for marketers to help make the most of the change from PLAs to Google Shopping.

Google Shopping explained: how to get started

Once known as Google Product Search and way before that known also as Froogle (which in terms of puns isn’t the most fitting, surely nobody involved wants you to be economical with your cash), now simply Google Shopping, this is a service that lets consumers search for products and compare prices through Google Search.

Previously I had assumed that consumer products appeared on SERPS through an ecommerce site’s own specific markup or through the relative strength of the Google algorithm.

This is no longer necessarily true. Since Google Product Search transformed into Google Shopping, ecommerce sites now have to pay to have their products appear in these listings.

Google Shopping is not a place for organic listings, it’s a place for search marketers and advertisers to exploit. In some respects this is great, especially if you’re a small business with a significant enough budget to go up against the bigger brands. There’s theoretically much less competition now. 

CPCs for Google Shopping ads have increased 53% year-on-year: report

The cost per click (CPC) of Google’s Product Listing Ads (PLAs) has increased by 53% year-on-year, reaching an all time high in June as the search engine finally completed the transition of shopping results to a commercial model.

Though PLAs are still cheaper than standard text paid search ads, it shows that Google has successfully managed to cause a massive increase in CPCs by changing how the ad formats work.

In fact, PLA CPCs have increased by 34% since January alone and costs are likely to continue rising despite a slight drop off in July, which is likely as a result of seasonality.

The new paid Google Shopping: pros and cons

We’re six weeks or so into the migration of retailers’ product listings on Google to the new Google Shopping.

Retailers now have to pay for Product Listing Ads (PLAs) to appear in Google’s Shopping section (they appear either on the right hand side of the page, or just below the ads, above the natural results).

As before, these ads are linked to the retailer’s product feed on its website.