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.