product search

How product-led digital advertising is evolving

Last year for the first time data for the US indicated that ad spend on digital surpassed that on TV. 

There are many reasons for this (such as the rise of mobile, powerful digital ad formats such as video etc.). But undoubtedly one of the attractions is digital’s ability to deliver measurable performance-based product-led advertising – designed to generate online sales and conversions. This has contributed to brands (ranging from consumer packaged goods to fashion brands) spending a growing proportion of budget on product-led digital ads instead of devoting greater amounts to generating brand awareness via TV and bill boards.

Tips on getting into Google’s product search results

Thanks to universal search, more product search terms on Google, especially when they include words such as ‘buy’ or ‘cheap’ are now returning shopping results, often above the organic results. 

In this example for a search for ‘buy Sony Vaio‘ on Google UK shown below, shopping results take the top spot, ahead of those from Sony. With such a prominent position in the SERPS at stake, getting your products listed there is clearly a good idea, so how does Google determine which products appear there?

Google shopping results

Tom Critchlow of Distilled provides some excellent tips in a guest post on SEOmoz today, here are some of his suggestions: