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Manage Your Google Shopping Investment, Not Just Bids, According to This Marketing Pro

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If your #1 Google Shopping goal is to improve your return on ad spend (ROAS) or cost/sale, think like an investor. That’s according to one marketing manager from a billion-dollar, U.S.-based department retailer. He handles the company’s Google Shopping initiative and other paid marketing programs.

“Intelligent allocation of spend is critical to success in Google Shopping,” he told me when I spoke to him about his Google Shopping strategy. “You have to put the right amount of weight into each product, and continually adjust that weight to maintain your return goal.”

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Google Shopping

So Long, Google Trusted Stores. Hello, Google Customer Reviews!

Helllo Google Customer Reviews

E-commerce retailers participating in the Google Trusted Stores program received some big news recently. Google Customer Reviews, a newer program that was previously only available in a few countries outside the U.S., will replace the Trusted Store designation this month.

For proud holders of the Google Trusted Store badge, this sudden announcement naturally sparked a few questions and some head scratching. Let’s review the change and explain exactly where to go from here.

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E-Commerce Trends

The Top 4 Takeaways From eTail West 2017

Top 4 Takeaways from eTail West 2017

What better place to kick off the year’s event calendar than eTail West 2017?  As always, I returned home from this year’s conference with plenty of new ideas, a few good stories, and very much in need of a nap.

Even for a veteran attendee, it can be a lot to take in. So for anyone back at the office this week wondering if you missed anything, here’s a quick recap of the big themes that dominated the buzz at eTail West 2017.

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Tips & Tricks

Product Feed Optimization Essentials for Google Shopping

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When it comes to success in Google Shopping, it all begins with a lean, mean, optimized product feed. The more accurate and descriptive the information in your feed, the easier it is for Google to surface your products in relevant searches. An effective bidding strategy — the other key to achieving high performance — depends on your product feed having well-defined categories and granular segmentation.

If you’re new to feed optimization, or you could use a refresher, we’ve got you covered. Here are the essentials to optimize your product feed for Google Shopping.

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E-Commerce Trends

Is the Future of E-Commerce Search Marketing Visual? Pinterest Thinks So.

Pinterest Search Ads Results

When was the last time you bought something without seeing it first?  

We humans are visual creatures. This trait evolved from our primitive beginnings as hunter-gatherers searching for food. And it guides shoppers hunting new products today.

It’s fitting, then, that Pinterest is hoping to lever its highly visual experience to capture a slice of the massive search advertising pie. Here’s a look at Pinterest’s newest bet: Pinterest search ads.

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Data

The Results of Bidding by Margin in Google Shopping

Bidding by Margin in Google Shopping

Margin is a key metric for any retailer’s products, and a critical performance indicator for business as a whole.

Yet many retail marketers are not thinking of using margin as a central part of their Google Shopping strategy. And those that are considering this approach might be concerned about the seeming complexity of it all. To maximize profitability in Google Shopping, however, bidding by margin is essential—and it can be simplified drastically.

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Tips & Tricks

Supercharge Your Google Shopping Campaigns With Merchant Promotions

Google Shopping Merchant Promotions

Google Merchant Promotions can help you stand out in Google Shopping. More e-commerce marketers are realizing the power of Google Shopping, and pouring additional budget into the channel. Competition for limited shopper attention is heating up.

By now, you’ve hopefully got the Google Shopping basics in place. This means your product feed is optimized to the way shoppers search, and your campaign is properly structured to drive efficient results.

One additional tactic to improve Google Shopping performance is adding Google Merchant Promotions to your ads. Read on for a primer on Google Merchant Promotions and a step-by-step guide to adding them to your campaign.

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Google Shopping

5 Reasons to Invest More in Google Shopping Than Text Ads

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Google Shopping is more popular among shoppers — and marketers — than ever. In 2016, retail marketers spent 12% more on Google Shopping ads than on text ads, according to Sidecar customer data. This accounts for a 30% year-over-year spend increase in Google Shopping.

Why the shift in spend to Google Shopping ads? Marketers are seeing more value in them. And with recent updates that devote a larger share of SERP real estate to Shopping ads, Google is placing these ads squarely in front of your potential customers.

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