Shopping campaigns: Play like every day is a holiday

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Shopping campaigns: Play like every day is a holiday

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Bowman began to show how important PLAs have become, especially in terms of clickshare compared to text ads. For non-brands, it rose to 70% on Google and 27% on Bing for paid clicks in the US. Collaborate to avoid a Death Star scenario Given this importance, departments need to work closely together to be successful during special sales periods like Black Friday. Since the quality of product data is at the heart of online sales, the Merchandising department must collect excellent product information from suppliers when purchasing products. It is exactly this information that web development needs to expose on the website. The task of marketers is to ensure that quality data is used correctly, for example in the Google Merchant feed. Marketers also need to look at past data: When did clicks lead to sales? People are searching for deals much earlier, and just pushing deals during cyber weekend will cause them to miss a lot of sales.

Shopping Ads: Considering search query conversion probability is rewarded with more revenue and higher ROAS When structuring Shopping campaigns, Bowman recommended analyzing search queries and applying different bidding strategies: generic queries such as "Bluetooth Speaker" and a more targeted "JBL Bluetooth Speaker" otherwise could end up in the same campaign displaying the same product and bid. However, targeted traffic is more likely Cyprus WhatsApp Number List to convert and should therefore be rewarded with a higher bid. This, according to Merkle, is a driver that strongly influences the bottom line in terms of revenue as well as ROAS. (At Crealytics, we focus on the same strategy and can confirm these results.) Brick-and-mortar stores enjoy strong click-through growth and high CTRs when using Local Product Ads - but the value is hard to measure When connecting offline and online, Local Inventory Ads (LIA) provide opportunities for brick-and-mortar stores.

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Not only can a store be easily located on Google Maps, LIAs also allow potential shoppers near the store to inquire about products and availability. Google is testing many new Shopping features, including a "Buy online, collect in store" currently in beta. Bowman expects the majority of digital ads in the future to be powered by streams. Yet LIA's biggest challenge remains tracking in-store sales and offline orders to measure the value of its clicks. At least measuring store visits is no longer a vision, with Google offering a “Store Visits” beta. At Crealytics, we also anticipate that GTINs will play a major role in attributing conversions in the future. As Bowman notes: Google continues to be very serious about this number, rigorously frowning on products that don't include them in the feed after a 30-day grace period.
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