GOOGLE SHOPPING MANAGEMENT

Our Google Shopping feed audit identifies areas where your current campaigns are performing well, as well as areas that need improvement. This includes analysing your current spends to ensure you are getting the best return on investment.

Through competitor research and drilling into search trends and your own data, we can help you find the most relevant search terms or audiences to target, and which approach will most effectively deliver the right results.

Our expert strategists will come up with a sophisticated strategy to get your brand in front of the right people and drive the action you want. Through brand immersion and a wider understanding of your target audience, we structure granular campaigns where relevancy and value are clearly showcased to the end user. We use advanced targeting techniques to ensure your ads reach your target audience, increasing the likelihood of conversions.

We believe in continual data-driven improvement. We’re constantly optimising performance, using in-platform and analytics data to ensure that campaigns are delivering on targets and can be scaled to help you grow. By combining a human touch with the latest in Google technologies in automated bidding and offline conversion tracking, we spot trends and opportunities that enhance campaign output across all placements.

And we’re transparent every step of the way! With tailored reporting that’s always accessible, you can stay on top of performance to ensure that campaigns consistently deliver the results you need to achieve in paid activity.

While Google Search helps users find information across the web, Google Shopping is specifically tailored to facilitate online shopping by providing product listings, prices, and shopping-related features.

Key differences:

1. Content-Type:

• Google Search primarily returns text-based search results, including web pages, articles, and other online content.
• Google Shopping focuses on product listings and e-commerce-related content, showcasing products from various retailers.

2. User intent: 

• Google Search caters to a wide range of user intents, from informational queries to transactional queries.
• Google Shopping targets users with high purchase intent who are actively searching for products to buy.

3. Functionality:

• Google Search provides general search functionality across the entire web.
• Google Shopping offers specialised shopping features, including product listings, price comparisons, and shopping filters.

Standard Shopping campaigns provide more control over bidding and targeting, while Smart Shopping campaigns automate these aspects using machine learning to maximise conversion value.

Google Marketplace, now known as Google Shopping, has evolved significantly from its early days as Froogle.

It has transitioned from a free product listing service to a combination of free and paid listings, integrating sophisticated advertising options and enhanced user experience features.

This evolution reflects Google’s strategy to make Shopping a competitive and comprehensive marketplace for both retailers and consumers.

Google Shopping Management is the process of creating, optimising, and managing Google Shopping campaigns to promote products and drive sales on the Google platform.
It involves various tasks and strategies aimed at maximising the effectiveness of Google Shopping ads and improving the overall performance of e-commerce businesses.

Google Shopping Ads, also known as Product Listing Ads (PLAs), are visual ads that appear on Google Search and Google Shopping results. They display product images, prices, store names, and other product details.

Google Merchant Centre allows you to upload and manage your product data so that it’s available across Google services.

The product data feed must comply with Google’s specifications and policies, including accurate product titles, descriptions, prices, availability, and valid GTINs (Global Trade Item Numbers) where applicable.

Products are ranked based on a combination of bid amount, product data relevance, and the quality of the landing page experience.

Key metrics include impressions, clicks, click-through rate (CTR), cost-per-click (CPC), conversions, conversion rate, return on ad spend (ROAS), and cost per acquisition (CPA).

Local inventory ads show products available for purchase in nearby physical stores. They include store-specific information like availability, price, and directions.

A Comparison Shopping Service (CSS) compares products and then refers the user to the retailer’s site to make a purchase.

While related, Google Merchant Center is not the same entity as Google Shopping.

Merchant Center is a platform that enables e-commerce merchants to upload product information, which is then used to create Google Shopping ads. Google Shopping is the marketplace where your PPC ads appear.