Google Shopping has been growing in prominence in the search results, which is no surprise given the attractiveness of the image-based ads and the mobile-friendly experience.
Advertisers have enjoyed the extremely high conversion rates driven by the natural filtration shopping ads deliver. Much like an offline shopping experience, a customer can decide if they like an item (and the price) before the click ever happens.
As the Shopping results have matured, the higher conversion rates have naturally led to higher costs as the market balances out but only recently, Google announced a discount on clicks bought through a different comparison provider within Google Shopping results.
Clearly, Shopping presents a huge opportunity for many digital retailers. But when you take a step back, there’s another reason that brands should be focusing on this channel.
In addition to having high conversion rates because they filter out clicks from disinterested users, the Shopping results are a really good way to attract browsing behavior from a better qualified audience from higher up the funnel.
The results act as a shop window to your site, attracting in the right type of customer. Normally, non-converting traffic is considered to be of low value, but suddenly with Shopping this traffic is more targeted and so users are more likely to re-engage at a later time, or through a different channel.
When creating attribution models for clients we have noticed that Shopping often works best when viewed on a first click model. This strongly supports the idea that Shopping offers an inspiration-based path to conversion, attracting users to your site for the first time, when ordinarily they may have opted for a different competitor in the market.
Traditional search ads tend to compete on discounts and delivery messages, which are no match for the product desirability you can convey in well-optimized Shopping ads and campaigns.
So how can advertisers capitalize on this…
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