*This article was written by Angelica Valentine, Marketing Manager at Wiser.
Google Shopping is blowing up right now, so this serves as your reminder to get on it sooner rather than later. Last year, Product Listing Ads (PLAs) transitioned to Google Shopping Campaigns (GSCs), and luckily this brought nothing but benefits for retailers.
Wiser’s new infographic lays out the impact this will have on retailers and how they can optimize for success:
There are already over 1 billion products on Google Shopping and there are no signs that it will be slowing down anytime soon. With the following tips, retailers will be prepared to have their biggest year ever on Google Shopping.
Here’s what retailers need to focus on to get the most out of GSCs:
GSCs give retailers the opportunity to benchmark against competitors’ metrics (like CPC), reprice, and report at the product level. Retailers can change their bids based on how specific categories and products are doing. Margin and season are just two of the possible ways to determine the amount you choose to bid. Update often based on target CTRs, impression share, and more. Bid more on better performing products to maximize ROI.
Benchmarking against the competition is key to bidding and pricing effectively. Monitor competitor spending to get a ballpark figure of what you should be spending to not only achieve their level of success, but surpass it, too. Pricing depends partially on the competitive landscape. Now Google is enabling hourly feed updates to give retailers the ability to keep up with the competition better than ever. This means that with the help of data, retailers can update pricing based on the metrics that are most important to their business.
Focus on the details
Product titles now can contain up to 150 characters, twice the amount than before. Now there is plenty of room to fit in top keywords to show up in more search results. At the same time, descriptions must be under 5,000 characters to be acceptable; so keep it concise, but informative.