2015 was a big year for Google Shopping; from updated product data feed tools to remarketing lists, Google has rolled out platform enhancements that helped it to grow from Product Listing Ads into Google Shopping.
No matter the size of your inventory or the depth of your products lines, it’s worth considering all new features to get the most out of your Google Shopping campaigns this holiday season and make all of your e-comm dreams come true.
Let’s take a look a few of the Google Shopping encasements since last year:
Buy On Google
Mobile is where it’s at: from idea gathering to research and purchasing, shoppers are now using mobile for all steps of the buying process. Google Shopping added a feature called Purchases on Google to make it easier for shoppers to make purchases on mobile devices, and to compete with mobile-friendly marketplaces like Amazon.
Expanded Shopping Results on Mobile
Google updated the look of mobile Shopping search results so that more ads can be viewed by swiping, and ads feature larger product images and titles.
Shopping Remarketing Lists – RLSA
Like Remarketing Lists for search campaigns, RLSA will increase an advertiser’s ability to customize bids and target customers based on previous site behavior. Weather it is cart abandoners or visitors to a specific set of pages, RLSA is another way for advertisers to reengage with shoppers.
Promotional text in shopping ads has been replaced by Automated Extensions. Using information from Merchant Center settings, the new extensions are displayed alongside Shopping ads and will automatically feed updated promotions, product ratings, and shipping information.
Automated Bidding Solutions
Like AdWords search campaigns, this management feature enables merchants to tailor bids and control budgets based on six different bidding strategies.
Google Trusted Stores
Approved Google Merchants can display the Google Trusted Store logo badge on their website, and now the logo will be displayed next to the store name in Google Shopping results. This helps an ad stand out and promotes buyer confidence.
What new Google Shopping features have you tried? What has worked well for your business? I would love to know!
Don’t miss Susan’s article about Google Shopping’s updated Local Inventory ad features and the Shopping Data Feed Tools.