Google has become the leader on the internet, pushing other search engines to the side with innovative products and consistent quality.
Well now it seems they’re monetizing those products in new ways, which can have serious repercussions for e-retailers who have been leveraging Google Shopping listings.
As of October 2014, the product listing ad campaigns many business owners have come to love were automatically upgraded to “Shopping campaigns.” What does this mean? Well, to start off, the service is no longer free to those with PPC spends of at least $300. Before this update, all you had to do to take advantage of the service was upload a properly formatted Excel sheet with what you wanted to peddle on the internet. Now you have to actively manage things.
That’s not to say this is all bad news though. Industry experts are reporting higher click-through rates and greater volume overall, but you have to manage things to make sure the traffic is going where you want it and to keep costs low. This means using inventory filters and carefully picked product groups to avoid duplicate targeting.
There’s other good news as well. If you’re data driven, having the product listing ads fall by the wayside is a boon. Shopping Campaigns operate in the Google Adwords realm, which means lots of real-time information regarding your impression share, cost-per-click and more to guide your marketing efforts and show you real results.
And it’s all in time for Cyber Monday, too.