Today, over 60% of the typical US retailer paid clicks on Google are generated through shopping ads. Therefore, it is easy for retailers to use this ad format. However, some important challenges can get in the way. Google has solved some of these with new features announced at the Google Marketing Live Event this week. Google Shopping solves four critical issues faced by retailers Google Retail Booth at Google Marketing Live Advances in machine learning have enabled Google to automate campaigns in new ways that are more closely aligned with retailers' goals. advertisement Continue reading below Specifically, Google is now able to automate some new things. Create a shopping data feed from the advertiser's site.
Use smart shopping campaigns to select the right media mix across Google properties such as search, display, and YouTube. Set up bids to help you reach your goals, such as driving new customer acquisition and driving foot traffic to physical stores. What Google used to call goal-based shopping campaigns is now called smart shopping campaigns. This name photo color correction services follows the naming conventions for other smart campaign types and smart features introduced by Google this week. Here's how these new features are intended to solve the typical challenges faced by e-commerce advertisers.
Exercise 1: Creating a Merchant Feed Unlike traditional search ads, shopping ads are driven by merchant feeds (a format of structured data). Small retailers can use Google Sheets to set up simple feeds. However, large retailers need tools (expensive, difficult to manage, or both) and automation because there is no way to manually maintain feeds beyond a small number of products. advertisement Continue reading below These barriers mean that shopping ads are not as easy as some retailers want. Solution: Automatic shopping feed Google has announced an automated feed that allows retailers to generate product feeds directly from their website.