Online comparison shopping sites allow us to research, compare and check the availability of products all at once, accessing all sorts of products from virtually anywhere. In 2012, Google transformed their original Google Product Search (a free comparison shopping engine model) to Google Shopping (a cost per click or acquisition model). Google Shopping now displays an item image, company name, price and promotional message on search engine results pages, generating higher levels of more qualified traffic for participating advertisers.
How does it work?
A consumer will search for a product on Google; product listing ads will appear in their own box on the Google search results above or to the right of organic search results (see image right). As an advertiser you bid for the chance to be shown in that search query. Like paid search, if the consumer clicks on your product ad – you pay for that click. That click then results in a visit to your website, and possibly a purchase.
What are the benefits?
- Qualified leads: the ability to show your product’s image, enabling the customer to find exactly what they are looking for as opposed to a text ad (pay per click) or an online display ad that may be more generic (you are able to run both text ads as well as
Google product ads at the same time).
- Brand exposure: if you are a smaller retailer this can help to bring more customers to your website, which will also help to boost your SEO.
- Increased visibility: you don’t have to wait for customers to find you on their own.
Google Shopping has grown to be a highly targeted ad comparison platform, by presenting product information up from and at just the right time in customers’ buying circles, making online shopping experience more targeted and relevant. If you would like to know more about how Google Shopping can help your business talk to David Clarke, Managing Director at DBS, on 01522 811688, or freephone 0800 988 8366.
