Google Shopping Enhancements: Smartphone & Tablet Shopping Made Easy – PPC Tuesday

By Kevin
TOPICSGoogle, Product Ads

Want to learn more about Google Shopping’s upcoming moves for Mobilization?

Google Shopping Enhancements:
Smartphone & Tablet Shopping Made Easy

With the eCommerce world abuzz about the upcoming move to a pay-to-play model for Google Shopping, a recent update to Google’s mobile & tablet experience a few weeks ago may have gone unnoticed. Google launched a new Google Shopping experience for tablets and smartphones in the US.

Keeping Up with The Times

More and more people are using their smartphones for just about everything but actual phones these days. Google recently released research that one third of Americans have made a purchase on their smartphones. If we look at the global marketplace their research shows us that 62% of people who have made mobile purchases do so on a monthly basis.

If we look at tablets users and their habits, we can see that more people are using their tablets at home. In fact, based on a Google survey in 2011 they found that many people use their tablets while watching TV. This allows people to spontaneously shop on their tablets immediately after seeing a product on TV.



(http://adwords.blogspot.com/2012/07/reach-mobile-and-tablet-shoppers-with.html)

These changes have prompted Google to revamp their Google Shopping experience, utilizing AdWords Product Listing Ads (PLAs), for tablet users and smartphone users. Google Shopping results are now being shown in smartphone search results above the first organic result along with PPC text ads. By utilizing the PLA format, Google makes it very easy for the user to identify the product that they are looking for by seeing the product image displayed. For tablet users Google has now even enabled search refinements to these Google Shopping results. Just as in a desktop search, you can now refine your shopping results by brand, price, and features. This allows tablet shoppers a much more fluid shopping experience to find and purchase the exact product that they want.

Divide and Conquer

Exclusive Concepts has already been moving clients toward a segmented Mobile approach based upon the above data as well as PPC search trends showing us growing paid traffic numbers. By creating Mobile specific campaigns you will be able to control budgets and optimize keyword bids for the mobile specific audience. We have found that at the moment there is less competition and this has led to a lower all around Cost-Per-Click.

With the development of these new Google Shopping features for mobile and tablets we see the opportunity to build out more campaigns to specifically target these new opportunities. By utilizing the “product_type” field in the Google Merchant feed you will be able to create segmented Ad Groups based around the various products and brands within your site. For more tips on optimizing your Google Shopping feed check out our past posts on this subject.

Google continues to create more opportunities for eCommerce sites to utilize AdWords in many ways to generate sales. These Google Shopping enhancements for mobile and tablet users adds another layer to paid search and we can’t wait to see how they impact the upcoming holiday season.

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