You likely already know that Google Shopping has enjoyed steady growth thanks to widespread adoption and Google’s support (as well as e-commerce customers, of course). But what about the mobile frontier? Well, the proof is in the pudding: significantly more users are clicking on ads from their smartphones and tablets.
Recent studies have shown that Product Listing Ads accessed via phone are up by 162 percent for the first quarter of 2016, further solidifying the importance of the service for ecommerce stores. Additional factors, like a more competitive organic SERP landscape and a boost in PLA display frequency, make them even more desirable to marketers than before.
The shift represents a broader trend in e-commerce marketing as a whole, and suggests that marketers are paying less attention to elements that were once the most important. That’s because PLA optimization isn’t strictly rooted in keyword lists; instead, proper feed management requires the deft handling of a number of site-, brand-, product-, and category-related factors.
Do Valuable Opportunities Still Exist for Newcomers?
Absolutely. If you want to reach a broader audience and snatch up some new customers, that is. Here are a few things you can do to get the most out of your PLAs:
- Leave no optimization opportunity unexplored: Your PLAs shouldn’t only meet Google’s basic requirements, but they should exceed them.
- Focus on your bidding strategy: Spend time discovering which bidding strategy is best for your business. Just like keywords bids, your PLA bids can be altered whenever you like, so you can implement a monitor-and-adjust strategy to ensure that you’re getting the best possible results.
- Stay up to date: Make sure you’re always keeping your ads up to date with the latest prices, specifications and availability to avoid a poor customer experience/the wrath of Google.
- Don’t lag: It’s all about being timely with PLAs. If you’re monitoring them and find negative keywords or discover that there are any data feed errors or violations within your ads, you’ll want to make sure you address them as quickly as possible. In such a competitive marketplace, time is of the essence.
If you have any questions about Exclusive Concepts’ Google Shopping Ads service, and how it can help your business reach new heights, don’t hesitate to reach out to one of our team members.