true @ google shopping central
TRANSCRIPT
True @ Google Shopping Central
Google Shopping Priorities
Main focus for consumers: need for instant gratification (especially on mobile)
Google’s aim: minimise friction for consumers
Decision friction – minimise the factors that might affect the final decision to purchase
Transaction friction – minimise the factors that interrupt the ease of the purchase process
The Consumer Perspective
Consumers are getting more ‘browsy’
Main focus for merchants: a simpler, more manageable process
Google’s aim: minimise friction for advertisers
Feed management friction - make the feed creation and management less complex
Campaign management friction - allow more flexibility in the campaign management
The Merchant Perspective
Increase value
Deliver better insights
Simplify management
Key Priorities for Google Shopping
The Mobile Shopper
Mobile: a sales channel that can deliver the right message to the right user
at the right time.
Mobile Shopping Best Practices
• Keep in mind that people are used to scrolling on mobile, and mobile clicks are cheaper than desktop
• The main focus for advertisers needs to be minimising consumer friction and allowing speedy checkout on mobile
1st position in mobile shopping results gets up to 3x higher CTR
Mobile share of online transactions in the UK expected to reach 45% by end of ‘16
(that’s the 3rd highest in the world - in the U.S. it’s around 30%)
Best Practices in Feed & Campaign Management
Performance Optimisation Checklist1. Avoid suspension - this can be caused by prohibited products
or a mismatched landing page
2. Get all products live in your shopping feed
3. Optimise product content (e.g. optimise titles with attributes, keep each ad format in mind, provide high quality images etc.)
4. Differentiate your product ads (e.g. use merchant promotions, display product ratings etc.)