White Paper: Google Shopping—The Feed Manager Guide
After almost 10 years as a paid service, Google Shopping, Google’s product listing tool, has become THE platform for generating qualified traffic for e-commerce businesses. With the winter sales just around the corner, we are presenting our white paper, designed to give you the keys to building an effective presence on this essential online retail channel.
Google Shopping, an essential tool for every advertiser
Prospecting for new customers, acquiring qualified traffic, increasing the visibility of your online and physical stores… The reputation of Google’s paid product listing tool, which allows e-commerce businesses to display and promote their offers on Google.com as well as on partner websites within its Search Network, is well established.
Given that, as early as 2018, Google accounted for more than 91.5% of the search engine market share, Google Shopping is a resource that every advertiser should take advantage of.
Yes, but… This highly competitive environment requires a carefully considered and measured marketing strategy in order to create an effective campaign. This is why Feed Manager decided to produce this white paper: to introduce you to this essential tool and provide you with a few tips to help you appear on the search results pages of the Mountain View company.
Feed Manager and Google Shopping
Our agency, which works with more than 200 merchants across Europe, Canada and the United States, supports the growth of e-commerce businesses by leveraging their product catalogues. Since our creation, we have always believed that this element is a key success factor and that its quality must be impeccable in order to make the most of the advertising placements that rely on it.
The development of Google Shopping and the emergence of innovations related to automation have reinforced our conviction: feed quality is the cornerstone of building high-performing campaigns. Together with campaign organization, these factors currently account for 68% of the Hi Score.
At Feed Manager, we make our professionals’ expertise available to our clients to help promote their product catalogues on Shopping, notably through our price comparison service (SCP), also known as a Comparison Shopping Service (CSS), certified as a Google CSS Partner. We create, optimize and manage their campaigns with the constant objective of making the best possible use of the available resources, communicating as precisely as possible in order to reach users who are actively searching for a product, rather than simply distributing advertising on a massive scale.
What will you find in our white paper “Google Shopping, the Feed Manager Guide”?
First, we look back at the rapid evolution of Google’s service, briefly covering key dates such as its launch in France, its name changes, the opening of its placements to third-party CSS providers, and the creation of the certification program shared by all price comparison services: Google’s CSS Partner Program.
Second, we present the different ad formats available to advertisers and CSS providers, namely the classic Shopping format, the Showcase format and the Google LIA format. For each of them, you will find an example advertisement for illustration. We also cover the concept of Search Network partners.
Third, we focus on bidding systems, including manual CPC, automated bidding — particularly Smart Shopping campaigns — and cost-per-engagement bidding.
Next, we dedicate a section to price comparison services and introduce Feed Price, the SCP created by Feed Manager in July 2018 following the European Commission’s ruling against Google for abusing the dominant position of its search engine.
Finally, drawing on our years of experience and the results we have achieved, we conclude with our top 10 tips to follow when setting up an effective campaign.
Download our white paper now to discover all the keys to making the most of this acquisition channel.
If you would like personalized recommendations for displaying and promoting your offers on Google Shopping, or if you would prefer to entrust us with your campaigns, feel free to contact us.
