Hot on the heals of releasing yet another core algorithm update on March 12th, with an as of yet fully determined impact on SEO results, Google has published a new guide and overview on how to use the platform’s various paid advertising tools to help maximize your eCommerce opportunities.
According to Jon Schick, Director of eCommerce Partnerships at Google, ‘today’s consumers want seamless, convenient, and genuinely enjoyable online shopping experiences. They expect retailers to understand what they want, with advertising that puts the right products in front of them at just the right moments’.
Following up on that thought, Mr Schick says that ‘Leading retailers are accelerating their businesses by using integrated technology and data to help them connect with shoppers at each step of their journey. With platforms that provide advanced insights, retailers are collaborating with brands on innovative ad formats and placements that drive action by delivering a frictionless experience across their sites and apps’.
Under the banner of ‘transforming shopping experiences’, Google outlines the range of ways you can utilize its ad targeting options to better showcase your products, and connect with the right audience at the right time.
The guide essentially aims to highlight Google’s evolving tools for ad targeting – for example, Google provides this overview of how you can use the various Google Ads targeting options for more effective retargeting.
Most eCommerce businesses would be at least somewhat aware of these options, but they may not be aware of all of them. That’s the key impetus for this overview – Google’s always adding more targeting tools, and if you haven’t stayed up to date with each of its updates, the guide gives you a quick catch-up on all the latest tactics at your disposal.
According to Google, this guide ‘shows you how Ad Manager can help you deliver unique experiences at every stage of the shopping journey, and increase profits while serving your customers, partners, and employees’.
The guide is only seven pages in length, but it is worth checking out if you’re not sure that you’re on top of all the latest Google ad options, and the ways in which you can target relevant audience segments through Google’s tools.
There are definitely some essential considerations here – you can download the full guide here, or check out Google’s eCommerce overview page for more information.
Many thanks to our friends at Social Media Today and Google for sharing their insights.