Google released new smart features and ways to buy ads on its different channels. As always with the novelty, there will be a learning curve. At SEISO, the reference PPC insight platform, we analyzed the impact of these updates on more than 13,000 accounts. Here is how you can make them work for you.
1. Get listed for free on Google Shopping
Make no mistake, Google Shopping is still mostly a paid PPC channel, but you can also enjoy its free trafic. Why is there a free option? After the introduction of the shopping channel, Google ousted most of the other price comparison websites from its SERP (Shopping.com, Shopzilla, BizRate). The move was so aggressive that in 2017, the European Commission fined Google €2.42 billion (~$3 billion) for breaching EU antitrust rules by “giving an illegal advantage to another Google product, its comparison shopping service.” Although it is still going through appeal, Google has made changes to ensure other options are present on its services and SERP than its own.
How to make it work for you :
First, you need to start by optimizing your Shopping Ads and understand what products click and convert the most. For example, you can use SEISO Google Shopping Analyzer (Free to try) to get shopping reports. From there you can adapt your product feed and product pages to ensure you focus on products that are margin positive.
Once you have trimmed the feed and pages, you can go to your Google Merchant Center account in the Growth Menu. And set “Surfaces across Google” to “ACTIVE”. This feature was initially available only in the USA and India but is being rolled out worldwide.
2. Get impressions on Display and Youtube ads… but only pay for sales!
Video and display formats are not the type of ad you think of when it comes to online acquisition. They are more popular for brand awareness and influence targets.
But now Google wants to convince you otherwise. Why? Google has so much data on users’ profiles and their intents that they can predict what they will buy. Google knows the users very well: from the search queries, from the media they consume (Videos, AMP pages…), and its past purchases thanks to receipts received in Gmail.
Thanks to this treasure trove of data points, the algorithm identifies which new video game console the user wants. And it only shows him the relevant ads when he is ready to buy. The ad will be more likely to convert and Google will get a higher revenue per page by only showing converting ads to users: win/win.
You can now run performance-based targeting for Youtube Ads and on the Display network. It usually means a lower reach than a CPM or a Trueview campaign but you will get incremental conversions while controlling your budget.