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Google Paid Search & Shopping: Building Complementary Marketing Strategies

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Optimizing your paid search and shopping campaigns on Google is a full-funnel strategy that engages consumers at any stage of the shopping journey. Learn how to elevate your performance marketing efforts with cohesive strategies across both channels.

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Google Paid Search & Shopping: Building Complementary Marketing Strategies

  1. 1. GOOGLE PAID SEARCH & SHOPPING BUILDING COMPLEMENTARY MARKETING STRATEGIES
  2. 2. Many retailers use search and shopping channels to reach consumers on Google.
  3. 3. However, few retailers devise cohesive strategies across these two channels.
  4. 4. By planning search and shopping campaigns together, you can elevate your performance marketing efforts—and get the best of both channels.
  5. 5. SO YOU'RE SAYING MY MARKETING PERFORMANCE IMPROVES IF I UTILIZE BOTH TOGETHER
  6. 6. SO YOU'RE SAYING MY MARKETING PERFORMANCE IMPROVES IF I UTILIZE BOTH TOGETHER says who?
  7. 7. FACTS.
  8. 8. FACTS. NUMBERS.
  9. 9. FACTS. NUMBERS. GOOGLE.
  10. 10. FACTS. US. NUMBERS. GOOGLE.
  11. 11. us as in Sidecar not the USA FACTS. US. NUMBERS. GOOGLE.
  12. 12. us as in Sidecar not the USA FACTS. US. NUMBERS. GOOGLE.
  13. 13. Shoppers who view a brand’s paid search and shopping ads together are 90% more likely to visit a retailer’s website than those who only view paid search ads. Source: Google and Millward Brown Digital, “Text Ads and PLAs—A Winning Combination”
  14. 14. 90%?? YUP. 90%
  15. 15. WOAH 90%?? YUP. 90%
  16. 16. Each channel has unique advantages and a specific role in the shopping journey.
  17. 17. Each channel has unique advantages and a specific role in the shopping journey.
  18. 18. Each channel has unique advantages and a specific role in the shopping journey.
  19. 19. Each channel has unique advantages and a specific role in the shopping journey.
  20. 20. PAID SEARCH ADVANTAGES
  21. 21. Descriptive Ad Copy Paid search ads showcase your value proposition. Engaging copy highlights the unique benefits of your products and brand. Ad 100% Cotton Your Fit. Your Feel.
  22. 22. stainless steel water bottle Selective Keyword Bidding Bids are placed at the keyword level, so you can bid on specific keywords or keyword groups that are most important to your business. custom plastic water bottle reusable water bottle
  23. 23. stainless steel water bottle Page Promotion Flexibility Paid search ads can direct consumers to any page on a retailer’s website. www.retailer.com/waterbottlesAd
  24. 24. GOOGLE SHOPPING ADVANTAGES
  25. 25. Top Real Estate Shopping ads are the first thing consumers see when searching for products on both mobile and desktop.
  26. 26. $17.99 $1$14.80 Visual Format Shopping ads put images of your products, as well as price, front and center.
  27. 27. $17.90 $24$17.99 $14.80 $21.99$19.99
  28. 28. Mobile Experience The shopping ad carousel encourages mobile shoppers to scroll and view more products. $17.90 $24.99$21.99
  29. 29. WAYS TO INTEGRATE
  30. 30. Serve the Search-Shopping One-Two Punch Optimizing search and shopping campaigns on Google is a full-funnel strategy that engages consumers at all stages of the shopping journey.
  31. 31. to the funnel Serve the Search-Shopping One-Two Punch Optimizing search and shopping campaigns on Google is a full-funnel strategy that engages consumers at all stages of the shopping journey.
  32. 32. AWARENESS CONSIDERATION DECISION RETENTION Source: Sidecar PAID SEARCH ADS GOOGLE SHOPPING ADS RLSA & SIMILIAR AUDIENCES
  33. 33. Paid search ads can be used to engage top-of-funnel shoppers, who use broad keywords to research products.
  34. 34. Google Shopping uses image-driven ads to engage with shoppers. These ads can be used to target high-intent shoppers, who use specific and branded queries as they close in on a purchase.
  35. 35. RLSA and similar audiences are used in both channels to re-engage past customers, nurture the relationship, and target new shoppers with similar queries.
  36. 36. Give Your Ads Maximum Visibility An inefficient query on Google Shopping may be a valuable, early-funnel keyword in your paid search campaigns. Periodically review and test your negative keywords on Google Shopping to ensure you don’t miss opportunities for exposure in paid search.
  37. 37. Play to the Strengths of Each Channel Products disapproved for images or missing GTINs on Google Shopping can be promoted in paid search. Paid search ads don’t require product images or GTINs to go live. You can promote these disapproved products for maximum exposure in Google’s ecosystem.
  38. 38. MAKE THE MOST OF GOOGLE’S SEARCH NETWORK
  39. 39. By understanding how each channel works and complements the other, you’re in position to take advantage of the most opportunity on Google’s search network.
  40. 40. Interested in learning more about developing a cohesive paid search and shopping strategy on Google?
  41. 41. Consult our guide, 3 Ways Retailers Can Amplify Revenue with Cohesive Search & Shopping Strategies on Google, and discover how to better align campaigns across channels. go.getsidecar.com/google-search-shopping

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