The Google Shopping Opportunity for Alcohol Retailers
3GROUP BY PERFORMANCE
It will happen without fail: if you group
your products by something other than
performance, you’ll leave money on the
table. You’ll bid too high on some
products and too low on others.
Don’t bottle up your revenue stream
by ineffective product groupings.
Google Shopping is all about matching the
right product to the right customer, based on
the user’s intent. Aim for conversions, not
impressions by crafting accurate,
well-deﬁned titles and descriptions to help
prospective customers ﬁnd the exact
product they're looking for in your catalog.
MIND YOUR PRODUCT TITLES BE SMART ABOUT MOBILE
Smartphones account for about 40% of
all inbound trafﬁc to e-commerce sites.
If you want to capture your share of this
growing market, you’ll want to
automatically adjust your mobile-speciﬁc
bids to reflect that reality.
Google isn’t a behemoth by mistake. Nor is it a substitute
for “search” by mistake. It’s both by habit. And nowhere
is that more apparent than the world of commerce.
But what about product listing ads? (PLAs)
They make up more than half of all paid search clicks.
If you’re ever doubting the American thirst for a good time, look no further than search traffic. There are more than
according to AdWords. And when it comes to buying liquor, the opportunity is still being uncorked.
Q4 YOY Change in Ad Spends
F O R E V E R Y O N E
SHOPPER WHO CLICKS
AN ORGANIC SEARCH
RESULT ON GOOGLE,
TWO SHOPPERS WILL
CLICK ON A PAID AD
OVERFLOWINGThe Google Shopping Opportunity
for Online Alcohol Sales
SEARCH: WHERE IT ALL BEGINS
ADVERTISING: WHERE THE CLICKS COME FROM
3 STEPS TO JOINING THE PARTY
NEED HELP WITH THESE? WE CAN HELP...
BOOZE: SOMETHING EVERYONE’S LOOKING TO BUY
9% INCREASE ONE BILLION
of shoppers who researched
products online use search
engines to do it
of above-the-fold pixels on a
Google search results page is
taken up by ads
in ROI when measuring Google
Shopping PLA vs. non-branded
text search ad
Total number of products in
the Google Shopping channel
SIXTY-SIX %OF ALL SEARCH TRAFFIC ON GOOGLE!
CLICKS CLICK-THROUGH RATEQ2 2014
830,000MONTHLY SEARCHES FOR
900,000MONTHLY SEARCHES FOR
IF YOU’RE READY TO JOIN THE GOOGLE SHOPPING PARTY, YOU’LL WANT TO FOLLOW THESE BEST PRACTICES:
Sidecar is the ﬁrst and only technology that fully automates Google Shopping
campaigns at the product level. Retailers that use Sidecar drive millions of
dollars of measurable revenue and save time and internal resources, while
maximizing ROI and improving the search-to-transaction journey for customers.
$3 BILLION 11 PERCENT
Revenue generated by online beer, wine and liquor
sales in the US
Annual growth of online beer, wine and liquor sales in
US between ‘09-’14
Pop the champagne and prepare to celebrate.
For alcohol retailers that want to drive sales through Google Shopping, the glass is deﬁnitely half full.
The search and advertising giant allows product listing ads for beer, liquor and wine to flow freely through its shopping channel.
It’s an opportunity that can change the business strategy for any retailer that sells alcohol online.
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SOURCES: ThinkWithGoogle | Wordstream | AdGooRoo | Merkle | RKG | CPC Strategy | Adobe | Google AdWords | Ibis World
4.5 MILLION SEARCHES RELATED TO ALCOHOL EVERY MONTH ON GOOGLE