Understanding Shopping Channel Management

HOW IT WORKSgoogle shopping

Google Shopping Ads (also known as PLA’s or Product Listing Ads) are ads that showcase advertisers products on the search results page, with a picture, price and link to the product page.

Unlike text ads, where advertisers bid on keywords they want to show up for, in shopping ads advertisers bid on what products they want to show up for.

With the lack of complete transparency on which keywords those products are showing up for, many advertisers don’t have effective Google Shopping strategies. Moreover, Google doesn’t give you any insight into your rankings, therefore not allowing you any insight into how different bidding strategies would impact your traffic and sales.

To get onto a channel like Google Shopping, you have to create a dynamic feed that adhere’s to the Google Shopping feed specifications.

Nonetheless, Google shopping is still one of the most profitable drivers of traffic for ecommerce merchants. Internetmarketing.net has created an analysis tool to understand Google Shopping more deeply, IM-Pact ™.

Test drive our IM-Pact ™ tool, and understand how you’re doing in Google Shopping.

What Are Comparison Shopping Engines

Comparison Shopping Engines group products based on keyword searches, listing products with the same SKU on comparison pages (such as Google Shopping, Shopzilla, Shopping.com & Pricegrabber etc) as product ads, which once clicked, take the user to the respective product landing page on the sellers website. Merchants then pay for each click thru to their website (or CPC/PPC).

Customers then have the ability to compare what product options are on offer from various merchants based on product price or product item.

For merchants, CSEs have the ability to provide great exposure for products to a qualified target audience.
Merchants can also optimize ROI and COS by managing their bids on products and categories.

What Are Marketplaces

Marketplaces have their own feed specifications – for example check out Amazon’s feed specifications, the products from the feed list within the search results as cataloged items allowing shoppers to compare product options such as price and shipping costs.
Unlike CSE’s, the purchase of the product is done within the Market Place and not on the suppliers website.
While the difference between the two is almost indistinguishable for customers, this is not the case for merchants.
Rather than a CPC program, Marketplaces charge merchants a percent of each sale, which varies dependent on the merchant site. This drastically shifts merchant strategy.

Benefits Of Comparison Shopping Engines & Market Places

  • Maximize Exposure & Profitability on Google & Bing Shopping
  • Get insight into creating better bid strategies
  • Identify who is beating you in Google Shopping & Why

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