Google Shopping might be the biggest game in town when it comes to paid shopping advertising channels, but that doesn’t mean that it’s the only one. Here are several reasons to consider moving beyond Google Shopping and exploring other options.
The people viewing your shopping campaigns already have purchase intent, and they need to narrow down exactly which product suits their needs. You’ll capture these customers through long tail searches, coupon sites and comparison shopping engines. It may take time to optimize for these different channels, but when you look at your long-term results, they can generate excellent revenue.
You aren’t trying to attract the attention of your in-market shoppers among a prominently out of market audience. Instead, shopping search results are shown entirely to these interested viewers. You don’t have to worry about screening out non-productive traffic, as they never would have seen your ads or had the opportunity to click on them.
These potential buyers are further down the sales funnel, so you can focus your product descriptions to smooth over any objections that stop them from taking the final step. They already have awareness of your products and most likely your company, so you don’t need to waste precious seconds covering redundant ground.
You already went through all the work required to create a Google Shopping Feed. That was the hard part of working with a shopping campaign. Using this information for other networks doesn’t require a lot of effort. You end up increasing the return on investment since you’re getting more mileage out of the feed.
You also put yourself in a position where you may be one of the few companies in your market that go outside of Google Shopping. Many e-commerce stores pass over additional channels because they don’t feel like it’s worth moving into. You may pay less for these campaigns compared to more competitive Google Shopping terms.
The only thing that you’re paying with the shopping campaigns is the cost per click. Once a potential buyer clicks on the product listing, you know that they’re a highly interested party that is nearing the end of the sales funnel. It’s much harder to get access to this traffic quality through other advertising channels.
Once you consider the minimal amount of setup that’s required to get started on another shopping network, it becomes a no-brainer to spread out to these channels. Setting your product feed to update automatically (hourly or daily) will allow you to broaden your reach without requiring a lot of resources.
Shopping traffic is among the most targeted you can get for your online store. It makes sense to get as much of this traffic as possible, so look out for relevant channels (like SourceKnowledge) and get the most out of your shopping feed!
April 1, 2019
Shopping, The Winning Curve