The behavior of online shoppers is changing. Instead of browsing and navigating e-commerce websites for long, buyers are now spending less time on shopping sessions. According to data, people are spending seven percent less time on shopping sessions. Micro-moment shopping has taken place of marathon shopping.
What options do merchants have to woo buyers on their site that can capitalize this change in the buying behavior? If your answer is paid search, then you cannot be more wrong. The answer is Google Shopping, also known as Product Listing Ads (PLAs), traffic source that lives up to its name—the sales achieved by application of this new avenue, designed especially for e-commerce, surpasses every other internet marketing vehicles.
A factor that distinguishes Google Shopping ads from other ads vehicles is the middle-platform it offers to merchants to display products and its price, along with features, without the need to visit a website. Moreover, the method brings the visual appeal into the shopping decision—according to studies, photographs are processed differently by the mind than words and acts as a factor in influencing buyers. More or less, PLAs is an online version of window-shopping, which attracts buyers instantly. This feature takes advantage of the changing shopping behavior and leads to leveling of the business field. Employing PLAs, evidently, is essential for e-commerce success.
Where does PLAs appear?
Google Shopping ads appear either on the top, just like paid text ads, or in the right-hand bar when a user looks for a product on Google. Additionally, one can access the shopping ads by hitting the shopping tab.
Advantages that PLA’s offer Advantages that PLA’s offer
- The average cost per acquisition (CPA) is significantly lower than running a paid search campaign, which, because of rigorous competition, is going up day-by-day.
- It brings relevant traffic that often leads to conversion with low lag time
- The cost of conversion (CPC) also remains lower than one spends on pay per click accounts.
- The rate of conversion, more or less, remains on the level of paid search; reports points to surpassing of PPC by the PLA’s in the coming time.
- E-commerce stores, with the help of shopping ads service agency, have achieved unprecedented results, producing a lot more website traffic than they could with paid search campaigns at a higher cost.
- Three to five folds Return on Ad Spend (ROAS) across all the ad groups; in comparison to paid search, a campaign spends a lot less and brings better results. The early adopters have reaped the best results, which goes up to ten folds ROAS.
- Remarketing is embedded in the PLA’s, which further enhances the probability of the conversion.
What does one require to run a Google Shopping campaign?What does one require to run a Google Shopping campaign?
- First, one needs a Google merchant center account to avail the Google shopping services.
- Smooth access to the website—one that inspires confidence among buyers—where validation tags can be added easily.
- PLAs experts, who typically have different sets of skills than PPC professionals, to run the shopping campaign. Many hire shopping ads service agency or avail white label shopping ads service from internet marketing agencies.
- A good seller rating, which is determined based on the previous transactions with Google Checkout
- One must have either a dynamic feed or a comma-separated values (CSV) file.
Google recently has energized PLAs by adding remarketing feature to Google Shopping, along with local inventory ads, to expand the capabilities. It is a sign that product listing is producing results for e-commerce owners, and they are looking for more ways to optimize the avenue further. It would not be a surprise if Google Shopping ads campaigns supersede the PPC marketing soon.