As retailers look to strengthen their digital marketing game, incorporating Google’s Shopping Showcase Ads may spice up their recipe. However, for marketing teams that have not utilized Google’s Shopping Showcase Ads in the past, adding them into the mix without key knowledge may lead to a “recipe for disaster” rather than a recipe for success, according to PMG’s Price Glomski.
In an op-ed published on Internet Retailer, Price explores and provides best practices for brand marketers looking to decide if Google’s Shopping Showcase Ads are the right ingredient to spice up their digital marketing game. His article gives an overview of Google Shopping Ads, and how retailers can experiment with and explore the variety of options for driving conversions with Google Shopping Ads.
He recommends brands try owning a category during a new product launch because, “This particular format adds a lot of value given an assertive SOV strategy. Use the broad targeting to own or test-in new product awareness or potentially market sizing. Pair this category investment with 5+ creative options, including header image diversity and text/copy options.”
Another recommendation centers on enhanced header images. He said, “Break up ad blindness by testing different imagery within the header. Many brands use their typical product page photography, which is understandable, however, look at testing lifestyle photography, images depicting movement, and Instagram/Pinterest top engaged images.”
With planning for the upcoming holiday shopping season upon us, this article is a must-read for retailers looking to take advantage of an amazingly effective channel.