GANDT Fireside Chat #026 | Google Shopping Retail Categories and Landing Page Best Practices

True to our motto “Working Out Loud”, we at GANDT Ventures exchange our thoughts and ideas on current news topics in the world of online marketing, digital retail, and e-commerce. This helps us uncover opportunities that can be used for companies and our clients as part of our daily business.

But most of all, it is a lot of fun and a great way to share knowledge.
Our podcast-style chats are available to anyone who is interested to find out more about what Google, Facebook, Amazon and the likes are up to. Listen in, learn a little something and get to know the team.

Google integrates Rising Retail Categories into Google Ads Reporting

We have already reported in our Fireside Chat #015 about Google’s new feature which provides data on the most frequently searched product categories.

Now Google has decided to integrate the product categories into their Google Ads Reporting. So now gives the opportunity to see the performance of the retail category based on the placement where the ad was shown.

The new report allows advertisers to select up to 5 levels of a retail category, including a breakdown of the KPIs for Google Search vs.Google Shopping.

In the past, it was only possible to gain insights into the performance of individual categories to a limited extent – it was therefore necessary to integrate an appropriate naming in the campaign name to enable a complete evaluation.

Listen to our Fireside Chat if you want to learn more about this new feature and the requirements!

Google Shopping – Best Practice Landing Pages

According to the searchenginejournal online shops spend up to 76% of their search marketing budget on Google Shopping. But is it always a profitable investment?

According to the latest studies, the linking of shopping ads to product detail pages, currently “best-practice”, is not always the right way.
Optimization of landing pages can make the shopping budget more efficient.

Landing pages with several products can double the conversions.

According to the Monetate Ecommerce Q1 2018 report, the probability that visitors who land on single-product pages as a result of a search are more than twice as likely to leave the site immediately as those who land on other types of landing pages.

So the recommendation is clear: landing pages from the Google Shopping Ads should show several products “above the fold” so that the user continues searching in this shop instead of switching back to Google.

Using multiple product pages also allows you to offer shoppers a personalized search experience that will surprise and delight them.

In the USA, users even find themselves forced to stop their product search on Google and search for products on Amazon instead. This comparison shows why consumers prefer Amazon to Google Shopping.

This is because Amazon offers several products on the landing page, with five out of eight products matching the customer’s search query.

On the other hand, landing pages with multiple products should not be used in every channel – for ads in social media, landing pages with individual products perform even better.

So what exactly should a multi-product landing page for Google Shopping look like? And why should this not be used in all channels?
Listen in and find out!

Agenda | GANDT Fireside Chat Video #026