Google Shopping Strategy at ChannelAdvisor
Over the last couple of years, businesses have steadily shifted more and more dollars to Google's Product Listing Ad (PLA) format. These more informative, image-based ads have created a better search experience for shoppers, as well as an increase in conversions (sales) for retailers. So it's no surprise to see the current transformation of the search engine results page (SERP), where paid ads are given premium shelf space, and organic listings are pushed farther and farther down the page. As Google updated the look of the SERP, it also began thinking about how these ads could be better managed behind the scenes.
Google recognized that retailers needed flexibility in how they structured campaigns for their PLAs, and created a solution: Google's Shopping Campaigns. These campaigns allow PLAs to be managed at the granular level, and offer great control over bids. And with ChannelAdvisor Digital Marketing and our Product Group Generator, the process of creating, managing, and optimizing your Google Shopping campaigns is streamlined and synchronized to save you time.
Product Listing Ads (PLAs) are Google ads that include richer product information, such as product image, price, and merchant name. Product Listing Ads are eligible to appear on both Google Search and Google Shopping pages. These ads display prominently along the top or right side of the search results page.
ChannelAdvisor offers what we call complete “4C” support for all the primary components of Google Shopping:
The following pages will walk you through the steps to successfully prep and build a Google Shopping campaign. Along the way, you'll pick up some advanced tips and recommendations to ensure that your new campaigns are running smoothly.
Then, read on to learn the steps involved in creating your Google Shopping Campaigns with ChannelAdvisor by visiting our Google Shopping page on the SSC.