30-second summary:
- Make no mistake, Google Shopping is still mostly a paid PPC channel, but you can also enjoy its free traffic
- Video and display formats are not the type of ad you think of when it comes to online acquisition
- They are more popular for brand awareness and influence targets
- All conversions are not born equal, especially, when it comes to acquisition channels – a purchase on your site from a new customer has more value than one from a returning one
- It’s easy to forget that most of the business still happens offline and that Zoom calls and online shopping are not all there is to life
- Yet offline conversion trackings are not always taken into account
- With Gallery Ads, Google offers a new ad format integrated into the Search Network
- As these ad formats are for mobile displays only, their dimensions enable advertisers to make a stronger impact than with a text ad
Google released new smart features and ways to buy ads on its different channels. They allow marketers to increase their reach and to try new approaches. As always with the novelty, there will be a learning curve.
At SEISO, the reference PPC insight platform, we analyzed the impact of these updates on more than 13,000 accounts. Here is how you can make them work for you.
Content created in partnership with SEISO[1].
1. Get listed for free on Google Shopping
Make no mistake, Google Shopping is still mostly a paid PPC channel, but you can also enjoy its free traffic. Why is there a free option? After the introduction of the shopping channel, Google ousted most of the other price comparison websites from its SERP (Shopping.com, Shopzilla, BizRate, and others). The