GOOGLE SHOPPINGAND MOBILE

➢A STUDY BY GOOGLE FOUND THAT 6 OUT OF 10 CONSUMERS USE MORE THAN ONE DEVICE WHILST SHOPPING ONLINE

INTRODUCTION

CROSS DEVICE COMMERCE HAS BECOME AN ESSENTIAL PART OF SELLING ONLINE, AND AN INTEGRAL PART OF MARKETING STRATEGIES.

SOME STATS ABOUT MOBILE

34%OF ONLINE PURCHASES TAKE PLACE VIA A MOBILE DEVICE

50%OF TOTAL ECOMMERCE TRAFFICCOMES FROM MOBILE DEVICES

65%OF SHOPPERS START THEIR

SHOPPING SEARCH ON MOBILE

89%INCREASE IN TURNOVER FROM

SMARTPHONES IN 2016

THE BENEFITS OF A MOBILE CAMPAIGN

• PAYMENT ON A COST PER CLICK (CPC) BASIS

• AN INCREASINGLY IMPORTANT DISPLAY FIGURE

• TARGETING A MORE LOCAL CLIENTELE

• EXCELLENT RETURN ON INVESTMENT

• POSSIBILITY TO HAVE SEPARATE BIDS THROUGH ADWORDS SUPPORT

(MOBILE, TABLET, PC), WHICH MAKES TARGETING EASIER

THE NEW TRENDS IN MOBILE

• The mobile as a tool for “digital window shopping”

A real middleman between physical stores and websites, smartphones provide consumers with a wealth of information on products and customer reviews, wherever they are and at any time, making it easy to make a decision about buying.

• The importance of keeping it local:

Despite a drop in shop traffic, 82% of smartphone users use them to learn about their next in-store purchase. "Local" searches (containing terms such as "close by" for example) doubled last year.

Constantly changing consumer buying habits

ADAPT YOUR SITE FOR MOBILE

• An adapted design:

CMS are generally not optimised for mobile display, but this is anincreasingly important audience share. It is more than recommended toadapt your site to satisfy all of your customers.

• Adapt the structure of your campaigns by separating mobile and desktop:

In AdWords, find your best sellers products on mobile and separate them from yourdesktop campaigns. This allows better statistical tracking (search terms per device) and simplified bidding per device.

• An SEO responsive site:

Google relies on the content and speed of your mobile site for indexing search results. It is essential to adopt a responsive site (with the same content as your desktop one) to make sure it’s properly indexed.

Improve your SEO with mobile

OPTIMISE YOUR CAMPAIGNS

Some key points to keep in mind

• Analyse your ad distribution:

Investigate where your traffic comes from, avoid targets that are not worth it, and adjust your bidsaccordingly.

• Keep testing :

Adjust your ads based on time of day, test new ad groups, separate them, etc...until you find the best option for your business. Even the smallest adjustments can have a big impact!

• Establish a list of words to exclude:

Depending on the search terms report in AdWords, pick out the inappropriate words in search termsand make a list of words to exclude from your ads.

OPTIMISE YOUR GOOGLE SHOPPINGFEEDS WITH LENGOW

Set up your Google Merchant Center account:

Manage your settings, update all of your account information, and check your current

status (whether or not it is "verified" by Google).

Manage your Google Shopping feed:

- Create an organised and well structured product feed through field matching and category mapping

- Manage your product catalogue by creating rules and filters based on the performance of each product

Use Custom Labels:

Use AdWords to define and group your "top products" selling on mobile. Then, define a different bid to optimise them for mobile viewing.

• Add an URL that is optimised for mobile:

This URL will take the client to an optimised landing page.The "landing page" is the web page that appears initially when a user clicks on one of your products.

Completing the "mobile_link" attribute when setting up your feed will allow you to take yourmobile clients to an optimised page for mobile viewing and will ensure an optimum ads display.

Watch out: Don’t use Flash, Silverlight, and ActiveX technologies on your optimised landing page.

Work on your feed optimisation

OPTIMISE YOUR GOOGLE SHOPPINGFEEDS WITH LENGOW

Set up local ads using Google Local Inventory Ads:

Save required feeds (product inventory feed + in-store product feed) directly intoyour Merchant Center. Lengow supports a variety of Google’s feed formats,namely CSV, XML and JSON.

➢ Get more information on these feeds here.

.

Why use local ads?

- 8 out of 10 customers consult their smartphone to findinformation on a product before going to the shop

- The number of local searches have doubled last year

OPTIMISE YOUR GOOGLE SHOPPINGFEEDS WITH LENGOW

➢ For more details about Local Inventory Ads and Google, take a look at this presentation.

Set up local ads using Google Local Inventory Ads :

Note: During a local search (« near me »), Google prioritises Local Inventory Ads.

This allows you to:

- Promote your physical store inventory: Let the customer know that you own the item they are looking for at the time they are looking for it.- Increase the visibility of your online shop.- Measure the performance of ads and calculate their impact on in-store traffic.

OPTIMISE YOUR GOOGLE SHOPPINGFEEDS WITH LENGOW

Location Extensions with AdWords:

To be even more precise with your local ads, you can use location extensions. To start usingthem, you'll need to link your Google My Business account to your AdWords account.

You can then set the location extension in AdWords by directly selecting the campaign or ad group on which you want to use it.

Setting up location extensions on your ads can be particularly useful for mobile searches, sincethe vast majority of consumers consults their smartphones before heading to the store.

OPTIMISE YOUR GOOGLE SHOPPINGFEEDS WITH LENGOW

Set up promotional campaigns with Lengow:

Lengow’s clients with a Merchant Center account and a Google Shopping feed can test theireligibility for promotional campaigns (from Google).They can then set up their Google Shopping Promotion feed within Lengow.

The product ads then include a special offer mention.When you click, a window with details of the offer appears.

cole haan

OPTIMISE YOUR GOOGLE SHOPPINGFEEDS WITH LENGOW

CASE STUDY: NATURE & DÉCOUVERTES

Nature & Découvertes wanted to sell on Google Shopping and didnot have a solution for flexible data management.

With Lengow, Nature & Découvertes were able to use various tools, such as setting up automatic rules on their product titles.

Thanks to very visual ads and accurate messages, Google Shopping has granted Nature & Découvertes a very good ranking in its search results.

55% increase in conversion rate on Google Shopping between 2015 and 2016.In the same period, mobile conversion rate saw a 151% growth.

Results:

TO FIND OUT MORE...

TAKE A LOOK AT OUR GOOGLE SHOPPING GUIDE...

➢ A PRACTICAL GUIDE DEDICATED TO YOURCAMPAIGNS OPTIMISATION

➢ TIPS & ADVICES FOR OPTIMISING YOUR ADS AND CREATE PERFORMING CAMPAIGNS

Download the guide