Chicago, IL (PRWEB) February 25, 2014
Google announced the new shopping campaigns in October of 2013, but only to a select number of advertisers. While global rollout is still on the horizon for later this year, Perfect Search has been implementing and strategically optimizing these new campaigns within their clients’ existing AdWords accounts for several months.
These new campaigns allow for more intuitive management of Product Listing Ads (PLAs), and integrates shopping data within Google AdWords accounts. Until now, data for PLAs was only available within Google Merchant Center.
“Google’s new shopping campaigns have allowed us to analyze advertising metrics on a much more granular level, and we’re able to use the performance of individual products to guide our strategies,” explained Casey Fisher, Senior Manager of Online Advertising at Perfect Search.
Products can now be categorized with a new “layering” system. Previously, advertisers had to manage product feeds within Google Merchant Center and organize products using different ad groups, which was inefficient if working with a large product list.
Now, Perfect Search is able to segment product feeds by as many strategic filters as necessary. For instance, instead of segmenting products solely by brand or type, products can now be segmented by both attributes, among others such as size, color, “bestsellers”, or discounts.
Furthermore, beyond applying several attributes to individual products, Perfect Search is now able to make strategic advertising recommendations based on the data of each individual product.
Anthony Lower, Online Advertising Analyst at Perfect Search, explained, “We now know exactly which products are driving traffic and conversions for our clients. We then use that data to influence the structure of the account to decrease cost-per-click and cost-per-conversion metrics. For example, one client that sells apparel online had an average cost-per-conversion of $52.69. After implementing the new shopping campaigns we were able to bring the cost-per-conversion to $8.76, an 83% decrease.”
Perfect Search applies a data-driven approach, developed through search engine marketing, to manage all online traffic sources through a variety of online marketing channels. This strategy generates more targeted traffic, higher conversion rates, increased segmentation and greater return on advertising investment.
For more information on ecommerce advertising services and other online marketing solutions, visit http://www.perfectsearchmedia.com.