Google’s latest innovation is Google Smart Shopping, a new campaign type in which websites can use automated ad placement and bid on Google AdWords. However, is Google Smart Shopping always the best option for advertisers? Here’s a closer look at how Google AdWords and AdSense work, the advantages of using these programs, and whether or not users really gain anything from this campaign type. To better understand the situation, let’s take a look at how smart shopping works.
Google’s smart shopping ads work like most other Pay-Per-Click campaigns. They display relevant search results, along with relevant contextual advertising that matches the searcher’s search request. The difference between smart shopping ads and regular Pay-Per-Click campaigns lies in how they work. While the former tend to perform on a “niche” basis, the latter are more often than not used as a main source of traffic for websites.
What makes smart shopping campaigns more powerful, then, than other types of campaigns? Let’s start by examining the benefits of a smaller campaign. When running a small campaign, it’s easy to miss out on potential sales because of poor search engine optimization. This means less chance of attracting potential customers and clients. Also, small-scale campaigns don’t generally have the same benefits as larger retailers, such as higher click-through rates or conversion rates.
On the other hand, large retailers typically have a number of sources to draw from when running a larger advertising campaign. For instance, large retailers may rely on search engines, paid directories, display ads, and other traditional methods. Since most Internet users have at least one search engine query in which they’ll search for products, displaying advertisements on web pages with high traffic is highly recommended.
However, running advertising campaigns aren’t enough to generate sales. Retailers must have a clear plan of action to help them attract new customers, as well. New customers can only be attracted by an appropriate advertising plan that focuses on their individual needs. Therefore, smart advertising must provide retailers with specific goals based on the goals of the business. These goals must be both realistic and specific. For example, if a retail outlet only plans on focusing on selling laptop computers to customers who need them right away, they should not advertise on television for people who might be interested in buying a gaming console later.
A successful smart shopping campaign will also seek to generate leads in a cost-effective manner. A common mistake many small-scale companies make is choosing to display ads based on their content, rather than targeting their audience specifically. For example, if an outlet only intends to display laptop computers on its shelves, a laptop ad campaign might prove more successful than one designed to sell various other computer accessories. Display advertising campaigns should be designed to specifically achieve a company’s goals, which may include: increasing sales, attracting new customers, or both.
Another benefit of smart shopping is the fact that it allows advertisers to choose the format in which they will run their campaigns. Since most Internet users are more familiar with search engine results, most ads are displayed in this format. Furthermore, most mobile users prefer to see advertisements on their mobile devices, as opposed to a desktop, tablet, or website. Because of this, most mobile advertising venues are set up to target certain groups of audiences, such as young adults, seniors, and students. Furthermore, most advertisers find that pay per click marketing campaigns are much easier to track and implement than any other form of campaign management.
The most important benefit of smart shopping is that it saves both time and money. Instead of having to perform tedious research and design traditional advertisements, companies can now simply use existing Internet marketing campaigns to create their advertisements. Additionally, there are a number of tools and technologies available on the Internet that make it easy to create intelligent advertisements that are engaging and informative at the same time. These campaigns usually include both pay per click as well as automated bidding strategies. In addition to saving time and money, these campaigns also increase conversions, which are the improved performance of products or services that consumers decide to purchase.