20201019 ML Brief
Shopping campaigns: Play like every day is a holiday
Shopping campaigns are becoming a major source of website clicks and revenue during the holiday season, and the “Shopping Campaigns: Play Like Every Day Is A Holiday” panel at SMX Advanced featured tips and advice from three PPC veterans: Ann Stanley, Todd Bowman, and Mona Elesseily.
Ann Stanley: Shopping ads, buy buttons, social commerce & remarketing
Shopping ads and buy buttons are everywhere. Stanley explored those areas where ads are driven by product feeds, and clicks either lead to retailer websites or convert on host platforms. Her talk was full of data insights and provided a neat map divided into three conversion areas:
Area #1: The search giants: David Bing vs. Goliath Google
Thanks to Windows 10, Bing Shopping ads share is growing (21% US, 9% UK). With Google Shopping winning by volume, Bing nearly always shows lower CPCs. In terms of conversion and ROAS efficiency, results vary heavily by vertical. Bottom line: if you target the US or UK, give Bing a try to see how effective it could be for you.
Area #2: Social commerce: growing ecosystem with many faces
Social commerce still carries the promise of incremental returns by opening the door for the impulse purchases in the digital world. Stanley subdivides the area into four main types, showing how the growth potential is backed up by a hugely diversified ecosystem:
Area #3: Products and price buttons in display ads
Google starts using the Merchant Feed in many more areas: TrueView and the brand new Google Contextual Dynamic Creative carries product ads into YouTube videos and into the Display Network.
[Read the full article on Search Engine Land.]
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