Google Merchant Promotions

You know what they say: “A picture is worth a thousand words.” That is why Google Shopping Campaigns have become such a favorite tactic for e-commerce advertisers to get their products in front of prospective shoppers. These campaigns give online retailers the ability to show a product image and purchasing information directly on Google results pages. Many times these ads are highly effective and outperform organic search results and text ads.

Now Google Shopping Campaigns have been around for a while and savvy e-commerce advertisers may have maxed out the performance of these campaigns and find the performance of their campaigns has hit a plateau. Stagnant trends don’t excite anyone – but Google Merchant Promotions might be just what is needed to break the monotony.

What are Google Merchant Promotions you ask?

The name is pretty self-explanatory; basically this feature gives online e-commerce advertisers the ability to append a special offer to their Shopping Ads. There are a couple of benefits to doing this:

  • Retailers can distinguish themselves from the other products being presented
  • These promotions give that added incentive to shoppers to click through and visit the retailer’s site

Here is an example of what this looks like. Sharper Image is offering FREE SHIPPING. This small addition to the ad might seem simple. But when a shopper is presented with a menu of options and Sharper Image has their offer showing up in the SERP they’ve just set themselves apart from the other retailers.

Google Merchant Promotions 2

If you want to learn more about how to get Google Merchant Promotions running on your Google Shopping Campaigns – here is a link to Google’s getting started guide.

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