eCommerce | January 29, 2019
Enhance Google Shopping Ads with Rich Product Content
Increase sales by an average of 12.8% by publishing rich product information to your Shopping ads.
It’s no surprise that consumers turn to Google to find products that are just right for them, that’s exactly why you’ve placed Shopping ads into their search results. But, what if we told you it is possible to actively improve your presence on Google and have a greater hand at how your products appear?
“Tell me more”, I hear you say…
To kick-start 2019, Google introduced new ways to show high quality content to shoppers through their Manufacturer Center.
Not to be confused with Merchant Center, the Manufacturer Center it is a feed used to share detailed product information that is not captured in a Merchant Center feed. Launched in 2017, the Manufacturer Center required cloud-based content management software partners to publish detailed information. But now, Google is opening this up to allow all manufacturers to upload aspirational imagery and high-quality logos, in a bid to provide more visual experiences to help shoppers.
Because in a recent Google study, it was found that 56% of smartphone users shopping online have purchased from an unexpected brand when they considered the brand helpful.
What’s more, 66% of shoppers abandoned their baskets due to limited product information and 86% of shoppers are less likely to make a repeat purchase with a retailer if there’s inaccurate information.
Now, in the new section on Shopping product detail pages, to highlight a product’s unique features you’ll be able to populate your product pages on the Google Shopping property.
Google’s Manufacturer Center is only available to manufacturers, brand owners and brand licensors, however we are trialling this new update with a brand labelled a manufacturer and retailer. Watch this space.