Traditionally in PPC, the ads for your product or service could only appear once in any search engine results page (SERP). With the recent introduction of the Google Shopping feed into paid search results in the NZ market, we have noticed multiple listings for paid ads from single retailers appearing on the same SERPs.
Google has been displaying multiple sponsored ads from the Google Shopping Feed as well as the text ad for the same search result. In effect this gives the retailer multiple sponsored listings that take up very valuable real estate at the top of SERPs.
Below is an example from a business we work with called Home Interiors.
As you can see, not only are there multiple sponsored ads in the above example but, interestingly, the right-hand rail is back in use for sponsored ads.
In the second example below, the format is more in line with what we have seen with the right-hand rail free and sponsored ads aligned with the other search results.
This sort of brand exposure alone on single search results pages could be a great investment for many retail businesses, especially as it is still on a cost per click basis.
Why should you care?
If you are in retail and sell products online this really could be a massive opportunity to get great exposure as an early adopter in the shopping channel. Inevitably, CPC prices will increase as more of your competitors start using this channel.
Setting up and managing the channel can be tricky so I would advise getting assistance from professionals with experience — we can help.
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Glenn is a Partner and Senior Consultant who has had a very successful career building growth companies in the private equity arena. He has a wealth of experience in both the digital space and strategy development. Prior to becoming a partner in SureFire Glenn built one of the largest digital teams in New Zealand for a NASDAQ listed global online marketing company & Google's largest premium partner.
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