True @ Google Shopping Central

Google Shopping Priorities

Main focus for consumers: need for instant gratification (especially on mobile)

Google’s aim: minimise friction for consumers

Decision friction – minimise the factors that might affect the final decision to purchase

Transaction friction – minimise the factors that interrupt the ease of the purchase process

The Consumer Perspective

Consumers are getting more ‘browsy’

Main focus for merchants: a simpler, more manageable process

Google’s aim: minimise friction for advertisers

Feed management friction - make the feed creation and management less complex

Campaign management friction - allow more flexibility in the campaign management

The Merchant Perspective

Increase value

Deliver better insights

Simplify management

Key Priorities for Google Shopping

The Mobile Shopper

Mobile: a sales channel that can deliver the right message to the right user

at the right time.

Mobile Shopping Best Practices

• Keep in mind that people are used to scrolling on mobile, and mobile clicks are cheaper than desktop

• The main focus for advertisers needs to be minimising consumer friction and allowing speedy checkout on mobile

1st position in mobile shopping results gets up to 3x higher CTR

Mobile share of online transactions in the UK expected to reach 45% by end of ‘16

(that’s the 3rd highest in the world - in the U.S. it’s around 30%)

Best Practices in Feed & Campaign Management

Performance Optimisation Checklist1. Avoid suspension - this can be caused by prohibited products

or a mismatched landing page

2. Get all products live in your shopping feed

3. Optimise product content (e.g. optimise titles with attributes, keep each ad format in mind, provide high quality images etc.)

4. Differentiate your product ads (e.g. use merchant promotions, display product ratings etc.)