Advertise with fastmoving.co.za
 
 

Google recently rolled out similar audiences for search and Google Shopping, which enable merchants to find consumers similar to their existing customers.
Google recently rolled out similar audiences for search and Google Shopping, which enable merchants to find consumers similar to their existing customers.

Google’s latest tool aims to help retailers find new customers

MARKETING NEWS

By Zak Stambor - May 5th, 15:59

Google recently rolled out similar audiences for search and Google Shopping, which enable merchants to find consumers similar to their existing customers. 

Google is looking to make it easier for retailers and other advertisers to find customers who share interests with their existing customers by rolling out similar audiences for its Google Shopping ads, as well as search ads.

Google draws the similar audiences based on past visitors to a retailer’s website, which it gathers via its remarketing lists for search ads (RLSA) tool. Google also announced that its Customer Match targeting tool for Shopping campaigns is available to advertisers around the globe.

When a retailer uses similar audiences for search, Google targets users who are searching the same terms as users recently added to the merchant’s RLSA lists. That means it uses information such as the searches users performed when they landed on or bought from, a retailer’s site.

For instance, if a sporting goods retailer creates a remarketing list of consumers who bought running shoes, that merchant can use similar audiences to determine if the shoppers tended to search for “triathlon training” or “buy lightweight running shoes” before coming to the site and making a purchase. Based on that information, Google’s similar audiences will then find other consumers who use similar search terms, such as those who search for “buy lightweight running shoes.”

In testing similar audiences for Shopping ads, GameStop Corp., No. 45 in the Internet Retailer 2017 Top 1000, found new customers who were “just as enthusiastic as the gamers who regularly visit our site,” says Matthew Gordon, the retailer’s multichannel acquisition manager. Since the retailer began using similar audiences with its Shopping ads, its conversion rate on those ads has increased roughly 30%.

Google also rolled out customer match for shopping campaigns globally. The tool enables a retailer to upload its email lists to find its customers when they search shopping ads on Google.

The tool enables an online apparel retailer, for example, to connect with its rewards members by using its “rewards members” customer email list to show them relevant shopping ads featuring the latest spring styles.

Ulta Beauty (No. 153) has used customer match for shopping to improve its engagement with online shoppers, says Dominic Manna, the retailer’s senior manager of digital marketing.

“With customer match for shopping, we could connect with our high-value email list subscribers, resulting in a higher click-through and conversion rate with these shoppers,” he says.
digitalcommerce360 

Read more about: retailer | google shopping | google |

Related News

Leveraging digital platforms for the greater good – beyond the 12-days of Christmas
15/12/2017 - 15:59
“Effective causal communications using the digital ecosystem can be powerful instruments for systemic change and brand longevity, not just in times of giving like the Festive Season”, says Deseré Orrill, Managing Director of HoneyKome and CEO of Ole! Media Group.

TFG Collect In Store expands countrywide
15/12/2017 - 08:39
The Foschini Group (TFG) has rolled out its Collect In Store service for online shoppers across the country, taking the number of participating stores to 184, and now offers the service entirely free, with no qualifying amount required.

Woolworths issues product recall on kids tees testing positive for animal fur
14/12/2017 - 15:28
Woolworths would like to advise their customers that it was alerted to the potential use of animal fur in the pom-pom trims on three children’s t-shirts. With immediate effect, the product was removed off the shelf, pending further investigation. Independent testing was commissioned and has confirmed that the fibre used in the pom-pom trim is indeed animal fur.

Digital signage video walls enhance adidas' brand experience at new flagship store
14/12/2017 - 09:00
Moving Tactics, South Africa’s leading digital signage solutions company, recently worked with adidas to install two video walls at their new flagship store in Sandton City Shopping Centre in South Africa.

UK retailers to reap rewards of christmas cross-border sales
13/12/2017 - 11:22
Cross-border trade is forecast to increase by 57 percent in the UK this festive period, indicating that more overseas shoppers are turning to British retailers than ever before for their Christmas shopping.