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 2017, 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

Health innovation is an opportunity for South African brands across multiple industries
23/09/2019 - 14:22
With government striving to pass legislation to create a National Health Insurance (NHI) scheme to serve all South Africans, the country’s health and wellness market is in flux. Along with the global trends reshaping the sector, this is a recipe for massive change and disruption that could have wide implications for consumer brands in every segment.

Pick n Pay rolls out R4 lifetime reusable bag made from recycled plastic bottles
20/09/2019 - 14:14
Pick n Pay is rolling out its new budget green People n Planet reusable bag nationally after a successful trial with customers earlier this year. The bag is expected to be in all stores by mid-October.

Shoprite targets rivers on World Cleanup Day
19/09/2019 - 14:59
The Shoprite Group has partnered with the South African Department of Water and Sanitation to host river cleanups on World Cleanup Day (21 September 2019) and everyone’s invited to join in.

Zara launches online store in South Africa
19/09/2019 - 11:58
Zara has launched its online sales in SA through its dedicated website zara.com/za. This marks an important milestone in the expansion of Zara’s integrated store and online platform into markets where it already has a store presence.

Pick n Pay launches collectable Rugby Super Cards
19/09/2019 - 11:28
Local sports fans can once again feel part of the upcoming rugby tournament thanks to the launch of Pick n Pay’s new Rugby Super Cards.