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

Converse opens its first Cape Town store
19/07/2018 - 16:12
One of the most recognised sneaker brands, Converse Inc. announced the opening of their sixth specialty retail store in South Africa.

David Jones impairment to send Woolworths into the red
19/07/2018 - 13:44
Woolworths will report a loss due to the impairment of its Australian department store chain David Jones.

Dis-Chem says pricing is behind its increase in market share
19/07/2018 - 11:05
Healthcare retailer Dis-Chem says its "everyday low price" strategy held it in good stead, as the group was winning market share in all key categories.

Angolan hyperinflation shock hits Shoprite
19/07/2018 - 08:36
Hyperinflation in Angola dragged down Shoprite’s full-year revenue, sending the share price down as much as 6.5% on Wednesday.

528 000 meals & counting - SA unites this Mandela Day
18/07/2018 - 13:33
South Africans united this Mandela Day and together raised enough food to provide over 500 000 meals to those who go hungry every day. This number is expected to climb through the week.