The way that consumers are shopping today continues to evolve with dynamic market conditions. 25% of U.S. shoppers say they will continue to shop online and avoid going in stores even as stores re-open.1 As shoppers move online, Smart Shopping campaigns2 are helping advertisers adapt by optimizing for your goals based on real-time signals across Google, including Google Search, Google Images, YouTube and millions of sites and apps across the web. This means you can be sure to show your products to the right customers at the right time as consumer demand unpredictably fluctuates. Now, we’re making Smart Shopping campaigns better by offering a new goal and more visual ways to stand out from the competition.
Acquire new customers with Smart Shopping campaigns
With consumers increasingly adapting to a digital-first lifestyle, getting in front of shoppers in their moments of need and inspiration is more important than ever before.3 In fact, in May, 1 in 3 U.S. shoppers said they shopped online with a store that they hadn't before. Now, in addition to optimizing for sales, Smart Shopping campaigns will help you drive new customer acquisition by allowing you to add a conversion value for sales from new customers.
New customer acquisition goal in Smart Shopping campaign settings
Retailers participating in our beta program have seen great results. IT Cosmetics, a makeup and skincare brand, found that new customers who bought their core products are more likely to purchase again. The brand partnered with Add3 to focus their efforts on driving sales from new customers. By adding the new customer acquisition goal in their Smart Shopping campaign, they saw a 188% increase in revenue from new customers.
Shopping ads for IT Cosmetics on Google Images in U.S.
Showcase your brand and products in more visual ways
Just as Smart Shopping campaigns can optimize your bids and placements, the format in which your products are displayed will also respond to your customers’ needs. We’re adding more visual features to help customers easily discover more retailers, explore options and narrow down who they want to make a purchase with.
For example, let’s say a customer is browsing around for furniture ideas across websites and apps. They may see a video Display ad from your Smart Shopping campaign to help showcase relevant products to them in that moment.
Featured video content on Display ad from Smart Shopping campaigns
After more research, the customer narrows down their choices and starts searching specifically for “side chairs”. They may see a more immersive, browsable experience with a carousel of your most relevant products.
1) U.S. example and 2) U.K. example of responsive shopping experiences that may become available
When the customer is ready to buy, they may see annotations that can help them make an informed purchase decision. For example, you can highlight free and fast shipping on Google Search (U.S. only). Retailers who participated in showing free and fast shipping annotations saw an average increase of 9% in conversion rate.4 In the future, more variations of these annotations will become available.
Example of free and fast shipping annotations on Shopping ad in U.S.
In addition, you can continue to highlight promotions on your products to further convince customers to make the purchase with your business. Running promotions on your Shopping ads can offer an average 28% uplift in conversion rate.5 To get started, sign up for the interest form. (U.S., U.K., DE, AU, IN, FR only)
1) U.S. example and 2) France example of promotion annotations on Shopping ads
Wherever you are on the path to recovery, Smart Shopping campaigns can flex to your goals, whether that’s increasing online revenue, acquiring new customers or driving local sales. With one campaign, you can grow online sales by helping customers discover your products through video, immersive product imagery and special offers, like free and fast shipping or discounts. Get started with Smart Shopping campaigns today.
Posted by Dimitris Meretakis, Group Product Manager
1. Google commissioned Ipsos COVID-19 tracker, U.S., n=1000 online consumers 18+. June 4-7
2. In Europe, Smart Shopping campaigns can be used with any Comparison Shopping Service (CSS) you work with. The ads will show on general search results pages and on any other surfaces the CSS has opted in to.
3. Google commissioned Ipsos COVID-19 tracker, U.S., n=1000 online consumers 18+. May 21-24
4. Google internal data, Oct 2019. Controlled experiment of 'Free x-day' annotation on Shopping ads showing on Google Search, results conditioned on impression count and does not consider any ranking impact.
5. Google internal A/B testing data from Nov 2019 - Feb 2020, analyzing Shopping ads conversion rate with a promotion annotation versus Shopping ads without an annotation, including 9569 advertisers across the United States, United Kingdom, Germany, France, India and Australia