‘Tis the season for new updates from Google! Though Google has given us updates for Performance Max campaigns, they have announced new features for Google Search that are great companions for holiday ecommerce campaigns. The new updates include coupons, side-by-side deals and price insights.
Coupons and Promotions Labels
Along with existing promotions extensions, Google has rolled out coupons and promotions labels for shopping search results. When a consumer is searching for an item, if an advertiser decides to opt into the feature, a promotions badge will show up next to the item if the seller is running a special promotion. To compete with coupon websites, Google also added a coupon feature, which allows the consumer to copy and paste promo codes when they are ready to purchase. This helps make the purchasing process a lot easier on the consumer when it comes to snagging the best deals.
Deal Comparison
Speaking of deals, another way Google is making holiday shopping easier for the consumer is adding a way to compare two or more deals with a side-by-side comparison feature. Let’s say a shopper is searching for a pair of snow boots. Google would show them a side-by-side comparison of snow boots that are on sale. This alleviates the need to flip back and forth between websites and searches to find the best deal.
Price Insights
The final feature Google has rolled out for search is price insights. Price insights help consumers make their purchase decision by showing how one merchant’s price compared with another. This gives consumers a general idea of how well the price is stacked up to other sales.
Holiday Strategy Tips
Aside from the new features, it is important to make sure ad copy is updated with holiday and sales verbiage. This will help boost CTR and complement the new Google Search features. It is important to plan these early, but also assure all dates and details are correct for sales so consumers are not confused. Including holiday-specific keywords can also assist with campaigns.
The holidays will be here before you know it. If you have any questions regarding holiday ecommerce paid search campaigns, Media Unleashed ™ is here to help! Contact us today to learn more about what we can offer.
Source: https://blog.google/products/shopping/holiday-shopping-deals/