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Google Announces New Features for Retail Advertisers at SMX Advanced

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Google has announced several new advertising features for retailers and brand makers during a discussion with Surojit Chatterjee, who runs the product for Google Shopping, at SMX Advanced in Seattle last week.

Ads include local sales, price comparison, and Google Shopping action updates. Here is an overview of what was discussed on stage in Seattle.

Product Price References for Commercial Advertisers

Advertisers who run Google Shopping campaigns will be able to compare the prices of their products to those of their competitors. Advertisers can then use this comparative data to inform their bid strategies on specific products: bidding for products that can not compete in price and offering for example those who can.

In addition, the data will allow them to better understand and adapt to changes in performance caused by competitors' price changes, and they may also use the data for internal pricing decisions.

Reference Price Reports will be available soon in AdWords.

New Features and Offline Online Programs

YouTube affiliate site extensions

Google has launched affiliate site extensions in search and display campaigns to help brands and manufacturers show users of chain stores located near their homes. products. These ad extensions can now appear in TrueView InStream and Bumper ads on YouTube.

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When a user clicks on an affiliate location extension, a Google Maps page of nearby retailers where the product is sold displays, as shown in the example below. In addition, advertisers can obtain store visit data on their affiliated location extensions if the ads are collecting enough data.

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According to Google, the first tests showed that the inclusion of affiliate place extensions in YouTube ads could increase the clickthrough rate by more than 15%.

Local Catalog Listings in Display

A new block of local catalog ads for the Google Display Network will be made available to retail advertisers with physical locations by the end of June. The mobile display ad units include a top hero image followed by locally available inventory product cards. Product cards indicate availability and price "in-store".

"This new format can complement your traditional print campaigns – including catalogs, flyers and flyers – with the audience and measurement benefits of additional digital advertisements," said Chatterjee at the # Audience of SMX


The French appliance retailer Boulanger was among the beta testers for local ads. An example of his announcement for a promotion this spring is shown below. Businesses say the campaign has generated more than 20,000 store visits and a return on investment of 42x.

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Local Food Partnership Program

Setting up local inventory feeds to run local inventory ads and now local catalog listings can be a big barrier for retailers. For your convenience, Google is launching a new program for point-of-sale vendors and retailer inventory data that allows them to send sales and inventory data directly to Google. . Through this program, retailers can completely ignore the process of creating local inventory feeds.

The program also allows retailers to include local inventory in the "See what's in store" area in the knowledge boards currently in beta. Cayan, Pointy, Linx and yReceipts are participating suppliers in the local food partnership program.

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Google Shopping Progress Update

Google also shared some updates on Google Shopping Actions, the new commerce program available through Search, Assistant, and Voice that the company launched in March.

Chatterjee told the SMX audience that over 70 retailers are now online and that thousands of retailers have submitted the interest form.

"The first tests indicate that on average participating retailers see an increase in the total number of clicks and conversions at a lower overall cost per click and conversion than the Shopping only ads," he says. declared. This includes the results entered from February to June.

[This article originally appeared on Search Engine Land.]

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About the author

Ginny Marvin is Associate Editor of Third Door Media. She assists in the daily writing of all publications and oversees paid media coverage. Ginny Marvin writes on paid online marketing topics, including paid search, paid social, posting and retargeting for Search Engine Land and Land Marketing. With over 15 years of marketing experience, Ginny has held internal management and agency positions. She can be found on Twitter as @ginnymarvin.