Google wants Mom and Pop retail stores to join their larger brethren in using its ad program to reach online shoppers. It recently launched a new hub for retailers, urging them to advertise through Google Shopping.
Google Shopping Product Marketing Manager Kim Doan wrote a blog post explaining. “We’re introducing a new Shopping Campaigns page as a go-to resource to help you get up and running on Google Shopping and make the world your storefront. Here, you’ll find product overviews, success stories, tutorial videos, and help resources to show how Google’s various retail tools work together to let you find your shoppers, wherever they are.”
She said launching a website was just the first step for small retailers. “Google Shopping helps small businesses like you tap into the power of customer intent to reach the right people with relevant products ads, when it matters the most.”
Doan included two mini case studies to demonstrate how local retailers used Google Shopping, including a retailer called Paper Culture. “By coupling customer intent with Google Shopping’s image-focused approach, Paper Culture was able to highlight their designs in a cost-effective way – ensuring that each shopper that clicked on a Google Shopping ad was an already-interested buyer. Through Shopping campaigns, Paper Culture decreased their cost-per-lead (CPL) by 50%, and saw 3x ROI overall when compared to their other online channels.”
Google announced Shopping Campaigns a couple of years ago, according to Google spokesperson Anaik Weid, who told EcommerceBytes the goal of Google for Retail was to be a hub for businesses of all sizes to showcase products and solutions Google has available for them.
The new hub is found on Google.com/retail.