Google Shopping, an online alternative for manufacturers sales.

13/12/2018

Angela de la Vieja

Everybody agrees that online commerce has opened up new sales and communication channels for manufacturers. In this sea of opportunities, beyond the ecommerce itself, manufacturers find the ideal place to independently boost their sales.

Google Shopping is more than just a marketplace. In fact, we should not include it in this category. Google itself defines this branch of business as a price comparison site. With its sales platform Google has managed to merge the bidding system that it maintained for advertisements (now Ads) with a showcase of Amazon-style products.

Undoubtedly, this is a whole new possibility to be taken into account when talking about the relationship between manufacturers and retailers in the online world. However it must be used well to get the most out of it. So, how to take advantage of the possibilities offered by Google Shopping if you are a brand or manufacturer?

First of all, you should know how the bidding system works. Already, at the beginning of 2018, it was foreseen that Google Shopping would allow its users to enjoy a lower CPA (cost per acquisition) thanks to the lower competition that still exists in this market. However, before launching into the void, it is appropriate to specify the costs of the campaign. To define a fair price for each of your appearances, analyse according to CPC or CPL which should be the maximum range that will allow you to achieve benefits. Only this way will you work safely. Once the campaign is rolling, you can start making the necessary adjustments.

Marketeers of all the countries where Google Shopping is present theorise and put into practice different resources when executing their actions, it is precisely because both the advance of technology and the opening of the market makes fluctuations occur almost constantly. An expert in sales & marketing will be your key support to start selling on Google Shopping.

Without a doubt, one of the main advantages of Google Shopping is that the sale and the type of advertisement depend on the seller. In this way, it will always be in your power to set the acceptable costs, design the CTA’s and optimise each of these aspects so that they reach the online store of your brand. In the same way that Google Ad’s works, Google Shopping has a tool that will help you calculate the ROI of each of your actions on your platform.

Of course, we must be cautious (and somewhat shrewd) and combine into our equation both of these Google parameters so that your business comes out profitable and also the price of our competitors products.

As we get the idea, in highly competitive sectors, with highly sought-after products, bids will be higher, and that's not why the price of the product has to be higher. In the end the user will want to choose from among the most interesting available options, both for the price factor and for the brand confidence and attractiveness of the offer.

Finally, you should take into account some extra tips to make a more attractive ad on Google Shopping:

- Create a good title that attracts the attention of your audience: keywords, calls to action, etc.

- Include your ratings module. Trusted sites, valued by other users, generate more sales.

- Work with eCommerce images. It’s always a good hook for potential users to land in your store. The product image must agree with what the user will find when he clicks, clean and of high quality.

Regarding campaign management, we recommend that you use personalised labels to maximise the investment in each of them throughout the year. In this way you clearly identify the season to which the product belongs, if on offer, the profit margin you have, etc.

In short, Google Shopping continues to make its way. For the moment, the changes happen quite often, since it looks for ways to consolidate in the market. Undoubtedly, the added value offered to brands and manufacturers will be one factor that allows its success in the saturated online environment.

11/11/2022

Consumer behavior: How can behavior tracking be effective for setting the right pricing strategies?

Behavior tracking is becoming massively popular today. As a result, pricing strategies born from studying consumer behavior are a merchant's dream come true. If done right, it can conquer every market for the business quickly. With abundant data available, the strategic makeover of the pricing models is becoming easy for companies.

What is behavioral tracking, and how is the data beneficial in pricing?

For a quick understanding, behavioral tracking refers to gaining in-depth knowledge and insights into consumers through their web data. Their browsing habits, spontaneous decisions, shopping interests, and preferences come under behavioral tracking.

How can enterprises use customer behavior data?

Companies can use customer behavior data as a tool to strengthen their hold on the market. A customer’s preferences, values, and tendencies allow businesses to work in sync with them through the collected data. Apart from this, customer behavior can also aid in:

Tailoring customer needs for customer retention

Personalization is becoming the heart of a company’s growth. No matter in which area an enterprise is functioning, tailoring the services, products, and solutions is becoming increasingly crucial. Uniqueness and personalization attract the crowd like no other.

Increasing the overall value

One of the best ways customer behavior data affects a business is by upgrading the value of customers for the business. The customer’s characteristics allow the company to target the people that match the business prospects well.

Optimizing every type of content

Everything that is up for digital display requires content. You must have seen companies unveiling their products or services through advertisements and making the initial public appearance. Two essential sales strategies – upselling and cross-selling comes through content optimization.

Pricing Strategy

Last but certainly not least is the influence of customer behavior data on the pricing strategy. The pricing strategy essentially constitutes content derived from data analysis. Companies need to have a dynamic approach to the pricing system to attract the right customers.

17/02/2015

Saint Valentine’s Day, always a good opportunity

V-Day is looming, a long-awaited date for all and also a good occasion for the eCommerce. According the study conducted by Prosper Insights and Analytics, it is forecasted the average consumer expense that day will be the highest in last years. Furthermore, 25% of them will buy online, which means an increase of 4% regarding 2014 (The US department of Commerce). This is, therefore, a key date where market competitiveness increase and which could be assumed as a big opportunity for our business or, a big fail if we do not adopt the correct strategies.

How to turn this event into an opportunity? To achieve this goal, we need to adapt our prices to this hostile environment, i.e. we need to develop an appropriate Dynamic Pricing strategy that allows us to adapt our prices to the variations produced in supply and demand and to position us ahead of our competitors. In V-Day, the frequency in changes will be higher, carrying it out each hour or even each minute. It is estimated that 65% of leader retailers have the ability to respond quickly at these variations, such Amazon. For this reason, it acquires great importance the correct use of a software specialised in price motorisation of competitors. Do not miss the time and adapt your business to new adversities.

28/12/2022

Which are the best footwear marketplaces to sell on?

Footwear marketplaces are booming. The last decade has seen the launch of new specialized marketplaces with millions of different users. Among them are Spartoo, Sarenza and Farfetch, portals with international reach. Their main value is that they unite hundreds of footwear brands, as well as offering clothes and accessories. Although each has its own characteristics, they are all vertical marketplaces, i.e., they focus on a specific area, and their sales categories are interrelated. For sellers, these portals provide an opportunity to expand sales channels and drive the globalization of their e-commerce business. We explain how to sell on these footwear marketplaces so that you can assess whether they align with your plans for the future and then start defining a possible pricing strategy.