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How Retail Marketers Can Unite Google Shopping & Paid Search Strategies to Jumpstart Growth

Ellen Harvey

Savvy retail marketers understand the importance of building cohesive, cross-channel strategies. It’s important to reach shoppers on the channels they use most and employ multiple techniques to move them closer to a purchase. The most effective cross-channel strategies empower marketers to achieve scale and gain key insights that wouldn’t be possible without a connected approach.

While retail marketers have made great strides in uniting their strategies across a variety of marketing channels, many still manage Google Shopping and Google paid search separately. Because the platforms emerged roughly a decade apart, marketers have built separate teams and systems to manage each, which have created data silos and prevented deeper learnings about how Google Shopping and paid search can support one another.

Google reports that shoppers are 90% more likely to visit a retailer’s website after viewing a brand’s shopping ad and text ad.

Together, Google Shopping and paid search become something far more impactful than when managed separately. Google reports that shoppers are 90% more likely to visit a retailer’s website after viewing a brand’s shopping ad and text ad. And shoppers are 83% more likely to make a purchase after viewing both ad types.

Whether retail marketers are trying to expand their reach, drive brand awareness for high-value products, or nurture greater customer lifetime value, they can achieve those results with a united Google Shopping and paid search strategy.

Here are just a few ways that retailers can develop cross-channel strategies that elevate their entire search marketing effort:

  1. Fill the Gaps in the Search Marketing Funnel – Retail marketers want products to appear for a variety of search queries in Google Shopping, but are limited to using negative keywords to prevent ads from showing up for less desirable queries or inserting certain keywords into product titles. A more effective way to fill the keyword gap is to use text ads, which can target specific queries. Adding text ads to the mix ensures that retailers are reaching shoppers at every stage of their shopping journey.
  2. Own the SERP for High-Value Products – Both Google Shopping and Google paid search have become highly competitive in recent years as more retailers enter these channels and increase spend. One way to rise above the competition is to own the entire search engine results page (SERP) by bidding up one’s most valuable products or terms on shopping and search. While this tactic can be more costly for retailers, it’s worth considering for retailers’ highest performing search queries or products that produce the greatest returns.
  3. Manage Google Paid Search and Google Shopping With CLV in Mind – Implementing Google Shopping and paid search in tandem for products that are often purchased by high-value customers is a powerful way to increase CLV. If an outdoor equipment retailer realizes that its most frequent shoppers tend to buy climbing equipment, for example, it is worth increasing bids on Google Shopping and paid search for popular climbing products. Remarketing to this valuable audience across both Google Shopping and paid search is another powerful way to increase CLV.

Sidecar provides an in-depth look at all three strategies in our e-book “3 Ways Retailers Can Amplify Revenue With Cohesive Search & Shopping Strategies on Google.” The guide explores the key differences between Google paid search and Google Shopping and how the two channels can complement one another. It also provides practical advice for retail marketers looking to drive the greatest ROI across these two channels.

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