Google Shopping & the Holiday Season

by Brandon Berte on November 24, 2015

The holiday season is fast approaching, and the trend towards online shopping is only expected to continue. In fact, Google predicts that 2015 will be the “most connected holiday season — ever.” Thus, the search giant has tweaked Shopping Campaigns in an effort to streamline user experience.

Google Shopping and the Holiday Season

Before we delve into that, let’s take a look at some telling statistics from the 2014 holiday season:

  • Seventy-eight percent of shoppers turned to the internet for holiday gift research
  • A whopping 40 percent of all holiday shopping took place online
  • Nearly $1 trillion of retail sales were influenced by searches performed on mobile devices
  • Twenty-five percent of consumers started holiday shopping before Halloween
  • More than one half of shoppers were open to buying from an unfamiliar retailer

As the holiday shopping landscape continues to evolve, so is Google Shopping. Here’s an overview of three recent updates to the platform:

  • A shopping assortment report. Brands can use this new report to find opportunities, identify items that are not selling and keep pricing competitive.
  • No more promotional text. In September, Google eliminated the promotional line of text within Product Listing Ads, which had been frequently used to advertise sales and free shipping, etc. Now, it’s being replaced with an automated extension, highlighting the importance of feed optimization.
  • Prioritization of local inventory ads. Google has begun giving preference to local inventory ads for searches with terms like “nearby” or “near me.” The goal is to help consumers find local stores where products are in stock.

For your business to come out on top this holiday season, it’s crucial that you keep up with trends across the board, from Google Shopping to Facebook Ads. We’re here to do the legwork for you. Reach out to Creative Partners at (203) 705-9211 for help navigating the ever-changing world of advertising.

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