10 years ago, digital marketing was an emerging concept, nowadays it is the cornerstone of most business marketing. If your business operates online, it is no longer important, but imperative that you engage in some form of digital marketing. Digital Marketing itself is an umbrella term that covers a multitude of activities and one such activity that falls under this heading is Pay per Click advertising.
In itself, pay per click advertising has been revolutionised
over the past 10 years, and has become a highly lucrative tactic for
marketeers. A subsection of pay per click has been available in Ireland for the
past 4 years, Google Shopping. Product Listing Ads through Google shopping have
become common place in Irish search results and it’s no surprise when our
eCommerce market is worth over 12.3 billion to the Irish economy. (IEDR Digital
Health Index 2019)
In this article we explain exactly why your eCommerce business should start using Google Shopping.
1 – Your Competitors are already doing it
Google Shopping has seen a significant uptake by Irish businesses since first launched in 2016. Whether you know it or not, products that you could provide to your customers are being advertised by competitors in Google Shopping. Whether that is the real-world competitor three doors up or eBay, it is very likely that the competition is advertising similar products to you through Google Shopping right now.
2 – It’s relatively inexpensive
As Pay Per Click channels go, Google Shopping is at the low-end
cost wise. We’ve costs per click range from between €0.03c to €0.30 cent,
Google Shopping is a relatively low cost way to advertise your products online.
Add to this the fact, that your products are going to be shown to people who
are actually looking for them and it’s a no brainer. Traditional media
advertising can not deliver that level of specificity.
3 – You won’t lose money advertising products out of stock.
If your website is connected with your instore ePOS system,
when the product goes out of stock instore, your advertising stops serving that
night at 12am, meaning you won’t lose money advertising products that you can
4 – Price comparison is happening in search results
The day of shopping around and visiting numerous stores to
get the best deal on a certain product is gone. Customers now compare the
prices of products online. In fact, rather than even having to click through
websites, price comparison is happening right there in the search results, meaning
that the particular item your best priced on simply won’t sell to the volumes
you would like without having Google Shopping in place.
5 – Your Customers want you to
Irish consumers want to buy from Irish stores online. In
fact, 53% of Irish consumers want their high street stores to provide a full
online shopping experience. With Brexit on the horizon, over 13% of Irish
Consumers will shop more often with Irish Websites. (IEDR Digital Health Index
2019). Google Shopping helps put your products in front of Irish Consumers
ready to buy.
6 – Lowest cost per acquisition figures come from shopping.
Considering that the platform is designed to showcase your
products directly to people looking to buy them, it’s no wonder Google Shopping
attains the lowest cost per acquisition figures. Having managed Google Shopping
campaigns for 50+ businesses since its launch, we regularly achieve 5 – 8% CPA
when compared with the average order value. In fact, we have a number of
clients who regularly generate a sale worth €70 for every €2 they spend on
So, there you have it. Simply put if you are not currently
using Google Shopping, start now. If you’re an early adopter to Google Shopping
but struggling to refine and optimise your campaigns or need help in lowering
your cost per acquisition, get in touch with us here at Dmac Media. We’ll be
happy to help.