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Google has made a number of updates to its shopping platform in the first quarter of 2017.
In this post, we’ll look at the addition of view-through conversions for Google Shopping and what it means for e-commerce.
But, check back soon, as we’ll guide you through more Google platform updates, including Google Customer Reviews, Similar items and Similar audiences.
View-through conversions are the metric for conversions that occur when a shopper sees an ad for your product and converts at a later date, without having ever actually clicked on one of your adverts.
Here’s Google’s definition:
“Your view-through conversions column tells you when customers see, but don’t interact, with your ad, and then later complete a conversion on your site”.
View-through conversions have long been an available metric on Google Adwords. But in March 2017 came the news that should make all online retailers pay attention. Google has made a number of key changes to view-through conversions:
The biggest news for e-commerce is, without doubt, the availability of view-through conversion data for Google Shopping.
With the recent changes, retailers and e-commerce merchants who utilize Google Shopping to advertise their products will now be able to more accurately measure the effect their ad impressions are having on purchases.
In Google’s words:
“Your messages often reach people even when they don’t click. For instance, someone may see your ad for a holiday promotion on a blog during their morning commute and then decide to make a purchase later that day. That’s why view-through conversions, or VTCs, are important; they help you understand the impact of your ad impressions on campaign performance.”
Obviously, this places significance on your ad impressions, but the competition can be fierce.
According to research from Sidecar, 2016 finally saw advertisers spend more on shopping ads than text ads. Furthermore, Google Shopping ads also accounted for a much higher percentage of total e-commerce sales.
With that in mind, let’s take a more detailed look at ad impressions.
Impression share is the key metric you should be paying attention to in Google Adwords.
Impression share is the percentage of search results your ads appeared in, in relation to the total number of searches they could have shown for. You can compare your impression share performance with your competitors in the auction insights section of Adwords.
Impression share is directly influenced by your ad rank. The higher you rank, the more likely your ad will appear in listings on the search results page.
Budget is also a big factor in whether your ads appear in relevant searches, so it may be difficult to have a high impression share if competing against the big spenders.
However, there are ways to increase your ad rank and impression share without spending a penny. For products ads, you need to look at the quality of your product feed. The better the data, the better your rank. Knowledge of this metric, along with utilizing a product feed management tool like Productsup, can help significantly.
Take a look at our tips below to optimize your Google Shopping product feed for more ad impressions.
All this is good practice not only to increase your ad impressions and view-through conversions but click-through conversions too – so it’s a win-win situation!
You can learn more about how to best optimize your product feed for Google Shopping with our best practice guide for your Google Shopping feed.
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