While going through an extended period of growth and transformations, the past few years also showed retailers and FMCG companies’ high adaptability and resilience in turbulent times. Tracking retailing’s evolution from then to now, this presentation includes an overview of the last 10 years in the industry, analysing among others, how online shopping is gaining ground or what are the latest changes in customers’ shopping habits. Through the voice of industry experts we identify which are the short and long-term drivers and strategic priorities to remain competitive.
In ecommerce, some studies, as well as an analysis of Optimized's retail customer accounts, show that 70-80% of the advertising budget is directed to #shoppingads campaigns.
The ads of this type of campaigns offer a visual experience to the user (they include the picture, the price, the title of the product and the possibility to make comparisons).
To do well with these types of campaigns in an increasingly competitive market, Shopping campaigns need:
-the right product segmentation strategy (bestsellers, stock liquidations, etc.)
-the right bidding strategy
-product feed optimization
In the context of launching the new Google Ads Performance Max campaign type, things change even more. For some players not necessarily for the better.
In this workshop I will address practical ways to optimize Shopping campaigns this autumn, supported by several case studies from experience.