We are only 4 weeks away...

We are only 4 weeks away from Christmas and if you’re anything like me, you have done zero Christmas shopping. But don’t go feeling bad about yourself just yet, according to Google, “late shoppers” are the shopping trend of 2017.

The two notable trends shaping the shopping habits of consumers, as noted by Google:

  • “Where to Buy” is up by +85% in the last two years
  • “[fill in the blank] brands” searches are increasing in popularity. For example, “men’s watch brands” (+70%) and “make up brands” (+150%)

It suggests that late shoppers are purposeful about what they want, but are open to new ideas.

What does this mean for you? It means adjusting your Google Shopping feeds and campaigns to ensure that you are capturing enough relevant product information that helps a consumer feel confident in choosing your product over another brand.

Just like it is never too late to find that perfect gift for your Great Aunt Susan, it is never too late to get your Google Shopping feeds ready for Christmas.

Here are some top tips to shape your feeds for the late shoppers in the festive period:

  • For “where to buy” consumers, use a Google Local Inventory feed. Then set up Google Local Inventory Ads which show your local store stock or, if you don’t have this information readily available, then make good use of Google My Business to show your store opening times and any key categories sold at that particular store.
  • Add in all shipping options – like Click to Collect and Next Day delivery to capture those last-minute shoppers.
    1. Add these shipping options to your Google Shopping feed under the <g:shipping> fields to upsell them to your customers.
    2. Update your standard shipping logic to reflect seasonal changes e.g. free shipping.
  • Ensure that your product information has all the relevant product information to include relevant search terms
    1. Google accepted colours should be in the title
    2. Size
    3. Pattern e.g. leopard print
    4. Gender
    5. Age group
    6. Material
    7. Anything else you deem to be relevant: e.g. tariff information in the titles for mobile phones plans. Whilst you’re at it, why not add in useful information to the description such as the battery life of the phone.
  • Google product category
    1. This helps Google to understand when it is relevant to serve your product
    2. Make sure that your categories are granular and consistent
  • Data Quality – avoid suspensions and disapprovals from the merchant centre
    1. Regularly review the Google Merchant Centre diagnostics tab
  • Campaign structure – push your big hitters over the Christmas period
    1. Ensure that these are flagged with a custom_label to help you better categorise your campaigns
  • Promotions
    1. If you have particular promotions during the holiday period, particularly those where customers have to enter a code at checkout, then utilise Google Promotions by adding in the promotion_id to the Google Shopping feed and setting up the details of the promotion on the Google Merchant Centre.
    2. Google monitors price changes over the past 60 days and may display a price drop badge (also known as an automated price extension) if the price has dropped by 10% or more.
    3. Utilise g:sale_price in the Google shopping feed for products that are on sale and use the g:price to show the was price of the product. For any products that are not on sale, continue to use g:price as normal.

Get in touch with your Client Success Manager or FusePump enquiries if you would like help in setting any of these up in your current feed.

Happy Crimbo from Fusey!