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Google has recently introduced a big change to its Shopping Ads auction within the SERP (Search Engine Results Page) and CSSs can now drive traffic to their own PDPs (Product Detail Pages) rather than directly to merchant pages. Google have made these changes to ensure they remain compliant with the new DMA ruling. 

Read on to find out more about these changes and Productcaster’s opinion on our CSS PLA trial. 

What are the changes to Google Shopping Ads? 

  1. CSS product listing ads (CSS PLAs)

CSS PLAs are a new format where ads are placed by CSSs rather than just merchants. When users click on these ads, they are directed to a product detail page on the CSS comparison site instead of the merchant's site. This change aims to provide more visibility to CSSs and reduced dominance by Google Shopping.  

  1. Organic product detail pages (Organic PDPs)

These are organic search results that link to product detail pages hosted by CSSs or retailers. This move is designed to give more organic traffic opportunities to CSSs, levelling the playing field between Google's own services and third-party providers. 

  1. Changes to rich results and shopping tab

The traditional shopping tab has been replaced with 'Products' sections. The rich results have a new visual in the SERP which includes free listings and CSS listings, to distribute traffic more evenly among various service providers. This shift is intended to present a more balanced range of options to users. 

Why were the changes made? 

The main driver for these changes is the enforcement of the Digital Markets Act (DMA) (and their more recent Article 6(5) on March 6, 2024), which ensures fair competition and equal access for all businesses operating within the digital market. 

Due to the rules applied to the Gatekeepers, a group of CSS providers asked the EU to step in and ensure Google met their responsibilities regarding fairness in the Shopping space. For Google to guarantee that their practices do not unfairly favour their own services over their competitors, they made these changes to the SERP.  

Productcaster’s CSS PLAs trial  

As one of the top 5% of CSSs, Productcaster was part of the small group that were allowed to test the new CSS PLAs prior to full rollout. Productcaster tested the new ad format in two territories: UK and France.   

What is the difference between CSS PLAs and merchant PLAs? 

Usually, when you click on a merchant PLA you are taken to the merchant’s site and the relevant PDP (unless you click on the “by Productcaster” or equivalent in which case it does take you to a results page on the CSS site). Within a merchant PLA, there is one product and one price.  A CSS PLA is distinguishable from a merchant PLA, as there are multiple prices displayed within each product ad.  Clicking on a CSS PLA directs users to product detail pages within the CSS comparison site. 

What were the pros and cons of CSS PLAs? 

CSS PLA Pros 

CSS PLA Cons 

Our Productcaster Opinion 

At Productcaster CSS, our focus is driving the best performance for our merchants at the most efficient cost. While we saw increased traffic to the Productcaster CSS site during our trial, these customers were not expecting to come to a Productcaster page, they were expecting to go to a merchant page. This ultimately added an additional step in the user journey and lead to a decline in click out rate to our merchants – which detracts from the seamless customer journey and efficient performance we want to drive for clients. 

We will continue to participate in organic CSS results and improve free listing strategies, but won’t be implementing paid CSS PLA ads.   

The recent changes to Google’s SERP reflect a significant shift towards more equal digital market practices and while these changes come with their challenges, they also present new opportunities for CSSs and merchants alike. At Productcaster, we aim to strategically test and learn, ensuring that we continue to provide top-tier service and value to our clients. 

Productcaster can help your business navigate these changes and optimise Google shopping ads. For more information email us at info@productcaster.com. 

As we approach the middle of summer, it might seem a little crazy to start talking about Christmas now. However, if you want to make the most of Black Friday, Cyber Monday, Boxing Day Sales and all the other promotions happening as we enter peak, you may need to start thinking about how you are going to optimise your feed now! 

Last year, more than one in three consumers from the U.K. said they were planning on starting their Christmas shopping earlier than the previous year with searches for Black Friday climbing as early as October. 

Step 1: Audit your account. 

Before we start turning all our content festive, it is important to ensure that the feed in its current state is fit for purpose. That means checking that all required attributes are filled out, product information is up to date and rectifying any feed errors on your GMC account. 

Once your audit is complete, you then know where there is room for improvement and can prioritise as needed. 

Step 2: Optimise product titles and descriptions. 

Once your feed is optimised and fighting fit, it is time to start looking for optimisations as we enter “Christmas”. That means, crafting compelling product titles that utilise important seasonal keywords, for example, “Luxury Bath Bomb Bundle” becomes “Luxury Bath Bomb Christmas Gift Bundle”. A jazzy red knitted sweater might also see its description changed. A “Red sweater” is now a “Festive red knitted sweater, perfect for Christmas”. 

Step 3: Enhance your product images. 

Selling a Christmas-themed product or product expected to perform better during Christmas? Then make sure the product stands out by using high-resolution images that showcase your product clearly and reflect the holiday themes. (Please note: if adding festive backgrounds or props, make sure the image still adheres to Google guidelines! The last thing you want is for your best-selling products this time of year to get disapproved!) 

Step 4: Promos, Promos and Promos! 

It is unusual to run an e-commerce business and not offer some form of discount as we enter Black Friday. Make sure you take advantage of any promos running during this period by updating your feed appropriately with the relevant attributes! 

Activating annotations is a fantastic way to communicate offers to your customers and influence their decision-making. Merchant promotions have been responsible for a 28% conversion rate uplift! 

75% of shoppers say that they specifically look out for promos and sales throughout the holiday season. 

Step 5: Custom labels. 

As (we hope) you already know. Custom Labels are a crucial part of any effective feed management strategy. Whether it is assigning best sellers, profit margins, sub-categories and a whole range of other possibilities. Using custom labels during peak is a must for segmenting your festive/sale products during any sale. 

Conclusion 

Whilst there are many more things to consider (For example, did you know 1 in 5 purchases during the holiday season last year were made with loyalty points?) and think about as we get closer to peak. If you can nail the 5 steps above, you should be in a good place come November.

Written by Adam Boone

References:
https://www.thinkwithgoogle.com/intl/en-emea/consumer-insights/consumer-trends/holiday-sales-day-season/  
https://www.thinkwithgoogle.com/intl/en-emea/consumer-insights/consumer-journey/connect-with-customers/  
https://www.thinkwithgoogle.com/intl/en-emea/consumer-insights/consumer-trends/consumer-behaviour-peak-season-2023/  
Merchant Promotions / Sale price: Nov 2019-Feb 2020 

 

Productcaster has onboarded 20 new merchants in the first quarter of 2024.

Our new merchants have helped to generate 344m clicks from its product listing ads over the period, which is up 10% compared to 2023 and 15% on 2022. Some of the new merchants enjoying this success include Get Laid Beds, The Paint Shed, Trade-Mart, Rapha, Appliance Electronics, Alepoc and Craftine.

Over the course of 2023, our merchants achieved a record breaking £1.1bn in sales and we onboarded 1,026 merchants.

Some of our global brands include Silentnight, Quatropi and Kurt Geiger, who benefit from a suite of performance marketing tools built by marketers for marketers and designed to increase ROI, simplify campaign management, and improve efficiency.

We will shortly be launching Product Maximiser, a data-driven analysis system to spot trendy products, boost performance and make merchant centre management easier. It will also support client delivery teams with proprietary technology, Compass, which is designed to streamline paid search account management and ensure best practice is implemented.

Martin Corcoran, CEO of Productcaster, said: “For the remainder of 2024, Productcaster has set new targets to ensure delivery of a premium service to all merchants, driving even greater opportunity for ecommerce performance during 2024. With Google trialling new formats across the SERP, and shopping becoming ever more dominant, the industry is always changing and support will be key, and with 24 years’ experience in retail, the team at Productcaster are well placed to offer this service.”

As the Easter holidays approach, retailers are gearing up to leverage the unique consumer mindsets and behaviours that accompany this season. Understanding these insights is crucial for crafting effective marketing strategies that resonate with consumers. Let's delve into three key consumer mindsets that drive Easter spending and the strategies retailers can adopt to make the most of this season.

Buying to Refresh: With Easter marking the onset of Spring, consumers are eager to refresh various aspects of their lives. From revamping their homes with vibrant decorations to updating their wardrobes with fresh fashion trends,

Choosing Easter Gifts: Easter gifts should give a sense of a special treat, whether it's decadent chocolate eggs or unique presents. Consumers are willing to splurge on items that make this occasion truly special.

Celebrating Together: As the holiday unfolds, families and friends come together to celebrate. Whether it's a cosy meal indoors or a barbecue outdoors, retailers can align their marketing efforts with this sense of togetherness by offering products and promotions that facilitate these gatherings.

In the UK, Easter festivities often revolve around gatherings, with a significant portion of Brits opting to celebrate either at home or by dining out. Moreover, there's a notable correlation between rising temperatures and increased search trends across outdoor categories. This indicates that consumers are not only anticipating the change in weather but also adjusting their purchasing behaviours accordingly.

As retailers gear up for the Easter period, there are three essential tasks to focus on:

Show Your Range: Start preparing early to capture the demand for Easter-themed products. Utilise various channels, including video content, to inspire and inform consumers about your offers.

Match Consumer Ambition: Tailor your marketing to cater to different segments, whether it's those seeking something unique or those looking to save money. This will capture a broader audience and drive brand consideration.

Nudge to You: Adapt marketing creatives to appeal to a broader audience, focusing on outdoor living and celebrating the arrival of Spring. By positioning your brand as a partner in their celebrations, you can strengthen brand awareness and build deeper connections with your audience.

Easter offers retailers a golden chance to build genuine connections with consumers. By grasping and utilising consumer mindsets and behaviours, you can tailor your marketing strategies adeptly to boost sales and increase engagement during this season.

If you’re concerned about any of these areas or want support in driving success through our CSS and FeedManager tools, don't hesitate to reach out to us at info@productcaster.com and let our expert team take a look.

Source: Google – Easter, Micropeak 2024

Retail Overview
It remains hard yards in retail with volumes slowing -3.2% in December, significantly more than expected according to CBI and the ONS. It’s been a slow start to 2024 with Watches of Switzerland, JD Sports and Burberry all issuing profit warnings as UK inflation dampens demands as well as international price wars and a less engaged Chinese market.

Unfortunately, more of the same is forecast for non-food retailers through Q1, although GFK are reporting improved consumer confidence in the UK, with the index edging up three points to -19 in January, reaching a two year high. No doubt this improvement will take a few months to work through the system and translate to sales but maybe a chink of light on the horizon in an otherwise bleak retail environment.

Retailers and brands should undoubtedly protect their margins, minimise holding too much stock, closely measure any investment and find as many efficiencies as possible BUT not pull back on marketing. In the short-term performance marketing can help the sell through of stock, improve cash liquidity and acquire new customers but long term it drives market share and delivers the best ROI of any business function. Marketing investments made now will mature later when the retail markets is in growth again, delivering more sales and better margins.

Retailers should have a diversified multi-channel plan but specifically in Comparison Shopping - without the right technology stack, some brands are paying 20% extra on Google Shopping Cost Per Click. Productcaster can make marketing budgets work even harder by providing 20% reductions in CPC's. As Google Premium CSS Partner, we’re always up to speed with the latest developments, advice and guidance, which we pass straight to our clients.

Jillian Anderson, Product Development Director at Productcaster reviews Google’s latest changes and the impact this is set to have on marketing strategies in Q1 

Following significant pressure from the EU to be more transparent and open up competition to other media providers, Google has started to roll out significant changes to the Search Engine Results Page (SERP), changing the way customers search for their favourite products and brands. 

According to Google, these experience ‘tweaks’ have been robustly tested across key European markets, including UK, DE, FR, and CZ, and early experimental results demonstrate improvements to consumer engagement and uptake. So what does it mean for consumers and brand advertisers in the coming months?  

Firstly, this is a clear statement of intent from Google to increase the competition and transparency of Comparison Shopping, increasing the value and importance of partner Comparison Shopping Services. Quite rightly, Google should not be a poacher and gamekeeper being responsible for both advertising revenues and price comparison services.  As deemed by the EU, this is a recipe for ‘self-preference’ with the possibility of Google favouring the products and prices that deliver the most advertising revenues.  

Secondly, the new changes highlight the importance and need for brands and agencies to have an informed and considered performance marketing strategy to maximise all channel and advertising platforms. Brands should have a diversified multi-channel plan but specifically in Comparison Shopping - without the right technology stack, some brands are paying 20% extra on Google Shopping Cost Per Click costs, while at the same time seeing 20% fewer conversions and lower ROI.   

It is also commonplace for brands to unwittingly enable technology and partners that actually increase the journey length and reduce their own ability to manage customers and products.  The risk of great inefficiency in this space is large and getting larger.  Placing the right products, in the right channel, at the right advertising ‘Cost Per Click’ price, with the right information for consumers to make purchase decisions is key; thus a Comparison Shopping Premium Partner that provides expertise to better clients campaigns as well as the CPC saving, complemented by a feed management solution, can drive efficiency in the channel by up to 50%. 

Lastly, we’re witnessing the end game for one of the original and oldest digital advertising channels within retail, the text ad. With the meteoric rise of Product Listing Ads (Shopping) and the associated product images, buying information and enhanced creative, we have seen proportional decreases to the value and ad share of text ads. There is better performing, more cost effective media at play and this has resulted in text ads being pushed further and further down the page. This channel within Google is literally already on the floor, down and out within retail.  Hopefully, this won’t happen to the Organic page listings so that there is still real estate on Google that can be won through experience and content, rather than just the biggest media budgets. 

There is definitely more change and disruption to come in this space with friction between the EU, Google and competing media partners. But there are also gains to be had and market share to be won for those agencies and brands who have a clearer view of how to drive retail performance on Google. Inevitably, more substantial changes and Google concessions are to follow with the EU ‘Digital markets Act’ commission set to make further competitive rulings on the Shopping channel in Spring 2024. 

When investigating the right CSS solution for your business, there are going to be specific criteria that you need to tick off before making a decision. One of which is going to be the cost – cost of service, cost of switching, cost of support. Recent research from Google shows that retail customers look for greater value for money, not just the cheapest choice and our experience is that this attitude is also translating into B2B spending decision.   

There are cheap options for a CSS partner that will suit some types of businesses, and there are options which on face value cost more but offer immense value. At Productcaster, we know that we fall into the second category. Which is why we often hear the question...  

"But if I can get the same service cheaper elsewhere, why would I choose Productcaster?”  

And it is a valid question. Why should you choose a Premium CSS partner over a more budget option, particularly in this era of price sensitivity, cost of living pressures and the subsequent budget squeezing.  

For us, it’s very clear. Premium partners like Productcaster CSS offer a level of service that you’re just not going to get from companies at the bottom end of the cost scale.  

We have had customers leave us, only to return with stories such as  

“We waited 4 days for a return email on a service critical issue.” 

“We emailed and were told to contact Google as it wasn’t covered in our service plan.” 

“It felt like <previous provider> just didn’t care about our business.” 

And that’s the real difference. At Productcaster, our Client Success Team is dedicated to supporting clients with their issues, understanding their business goals and being a true partner for success. We act as a true partner for our clients. We delve into their business objectives and make sure that we identify the right campaign bidding strategy to meet these goals. Our team respond to client queries quickly and efficiently so that they don’t have to waste time waiting for a response to business impacting issues. And we use every tool at our disposal to optimise client campaigns, so they don’t have to.  

Case in point, Client G who said 

“After trialling other cheaper partners, we ultimately chose to go with Productcaster. Not only did our campaigns perform better with Productcaster CSS, but the support and advice has been invaluable. Coupled with the simple migration and transparency of our monthly cost, the decision was an easy one to make.” 

Premium* Productcaster Package Benefits 

To book your demo and free trial, drop us an email today.  

*Other CSS packages are available 

According to the Office for National Statistics, British consumers cut back on spending during September, sparking fears that the retail industry has fallen into recession just weeks before the key peak shopping season.  

Rising household energy bills and increases in food prices mean that consumers are cutting back on non-essential spending. And industry experts predict that we will be buying fewer and cheaper presents as a result. But what does this really mean for retailers?  

How can brands recession-proof their shopping campaigns?  

Even bigger retailers, with their high brand recognition and great reputations, are not going to be immune to the changes in consumer spending behaviours. It’s clear that the only way to weather the storm is to cut back on unnecessary spends and make every single £££ of the marketing budget work as hard as possible.  

One of the best ways of doing this is to take control of your Google Shopping campaigns and take advantage of as many efficiencies as possible. 

1. Use a comparison shopping service 

If you’re still using Google’s own comparison shopping service (CSS), now is the time to switch. Moving to another CSS, such as Productcaster, can save you up to 20% on your CPCs, with no detriment to your PLAs listings. And the switch is so easy to make, with no downtime in your advertising campaigns.  

You can either use that 20% saving in another area of your marketing or reinvest it to get bigger and better results. It’s entirely up to you. 

2. Curate your product feed 

Cut down on your disapprovals by making sure that your product feed is managed and up-to-date at all times and in the right format for every single output – from Facebook to Google. Productcaster’s FeedManager solution is one of the easiest ways to bring every product listing up to industry standards. You can also use it for annotating products to show special offers and price drops – making sure that price-conscious consumers are aware that you’re offering great value.  

3. Use Local Inventory Ads (LIAs) 

Although UK retail sales declined by 0.9%, it was non-store retailing took the brunt of the loss falling 2.2% in September – people want to feel the physical product in their hands before they part with their money. Omnichannel campaigns are becoming more important, being able to firmly link the online search to the offline purchase.   

By updating your product feed effectively, you can take advantage of geographically linked LIAs. They allow your customers to check stock levels, then reserve the item in their local store or even buy through click & collect. Connecting with your customers on their channels along their own path to purchase is so important in a competitive market.  

What’s the advantage of Productcaster?  

Productcaster is the home of big brands - did you know that we currently work with 32 of the UK Top 500 retail brands? Major high street names from H Samuel to L’Occitane, Ikea to Ann Summers, all display via our Productcaster CSS.  

Why do these brands choose Productcaster? We offer more than just a quick swap and a comparison site. Our client success team is built around offering premium support for our brand clients – whether that’s liaising with Google over any issues on your behalf, or pulling together campaign reporting and recommendations. We’re quality over quantity, with fewer clients than some of our competitors, but accounts that receive days of support and care to achieve the very best results.  

As a Google Premier CSS Partner, we’re always up to speed with the latest developments, advice and guidance, which we pass straight to our clients. In fact, we’ve taken part in more Google beta testing of new tech than any other agency. We’re really proud of this relationship and the benefits that it can bring.  

The next few months are going to be make or break for many retailers. If you feel that your brand needs a hand with maximising its budget to drive sales and profit, get in touch and see if Productcaster can help you today.  

With peak fast approaching, retailers are gearing up for the busiest and most important period of the year.  Following the years of Covid, and then the challenging economic times of the last year, there is cause to be more positive about this peak season.  Consumer confidence has started to improve following an all-time low, energy prices are falling, and inflation has hopefully hit its peak.

When it comes to shopping, there is another reason to be positive this year; with Black Friday (BF) falling on 24th November and Christmas Day on a Monday, rather than the usual 4 weekends between BF and Christmas, this year there are 5! This presents a unique opportunity, not just for consumers but retailers too.

So, to get you in the festive spirit, here are 5 considerations Productcaster gives to you…

5 weekends

Research has shown that shoppers are more thoughtful about where and when to spend their money – the inspiration and consideration phases of purchases are longer than ever, with more than 50% of consumers browsing either for inspiration or purely for fun.  Take advantage of the additional weekend as this provides a valuable extension for consumers when considering their purchases.  Make sure you are part of this consideration phase – optimise your assets and feed to improve reach, focusing on the right messaging for your customers: show them what they need to see to choose your brand.   With the cost-of-living crisis still ongoing, consumers want to know they are getting good value from a trustworthy brand.

4 all your categories

With the extra days between BF and Christmas this year, make sure you are planning your budgets accordingly: for multiple category retailers, understanding the seasonality of your products is key.  Ensuring budget allocation across categories is in line with demand is an effective approach for boosting sales.

Understanding trends from previous years is a great starting point for allocating budgets and anticipating performance throughout the peak period.  Beware of one-off events that may have impacted previous performance (e.g. remember the World Cup last year?); so be mindful of expectations and be ready to reforecast as we get closer to Christmas.  A dynamic do, learn, reforecast approach is key to ensure effective budget management throughout the period, and will ensure you are well-prepared to meet customer demand.

3 types of LIA

Whilst the contribution of online sales continues to grow, UK consumers are still researching offline with over 60% likely to visit stores to see and touch products before purchase (Ipsos Essentials COVID-19 tracker, UK).  As we get closer to Christmas, and final delivery dates are draw near, Local Inventory Ads become a linchpin in a retailer’s strategy.  These ads play a pivotal role in connecting digital intent with physical action.  Using LIAs ensures retailers are present when needed the most. Users want a seamless journey, with similar experiences regardless of whether they are shopping online or in store.

There are three levels of LIA: Lite, Basic, and Full.  Depending on your technical capabilities and implementation, you’ll need to choose the right option (more information here).  Implementation of LIAs may seem daunting, and with peak fast approaching, LIA Lite is a simple and quick way to improve CTR: using the ‘Pick up later’ annotation has been shown to improve CTR on your ads by 15% compared to standard PLAs.

For bricks-and-mortar stores, having a well-executed omnichannel approach with LIAs at the forefront can make all the difference in securing those last-minute purchases.

2 phases of purchase

Purchase journeys are not just getting longer, consumers are buying earlier too.  More than 30% of gift purchases were made during October last year.  By reviewing your inventory, you need to distinguish between the advanced, considered purchases and the last-minute gifts.  Tailor your messaging to be at the forefront of shopper’s minds during each key phase over the next 3 months – being visible and relevant to the right shopper at the right time is vital in order to maximise sales during the peak season.  Look at your assets, targets, and budgets, aligning key messages across channels and use real-time data to adjust your strategy and optimise sales.

And 1 very successful peak…

This is the Golden Quarter – the final weeks of the year are laden with opportunities for retailers; more so than ever this year after the turbulent economic times over the last 12 months.  A nuanced understanding of the social-economic factors most influencing your customers, using data to make strategic decisions and monitor performance across your entire product inventory, creating a seamless omnichannel experience and getting the right message out at the right time will form the pillars of success this peak season.

By embracing these considerations, you can make the most of the extended opportunity that the 5 weekends present and deliver a seamless, impactful experience to your customers and, importantly, great returns for your business.

If you have any questions about the content of this blog, or would like to find out more about working with Productcaster, please drop us an email to info@productcaster.com.

Sources

Google / Trinity McQueen, February 2023 UK Q23. Thinking about when you're gathering inspiration about which [category] products to buy, what proportion of your time do you spend doing the following?​ Unweighted, n = Total 12,096, UK 4050, FR 4018, DE 4036

Google/Ipsos, Holiday Shopping Study, Oct 2022 – Jan 2023, Online survey, Base: Holiday Shoppers - Varies by week (n=624-1499)​

We're offering you the chance to "win peak with Google" and get your hands on practical advice on optimising your Google Shopping campaigns to drive profit and sales during this Golden Quarter. Learn from over 20 years of retail performance marketing experience, coupled with industry insight from the world's most recognised ecommerce company!

Download this guide for

This download is based on our webinar (20 September 2023), hosted by Productcaster CEO Martin Corcoran and Account Director Gina Farrow, alongside Brian Lavery, Google’s Head of UK & Ireland Shopping ads via CSS.  

During this hour-long session, our panel discussed all things Google Shopping, including strong asset management, making the most of maturing PMax, and how to utilise Google’s real estate like Local Inventory Ads.  

If you’d like the full details, you can re-watch the content here.  And if you want to get in touch to claim your free one-month trial of Productcaster, drop us an email today. 

Productcaster CSS is one of Europe's largest CSS solutions. By switching to Productcaster, you can save up to 20% on your CPCs immediately (if you are currently serving ads via Google), as well as the opportunity to access premium support via our experienced customer support team.

If you want to drive sales, lower your costs, and maximise your profits like this current CSS client, talk to us about switching to Productcaster CSS today.