Google Shopping Insights: Everything You Need To Know
Among the host of tools that Google shopping management services providers use to develop cutting edge campaigns is the Google Shopping Insights tool which gives marketers a complete view of consumers’ interest in popular products and provides a snapshot of popular shopping trends in the USA. If you’re a manufacturer, digital marketer or retailer, the information provided below can be very useful.
Relevance for Shopping Campaigns
The Google Shopping Insight tool has huge relevance to Google shopping ads campaigns because it compares and contrasts consumer demands and search trends for products over a period of time across different device types and geographical boundaries. The data from Google Shopping Insight helps marketers develop concepts and models geared towards targeting specific audiences in shopping ads campaigns.
How Information is Fed
The Google Shopping Insight tool generates data that Google feeds it via search queries arising from Google.com and Google.com/Shopping. A large sample size of queries is considered while factoring in different probable keywords and search terms likely to be used for a particular product to aggregate specific product based data. Currently, the tool relies on heat maps and time series graphs to help users understand interest levels and upward/downward trend of a product.
Several Filter Options for Advanced Insights
Google Shopping management services providers filter Google Shopping Insight results by city or region and explore how consumers use desktop and mobile platforms to search for products. This helps them understand which products are experiencing rising popularity in specific locations. They also compare two or more products to glean powerful search volume insights which they then use to create strong, data-driven Google Shopping ads campaigns.
Not Without Drawbacks
There are some limitations that Google PLA management professionals face while using the Google Shopping Insight Tool. One is that search volume data is limited to 7,000 of the most popular products that are permitted by the Google Shopping policy, so if you’re looking for information about products with medium popularity, it’s not going to that be useful. Another is that city level data is limited to around 16,000 cities in the USA, so if you’re looking to use the tool for the UK market, currently you can’t.
Divided Opinion about Relative Scale
Presently, available data covers search queries arising from April 1, 2014 onward. The data provided by Google Shopping Insights do not reflect absolute search volumes. It is normalized at a range of 1-100 – some Shopping management services providers believe this helps in easier comparative analysis while others consider that a relative scale leaves them with uncertainty. One good thing about this tool is that it gives importance to physical stores, not just e-commerce stores – a lot of products are still purchased in brick-and-mortar stores.
Useful for Monitoring Major Trends
Shopping Insights work best for tracking major trends and developing data-driven local shopping campaigns. For example, if you know snow shovels are more popular in New York than in Las Vegas based on users’ online search queries, why will you want to market them in Las Vegas? This example is just for illustration sake and should be not taken seriously – you don’t need Google to tell you snow shovels are not popular in Las Vegas!
Data-Driven Campaign Improvements
There may be fresh updates for the Shopping Insights tool but thankfully, it’s not the only one that Google PLA management professionals use for getting deep insights into an existing online business and create data driven shopping campaigns. You have AdWords reports and Google Analytics to analyze the performance of existing campaigns – the information they provide helps marketers tweak campaigns to get the best possible ROI from them.
Google opening up its cache of product search data definitely helps AdWords marketers better understand user search habits for popular products at the local level in the US market. If you want to dive in, just get in touch with a white label PPC services agency that has experts to deliver best results!