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Today’s Burning Question: Reaction to ‘Google Shopping Goes Mobile’

Written on
Mar 14, 2013 
Author
Mike Daly  |

“I believe that the future of mobile commerce/retail distribution is about taking commerce to where people are (within apps and sites they go to today) rather than taking people to commerce destinations. Google’s announcement validates this view. However mobile user behavior is different from desktop users. Users of mobile sites and apps are very task-oriented and not casual surfers – i.e., people don’t ‘browse.’ Mobile commerce ‘experiences’ have to be seamlessly interwoven into content and app experiences, instead of standalone. From a retailer’s point of view, self-authoring mobile  platforms offers much more flexibility to create mobile commerce experiences on the fly, with real-time updates, and can open their product catalogs to hundreds of publishers/affiliates, instead of just one. This, in my point of view, is the next big thing, and what will disrupt and revolutionize mobile commerce.”—  Rajesh Reddy, CEO & founder of July Systems.

“Google continues to help push or pull marketers into mobile. First the announcement of ‘Enhanced Campaigns’ earlier in February, which blurs the lines between desktop and mobile ad serving pulling advertisers further onto mobile devices; and now the announcement of Google PLAs going mobile. While there are benefits to consumers who continue to make more purchase decisions on their mobile devices, this also serves as a significant revenue benefit to Google as they just extended their audience beyond desktop searchers, to all tablet and smart phone consumers who search on their mobile device. “ – LuRae Lumpkin, VP of global paid media services, Covario.

“PLAs are performing very well right now so it makes sense that Google would push them across all devices. Kenshoo’s retail clients are seeing better click-rates, conversion-rates, and ROI for PLAs relative to standard search ads. With mobile devices playing a more prominent role in consumer shopping, PLAs will have a major impact.” – Aaron Goldman, CMO of Kenshoo.

“Capitalizing on buyers’ behavior at the moment of matters on mobile is a critical strategy that all advertisers must incorporate into their strategy. Product specific queries on mobile devices that trigger product listing ads is a clear indicator of purchase intent that marketers must leverage to grow their business efficiently.” – Keith Wilson, vice president, agency products at The Search Agency.

“Google’s announcement that its product listings are now going mobile has two major impacts.  First, it puts the in-store shopper that much closer to making a purchase via their handset rather than at a retailer.  Secondly, it sets Google up to be in more competition with Amazon.” –  David E. Johnson, CEO, Strategic Vision, LLC.

“When Google announced last year they were going to switch the Google Shopping model from free to a paid service, it was clear they were looking to take share from Amazon. Meanwhile, as consumer reliance on mobile devices continues to increase, it only makes sense for Google to extend its Google Shopping and Product Listing ads to support this platform. What happens next should be interesting to watch as search and advertising on mobile devices are still evolving and the landscape will become even more competitive.” – Sarah Gyson, Manager, Client Services, Search, Rakuten LinkShare.

“It’s great to see influential companies like Google recognize the importance of offering ads that are compatible and optimized for mobile. Google’s enhancements to their Product Listing Ads is clearly a direct response to the increased pervasiveness of mobile, as consumers are more often turning towards their smartphones and tablets, rather than desktops and laptops, for shopping, searching the web, and social media activity.” – Diaz Nesamoney, CEO, Jivox.

“Google’s announcement is another proof point that in today’s digital world, the lines between channels are blurring. It’s not about the channels consumers use, it’s about the consumer experience. Consumers value experience and brands are recognizing that a customer-centric approach to marketing, where consumers are nurtured through the entire buying journey, no matter if they’re on their smartphone or PC, is the best way to build brand loyalty and improve conversion rates.” – Lara Mehanna, General Manager, Mobile, DataXu.

“We applaud the changes that are being made to Google’s Product Listing Ads. It really is simply catching up with actual consumer behavior and letting marketers address those moments as they occur. This, along with the recent Google study showing that the majority of mobile searches result in action within an hour, clearly point to how smartphone users are driving a transformation in retail and forcing marketers to re-examine their shopper marketing strategies in order to win in this ‘fluid retail’ era.” – Chia Chen, SVP, Mobile Practice Lead, Digitas.

“Google’s Mobile Shopping solution (also known as Product Listing Ads (PLA)) has been live for some time in the U.S., as Google has been doing preliminary testing. iProspect began separating PLA campaigns by device (desktop, tablet, mobile) prior to the 2012 holidays to gain bid efficiency advantages for clients. While Google’s Enhanced Campaigns change the way advertisers can target by device, we are still excited about the opportunity that mobile PLA’s create for marketers. Advertisers may 1) see lower cost-per-click due to the lower competition in the mobile space, 2) obtain more insight into performance metrics by device, and 3) gain additional visibility into the interaction and impact of each specific campaign strategy. All of this arms advertisers with the ability to better prove the value of PLA’s for tablet and mobile. For tablet PLA campaigns, iProspect clients have seen cost-per-click decrease 40% and conversion rates increase 6% (as compared to desktop PLA metrics). Mobile PLA campaigns proved even stronger with an average cost-per-click reduction of 83% and conversion rate increase of 54%.” – Jeremy Hull, Associate Director of Paid Search, iProspect.

“This is a natural extension of convergence across devices and mediums – from product listings to users’ flows and experiences. In the case of shopping, mobile confers a ‘local’ aspect. For example, product listings could be sorted by physical nearness to catch convenience and impulse buyers. I think ‘social’ will also enter the mix, whereby you can share or recommend this to your friends.” – Vijay Sundaram, CMO, SocalTwist.





Mike Daly is an award-winning writer and editor with 30 years of experience in publishing. He began his career in 1983 at The News of Paterson, N.J., a long-since defunct daily paper, where at age 22 he was promoted to the position of Editorial Page Editor. Since then he has served in managerial capacities with several news organizations, including Arts Weekly Inc. and North Jersey Media Group in New Jersey and Examiner Media in New York. His work has been honored on numerous occasions by the New Jersey Press Association and the Society for Professional Journalists.

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