Digital Advertising

imgoMicro-Moments in Digital Shopping

It’s no secret that mobile devices influence shopping decisions.  Consumer studies show that shoppers use their high-end mobile device before and during a purchase. Because of this digital influence, shopping decisions can happen anytime and anywhere.  This environment is referred to as  “micro-moments”.  Today consumers do not rush out to the shopping mall to complete their purchases when they have other options.  Thanks to mobile devices and digital shopping opportunities consumers have the means of browsing, comparison shopping and researching the items they want to buy right at their fingertips.  If you are a retail business owner, you can’t afford not to be there to catch those micro-moments.   To enable retailers to be in the right place at the right time, Google is rolling out enhanced features to reach shoppers in those moments.

Enhancement to Shopping Ads:

To fulfill the need to know, consumers want to know more and they want to interact with their search when they see Shopping Ads.  The new feature that will direct more qualified traffic to retailers is being rolled out starting with Android this month and IOS in the coming months.  It will expand the Shopping ad with the swipe of a finger to provide additional information like product ratings and availability at nearby stores.

Prioritizing LIAs:

Google and Retailers want to help Consumers find local stores with Local Inventory Ads (LIAs) . Consumers avoid stores because they do not know if the store will have the product stocked. Because of the positive results retailers have seen when LIAs are shown instead of the PLAs (Shopping Ads), Google will now show the LIAs over the Shopping Ads when a consumer searches with a local query. (ie: coffee makers near me).

Easy Purchases on Mobile:

There is a need to improve easy purchases on mobile.  Desktop purchases are still 2X higher than on mobile devices.  Google is promoting a new opportunity through their Shopping Ads to drive consumers to retailers’ shopping app instead of their website to enhance and simplify the mobile buying experience.   This opportunity will be rolling out to additional retailers in the coming months.

There is a need to improve easy purchases on mobile.  Desktop purchases are still 2X higher than on mobile devices.  Google is promoting a new opportunity through their Shopping Ads to drive consumers to retailers’ shopping app instead of their website to enhance and simplify the mobile buying experience.   This opportunity will be rolling out to additional retailers in the coming months.

 

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