By Blanca Lopez
CWhen working with large catalogues within Google Shopping, it is important to be able to monitor and identify trends at the brand, category, product type or even item level. Being clear about the search volume and its trend, the existence of competitors as well as our ability to win auctions and generate impressions (impression share) is a key factor in being able to estimate profitability and growth capacity, both in terms of scalability and profitability.
With the increase in automation, as well as the proliferation of smart shopping campaigns, it is becoming increasingly difficult to have actionable levers that allow us to promote certain groups of products bangladesh business email database over other substitutes. For example, if we are a fashion eCommerce and we have 50 different white sneakers, when a generic search is performed, which model will appear? How can we make them compete on equal terms and ensure that they all have visibility and bring sales opportunities?
The first thing to do is to admit the possibility that there are zombie products (those that, despite being in the campaigns, do not generate any movement); to be able to identify them and, then, design a strategy to give them another chance to appear in the SERP and bring traffic (and sales) to our website.