To a small niche retailer, it can seem daunting (almost pointless) to invest too heavily in Google Shopping. After all, how could you ever compete with the major players who have far more money, products and people than you do?
Well, the good news is, it is possible to be competitive in Google Shopping as a small business. In fact, done right, Google Shopping can actually be the most effective digital advertising platform in terms of Return on Ad Spend (ROAS).
Here are the top strategies for success as a small to medium-sized retailer in Google Shopping.
Andreas Reiffen is an entrepreneur, marketing technologist and thought leader in data-driven advertising. Between 2006 and 2008 Andreas operated as a PPC super affiliate working for Zappos and other retailers. In 2008 he founded crealytics, the Berlin-based provider of camato, the leading Google Shopping Tool to automate PLA campaigns and improve performance. Several of the largest international Ecommerce retailers are using camato to manage Google Shopping in more than 100 markets across the globe, generating over $3B in revenues per year. camato has been shortlisted for numerous awards in 2016 including European Performance Marketing and Drum Search.