PLA Update: Winning Shopping Micro Moments

Category: Paid Search

Shopping Micro Momentspla-micro
Did you know that last year 28% of in-store sales were influenced by mobile devices, used either before or during shopping trips? In an effort to help retailers reach their customers at their most crucial mobile shopping moments, Google has come up with a few new ways to help retailers win those I-want-to-know, I-want-to-go, and I-want-to-buy micro moments.

Read on below to learn about Google’s latest updates, and how they can help retailers improve their mobile users’ shopping experiences at every micro moment!

“I-Want-To-Know”: Give immediate answers to every shopping need
The first new update is an enhancement that will expand ads when you swipe on them to reveal more detailed product information. 1 in 5 people already swipe to interact with mobile shopping ads, so now when they do, they’ll be able to access more information to inform their possible purchase decisions. This feature will begin rolling out in Chrome for Android this month, with iOS to follow.


“I-Want-To-Go”: Help shoppers find local stores
The second new update will show local inventory ads for local search queries, which will better help shoppers find accurate nearby information right when they’re trying to buy.

There will also be 2 new cards added for shoppers:

1)      The Now In Store Card

2)      The Price Drop Card

The “Now In Store” card will appear when a shopper is close to a local store, and will display useful information such as sales, closing hours, loyalty card information, and more. The “Price Drop” card will appear when there’s a significant price cut on a product the user has previously searched for, giving them more incentive to buy and act quickly, now that there is a better deal.

“I-Want-To-Buy”: Make it easy to purchase on mobile
The Desktop conversion rate is still 2x higher than on mobile in the US. To encourage shoppers to use mobile shopping apps instead, Google has started working with a select group of global retailers, such as eBay, Flipkart, and Zalando, to add deep links to their apps right in their shopping ads, which will drive people straight to their mobile app instead of to their website.

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These new updates help retailers reach and delight their mobile shoppers by providing them with the right experience and in the right context to win the micro moments that matter the most. From supplying more information on-the-go easily, to making it easier to shop on mobile, these new Google updates will help you win over your customers in those crucial micro shopping moments that happen every day.

We forecast that when it comes to Holiday shopping this year, mobile is going to be crucial for increasing your conversions and boosting your online sales. To learn more about how we can help you prepare your marketing plan for the holidays, request your free Competitor Search Analysis today!

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