Google product listing ads (PLAs) can make the world’s largest search engine your store by uploading your products, setting pricing, and letting the magic of the Internet happen. That’s all fine for mom and pop, who have three widgets to sell, but how do you upload and manage thousands, hundreds of thousands or even tens of millions of products on Google Shopping?
One solution is Adchemy, which recently released smart software that matches its internal consumer intent graph to Google’s knowledge graph … and then uploads, monitors, manages, and even assigns keywords to your entire product portfolio, automagically.
“We’re seeing rapid adoption of Google product listing ads,” Adchemy chief executive officer Murthy Nukala told me. “The click rate is higher, and conversion rates are higher … the return on ad-spend for PLAs is very, very good — it’s like the early days of keywords … not very competitive yet.”
Essentially, we’re in early land-grab stage of product listing ads, Nukala says. The returns are great because Google is giving the consumer all the information they want right in the ad and because generally only people who are actively searching for say, a dishwasher, see the ads. This means that when consumers do click on PLAs, it’s an informed click — and a highly intentional click. That’s why Nukala believes that the No. 1 priority for retail brands should be to do PLAs right.
Also, because Google’s changing the landscape of search — and marketing.
“The world of search is going through its most dramatic transition now from an algorithmic search to the introduction of knowledge graph as a second brain for the search engine,” Nukala told me. “By having knowledge graph, the goal is to answer questions as opposed to presenting links. We see a very similar trend happening in the area of product search, and the move to PLAs is the first step.”
Knowledge engine is an attempt by Google to understand the world, the objects in it, and their relationships, which enables Google to start answering search queries for intent, not just for a set of words. The same change is affecting product search, and so what Adchemy has done is build an intent graph that shadows or mirrors Google’s knowledge graph.
And that intent graph, which models the way consumers think of and search for products, is a major part of what makes it easy to upload and manage thousands or hundreds of thousands of products to Google Shopping.
“The knowledge graph at Google is very good for noncommercial entities, but we specialize in commercial entities,” Nukala says. “And once you have the intent graph, we can completely automate keyword creation and search optimization for all your products.”
The standard Google Shopping process is to upload products, manually add descriptions and keywords and prices, and then organize them basically by hand in ad groups — setting your ad prices relative to your product prices and so on. Adchemy automates all that, enabling programmatically driven ad pricing based on your profitability data right down the SKU level.
“One customer told me ‘you’ve essentially taken my website structure and put it in your product,’ which eliminates an enormous amount of friction for our customers,” Nukala said. “That allows retailers to market in their own language, with their products, their brands, and their categories.”
That basically makes Adchemy a software-translation layer between marketers’ products and Google ad structures.
Image credit: John Koetsier, AdChemy
VB's research team is studying web-personalization... Chime in here, and we’ll share the results.