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White Paper Reveals How Online Retailers can successfully use Google Shopping

White Paper Reveals How Online Retailers can successfully use Google Shopping
Thursday April 16 2015

Given the sheer number of ecommerce stores available in the UK, gaining visibility and expanding online presence through external channels, such as Google Shopping, has become one of the main daily challenges for online retailers.

Through placing ads directly on search result pages associated with the product, Google Shopping has become a leading source of qualified traffic for online retailers. However, due to modified technical specifications made late last year, Google now requires more technical knowledge from users for efficient use of the channel.

Successful selling on Google Shopping requires various expertise, particularly relating to developing a strategy consistent with the price and positioning of each product.

Taking into account the many recent technical developments to the channel, this white paper gives practical advice to emerchants wishing to embark on Google Shopping, as well as those already using it. The paper examines Google Shopping’s role in the changing ecommerce landscape; from comparison shopping engines to CPC. The different stages that contributed to the creation of what is now Google Shopping are also discussed. However, above all, this whitepaper focuses on the key factors for a successful Shopping Campaign, the integration of Merchant Center and Google AdWords and all promotional aspects of campaigns in AdWords.

 "Google is the most popular online search engine in the UK, it is imperative that our customers are visible on this channel. This requires more interaction with Adwords, which was one of the main reasons we incorporated the latest API into our solution, thus allowing customers to handle operations relating to their Google Shopping Campaigns within their Lengow account. Our white paper provides concrete advice for merchants to succeed with Google Shopping", states Mickael Froger, CEO and co-founder of Lengow.

"Google Shopping is not only an essential channel in the UK, but all around Europe, especially in Scandinavia where there are far less alternative distribution channels. Many merchants also use Google Shopping to enter international markets. In this first English white paper, Lengow shares its knowledge of Google Shopping, who it has been working with since 2010 in order to provide the best support for all of its customers", adds Jérémie Peiro, co-founder of Lengow.

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