Shop Talk: Best Practices for Using Google Product Search

With current result pages allowing for more information, search marketers can tailor advertisements to add more product details. Smaller retailers should focus less on the number of ads served and more on differentiating their ads by focusing on their core competitive advantages. The ads could focus on service as opposed to competing for lowest price, which will not likely be efficient or realistic. They could try attracting customers by promoting free shipping or loyalty programs in their ads. Bigger companies, on the other hand, can focus on price and brand strength. They can maximize visibility by closely integrating local offline and online inventory through the APIs of major product search providers.