Shop Talk: Best Practices for Using Google Product Search

Third, optimize based on performance. Use the robust results tracking solutions offered by almost all shopping aggregators, affiliate programs and Google. Retailers can also leverage competitive intelligence, behavioral retargeting and web analytics to boost performance further.

Chris Aburime is associate media director at brand and media consultancy FRWD. Gary Allen is partner, media systems and business operations at FRWD. Reach Chris at chris.aburime@frwdco.com. Reach Gary at gary.allen@frwdco.com.