Retailers are constantly searching for new ways to make their digital marketing programs more profitable. And in an effort to achieve a better return on investment, many have turned to Google Shopping.

Google Shopping has grown significantly over the past few years. It now represents 53% of overall paid search clicks and 75% of non-brand clicks (those that don’t include a brand’s name), according to Merkle’s “2017 Q2 Digital Marketing Report.” These ads have been popular for searchers on Google because they tend to show up on lower funnel queries when consumers have a good idea of what they want to purchase. In addition to consumers seeing the value of the ads, retailers have also enjoyed these ads as they tend to have a lower cost per click and higher return on investment when compared to search text ads. While retailers have enjoyed these benefits, there are new ways to take advantage of the Google Shopping platform, for instance, by using Google’s Remarketing Lists for Search Ads (RLSAs) and Customer Match for Shopping tools.

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