Expert Knowledge / Search Marketing
Google Shopping is a platform which allows us to reach customers who are actively searching for products via search engines. Users can view and compare products in a far more visual way to traditional text-based PPC advertising. Customers are served adverts when they search for a product for which vendors can fulfil via e-commerce, the quality of which is determined by the inventory specification being supplied from the website. That's where we come in.
Like PPC, the benefit of Google Shopping is that it offers instant visibility in search engine results pages (SERPs) for businesses. Unlike PPC, Google Shopping is visual which is a massive benefit, particularly for retail products, as a result, we tend to see a higher conversion rate via Google Shopping.vs PPC. Google Shopping operates from an inventory system meaning it is far more adept to running high volumes of products at any time.
Google Shopping operates between your website and two platforms; Google Ads and Google Merchant Center. Products information, categorisation and identification are set at CMS level and this is then fed into Merchant Center for validation, before being eligible to be served in Google Ads as a shopping listing. From here campaigns, ad groups, budgeting and targeting parameters can be created.
The first place to start is your website, is it e-commerce enabled and if so what content management system (CMS) does it use? Most CMS’s (WordPress, Shopify, Magento) have plugins or apps to create an API or XML feed to relay data into Merchant Center. We prefer APIs as changes (eg: stock quantities) occur in real-time. Once we have Merchant Center validating information we can begin optimising them.
Merchant Center isn't just a validation tool, we can do some pretty clever changes within it. Say you don't want to change your products name but need to communicate what that product is more clearly to new potential customers. Simple, we can create rewrite rules or append information such as a generic keyword, age or weight to the title. In plain English, creating adverts that cater to different people and the varying search queries they might use, generates higher-quality traffic to your product pages and increases sales.
Merchant Center allows advertisers to manage and submit product data from their website to Google. It standardises product info before that data is displayed as adverts.
Google Analytics provides plenty of data but by using it in conjunction with Google Tag Manager, we’re able to collect even more insights.
Working with Tribe has been a pleasure - we had a seamless transition to our new site and are very happy with our new UX and ecommerce functionality.Caryl Tincknell
When it came to digital marketing Emily & Ollie explained what they could do for our business and how in a very easily understood manner. The follow up & reporting along the way gave us the confidence to continue working with them. We have had amazing exposure and our business has really taken off.Dr Ros Debenham
The recipe box industry is a very competitive market space. We understood that in order to build exposure and stand out from the crowd we needed expert help. Emily and Ollie are both excellent at their jobs and continually keep us updated on campaigns and strategies so we know the best way to move forward. I would have no hesitation recommending Tribe to anyone else looking to improve their search and social media marketing.Myles Hopper
Working with Tribe Digital is always a pleasure. Their dynamic, forward-thinking keeps us ahead of the trends and are always able to advise our team well whilst consistently developing skills within digital marketing. Their reliability & flexibility paired with their expert knowledge and approachable nature makes them a key part of our team at Ladram Bay.Zoe House
When we launched DOSE our Google presence was poor and organic traffic was slow. Tribe came to us at just the right time, equipping us with the toolkit for success that has changed our business for the better with a 1,983% increase in organic visibility (169,000 to 3.52m impressions) in just 3 months.Hettie Holmes
I wouldn't recommend Tribe if I hadn't used their services myself and to great results. Ollie & Emily have extensive retail/brand/digital experience - more over they are both very intelligent, kind and honest people who provide recommendations as if your business is their's.Polly McLachlan
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