4. Google Shopping: Tapping into New Advertising Mediums
As we said in our main PPC page, PPC advertising has become increasingly difficult and competitive over the last few years. As companies with astronomically larger budgets, better margins, international brand recognition, and leverage advertise online more, sometimes the only way to compete is by finding the newest playing fields that they haven't flooded yet.
In the case of eCommerce PPC, the advent and popularity of shopping / product listing advertising has been a new way to compete. Beginning as a free service (until search engines figured out people would pay dearly for it), shopping ads presented a lower cost opportunity for our in-house eCommerce shops as well as our clients who sell products online. Since adding shopping campaigns, our in-house shops have seen CPC (cost per click) and CPA (cost per acquisition) steadily decrease. These ads have also allowed us to advertise products which otherwise would not warrant online advertising. Niche and low margin products benefit directly from this potentially cheaper form of digital advertising.