By now, most retailers are familiar with the benefits of Google Shopping. But a new case study by Periscopix reveals a common and costly mistake.
Before adopting product listing ads, Heal’s Furniture had found it difficult to reach searchers who weren’t looking specifically for the Heal’s brand. The high-end furniture retailer out of the UK was spending the bulk of its marketing budget on text ads, and as a result, was finding it very expensive to acquire sales through generic furniture terms. The company has since pushed more of its budget toward product listing ads and away from text ads, which has led to a big jump in conversions.