Google Shopping Insights: Just a Snapshot
Who Will Use the Tool and How?
Further, the tool uses AdWords' compatible geographic areas so buyers of regional AdWords campaigns may find the tool helpful. By offering shopping research by device information, merchants may be able to look at whole classes of products and determine if they need to provide shoppers an enhanced mobile experience. However, for online-only merchants, the tool offers little truly useful information. For clicks-and-mortar multi-locational merchants, the tool is very thin soup. Many large retailers have invested in robust information systems to provide data so that merchandise can be moved to where it will sell rapidly. With supply chains extended to accommodate huge volumes of products produced overseas, supply chain information systems are the backbone for commerce. While reviewing the tool, I found myself wishing for many more layers of information – population overlays for geographic areas, cell carrier popularity information to judge device use and other moderating data.
For the organic search marketer, the tool may provide correctional data for regional campaigns. It is often easy to view the world through the lens of our own local experience. With the ability to see patterns and trends outside of our local sphere, we can correct our own misgivings as to popularity of products and hence validity of actually targeting our organic campaigns toward rather specific products. As marketers give this tool a spin, more insights as to its usefulness will emerge; but for now, I will be using it as yet another tool for taking interesting data snapshots.
The purpose of this blog is to provide insights and tips for how to use search profitably. It will cut through the volumes of information that threaten to overwhelm the busy marketer and will focus on what is truly important for making search work.