Google Shopping has recently launched into New Zealand and the significantly lower price to advertise may put smaller Kiwi businesses ahead.
The Google Shopping platform has changed the way businesses advertise and now offers e-commerce sites of any kind the opportunity to be seen by online shoppers.
Google Shopping ability to present items from a range of sites after just a standard search is one of the reasons it has become popular among New Zealand consumers who have a habit of comparing online prices before buying.
Richard Conway, managing director of Pure SEO, says that the manual process of clicking through sites is now made completely simple by this ‘carousel’ of images.
Google Shopping front page
“What used to be a manual process of opening each site and checking for the correct product and lowest price will now take a fraction of the time,” says Conway.
“Most consumers don't search past the first page of search engine results but this ‘prime real estate’ is often dominated by those businesses with the largest marketing budgets - not necessarily the lowest prices,” he says.
Conway says recent research into New Zealand shopping habits found that more than half (53 percent) of shoppers compared products and pricing online before purchasing.
The introduction of Google Shopping has benefited New Zealand retailers who can now advertise based more on what they can afford rather than flat rates leveling the playing field between dominant larger companies.
New Zealand Company featured before Australian brand
“The introduction of new technology like Google Shopping will help improve the online shopping experience for Kiwi consumers and we expect it to open up new markets for Kiwi retailers almost overnight,” Says Conway.
Conway said that Google Shopping will not replace the traditional text adverts and will help anyone with an e-commerce presence in their ability to compete including bricks and mortar with a smaller ecommerce presence.
Pure SEO is an example of a way businesses can advertise through Google Shopping. The online site has had massive success with businesses choosing a company that works through commission rather than a flatfee.
On Facebook, a small business can be expected to pay $150-$600 per month for advertising space. Whereas going through sites like Pure SEO can ensure that the retailer pays only how much they need to effectively promote their items.
A Searched Item and Related Sponsored Ad
Through Pure SEO what retailers pay depends on the popularity of the product being featured. They can bid as low as one dollar but that will reflect where they fall on the product list, those who pay the most obviously get placed high on the list.
The advancement of this new product advertising is key for businesses to get an online presence without spending more than they can afford.
“Because of this, we expect to see to see businesses incorporating the new technology rather than replacing an existing one,” says Conway.