Google Shopping changes afoot: Feed optimisation will sit at the core of advertisers paid search strategies from Feb onwards

Google has announced its shopping space, Google Shopping, will, for merchants, shift to a paid model of Product Listing Ads (PLAs). Come July, Google will display one view of the Product Universe whilst effectively ‘forcing’ merchants to provide improved quality of inventory and accuracy of data. Advertisers will need to optimise and manage their product feeds, which for many will require further expertise and ultimately more time and resource. Furthermore, the feed will need to be optimised in real-time and in line with Google’s product feed specification.

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Images increasingly important to search yet few sites are optimised to take advantage

According to Google, image search makes up about 5.7% of all Google searches and 5% of all search is image related. Yet few sites are optimised to take advantage. A recent survey of the top 20 websites thought to have fairly advanced SEO, undertaken by Elasticera, highlighted their optimisation in this area was poor, at best. So what can be done to capitalise on this free traffic? Richard Yeo, CEO and Founder of Elasticera, shares his thoughts.

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