Posted: Thursday 24th March 2022 in Performance Marketing.

Easter is a decisive event in the retail calendar. 

In 2021, spending through Easter soared to over £1.2bn growing at a rate of 14 percent compared to the previous year. 

For some retailers, it is the most influential sales period of the year. Beyond Easter Eggs – there is a flurry of movement on big-ticket, low purchase frequency products in categories such as Home, Garden and DIY. 

Google data tells us that Home & Garden searches peaked on the last pay-day before the Easter Bank Holiday in 2021. “How-to” searches peaked at a similar time, as people looked to make home and garden improvements before the summer. But this is much more than just the research phase.

The furniture category is rapidly changing as AR and ‘try-on’ technology increases consumer confidence in online shopping. In 2021, there was a 67% YoY increase in people buying furniture online – and now consumers are 55% more likely to buy bigger-ticket furniture online than before.

Previously these brands would be able to sit back and wait for customers to arrive in store. But post-pandemic, every brand and retailer has to meet consumers where they are – and help shorten the gap between research and purchase. This is where Google Shopping makes the difference. 

Brands such as The Range, Wayfair and New Balance all manage their Google Comparison Shopping Service (CSS) strategy through Productcaster. Why? Because Productcaster CSS is our incumbent technology that allows retailers to either:

  1. Reduce marketing costs whilst maintaining sales revenue 
  2. Boost traffic and engagement from the same investment in CPC 

How does Productcaster CSS do this?

We are a CSS Premium Partner. This means that when retailers or agencies sign up to use Productcaster CSS, they can access the benefits of serving a Google Shopping ad through a CSS and make significant savings.. 

Productcaster CSS is our answer to the antitrust ruling from the European Union against Google in 2017. This allows our merchants access to Shopping auctions without the additional 20% fee Google charges per click, making your CPCs cheaper and more efficient.. 

So by using Productcaster CSS, 100% of your CPC is the bid used to enter an auction, meaning you can maintain your performance with a cost saving of up to 20% of your current spend, or you can reinvest those savings and be eligible for more auctions, increasing visibility with more impressions, driving more traffic leading to additional sales without spending more, resulting in a better ROI.

Google Shopping ads effectively convert search interest into sales. Product Listing Ads (PLAs) are typically displayed above the organic search results in a carousel format, on the right hand side panel or under the Shopping Tab. Google Shopping ads are driven by search terms and attributes, which match products in your data feed and your Merchant Centre, controlled by your Shopping campaigns in Ad Words

Google Shopping gets you in front of audiences searching for the right products. At Summit, we make it more likely that people buy from our clients than anyone else. And through Productcaster, we help them save 20% on the way. 

To learn more about Productcaster CSS, Search and how we help retailers grow – get in touch with the Summit team at [email protected].