NMPi by Incubeta announced as a Travolution Award Shortlister!

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We are delighted to have received another nomination this week, and are thrilled to announce that NMPi by Incubeta has been shortlisted at The Travolution Awards 2020 for the Best Use of Social with Eurail.

This award is given to a digital marketing agency and/or travel organisation who utilised a variety of social media channels to ‘build brand affinity, hone marketing messages to key target groups and drive brand loyalty and advocacy’, and we are delighted for the nomination.

NMPi by Incubeta was shortlisted as a result of the work we did for Eurail – increasing the awareness of their travel passes, through the use of social media. Eurail wanted to inspire customers without the stereotypical images of the main tourist traps, so we thought what better way to showcase the freedom and experience a Eurail Pass can offer, than by sharing the experiences of travellers who have used the pass?

Our teams worked tirelessly, utilising images captured by Eurail’s clients to create an engaging and seamless user experience across social channels. This method boosted Eurail’s brand awareness, and presented a more genuine customer experience that was appealing to prospective travellers.

We are elated to have been recognised for our team’s hard work and dedication, so keep your fingers crossed for the 3rd of December when the winner is announced!

Bringing Creative to the forefront this Christmas

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As we hurtle towards the festive period, and the inevitable influx of consumer spending that accompanies it, advertisers will be dusting off more than just their baubles this Christmas. We may be coming up to the most wonderful time of the year, but that doesn’t mean the pressure is off for advertisers, and you can be sure that when the Christmas lights do eventually turn on, so do the host of festive marketing campaigns.

With vast levels of competition, in an increasingly digital environment, advertisers need to optimise their campaigns to attract the tide of ready to spend merry-goers, and ensure a high return on investment.

In this Golden Quarter, producing engaging and eye-catching content should be the key focus of any advertising campaign. Implementing creatives in the right way, helps brands project awareness, enabling them to cut through all the noise during the holiday season, ultimately boosting engagement and reach.

With over 15 years of experience in creative amplification, performance marketing and working with some of the worlds largest brands (such as Microsoft, Harvey Nichols and Liverpool FC), we understand the importance of Q4 creative.

In order to help you stand out,  the UK team have put together a Q4 Creative Hamper containing a series of social and dynamic bundles to help amplify your company this Christmas:

  1. Social Image Hamper
  2. Social Video Hamper
  3. Full Social Amplification Hamper
  4. Display and Dynamic Creative

By implementing creative amplification within your digital strategy, brands can project themselves to the forefront of the industry through brand awareness and eye catching content. Allow Incubeta to build impactful digital ads that help bring your creative to life, create engagement and grow your reach on any platform. 

For more information please read our Hamper Guide and get in touch with our Creative Commercial Manager, Eddy Walker ([email protected]).

Please note this is only available in the UK – this blog was originally posted on Incubeta

NMPi by Incubeta lands 5 More Nominations at the International Performance Marketing Awards

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We’re excited to announce that NMPi by Incubeta has been shortlisted for a further 5 awards, following our recent success at the UK Search Marketing Awards. This time it’s the International Performance Marketing Awards (iPMA’s) and we’re thrilled to have been shortlisted in the following categories:

 

  • Best Performance Marketing Campaign – USA: NMPi by Incubeta for M&S International: Not all International Markets are Created Equal
  • Best Performance Marketing Campaign – Western Europe: NMPi by Incubeta for Quintain Living (formerly Tipi): Closing the Online/Offline Gap
  • Best Retail and E-Commerce Campaign: NMPi by Incubeta for Superdrug: A Cut Above the Competition
  • Best Use of Data: NMPi by Incubeta for M&S International: Not all International Markets are Created Equal
  • Best Use of Programmatic: NMPi by Incubeta for Lovehoney: Stimulating Display to Reach a Performance Climax

 

A huge congratulations to the teams who worked tirelessly on these campaigns. Whilst we may not be able to celebrate in person, we’re keeping our fingers crossed for more good news at the virtual awards ceremony on the 24th November. 

NMPi by Incubeta Shortlisted at the UK Search Marketing Awards!

It is with great pleasure that we announce our most recent shortlist at the 2020 UK Search Awards for The Best Use of Search – Real Estate & Property with Quintain Living (formerly known as Tipi).

The awards are known for “celebrating the expertise, talent and achievements of the search industry”, and from the hundreds of entries, we were both honoured and thrilled to have been selected as for the shortlist.

Our teams worked tirelessly on the Quantain Living account – closing their online/offline gap, and we are elated that all their hard work has been recognised.

Keep your fingers crossed for NMPi by Incubeta next month – winners announced on the 24th November.

A Spotlight on Amazon – Incubeta Analyses Prime Day

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Shoppers were abuzz last week as we saw the return of Amazon’s infamous Prime Day – a 48 hour extravaganza put on for the platforms paying (prime) customers.

This was the online giant’s fifth Prime Day since it’s debut in 2015, and it was unlike any we’ve seen before. For starters, the date was pushed back almost three months, with the two day event taking place in October rather than it’s typical mid-July timing. This indirectly shifted the demand away from products relating to Summer (and Back-to-School), and onto those more associated with that of the holiday season.   

Over the 48 hour event, millions of consumers flocked to the site, snapping up bargains in tech, furniture and home goods – all with slashed prices. The question that bodes asking, is how did the market shift throughout Prime Day to support this time-specific influx of demand – in short, how did advertisers change their pricing strategy throughout the days leading up to, during, and after the two day event?

Prime Day Market Analysis

Over the past year, Incubeta has developed a Market Monitor Tool which allowed us to analyse the Amazon marketplace pre- and post- Prime Day. This data provided us with valuable performance insights and enabled us to analyse the subsequent impact Prime Day had on the surrounding days. Based on our Prime Day Report, we were able to gain the following insights on Product Price, Share of Voice and Advertising .

Product Price 

Product price tells you the individual cost of each product, which over 96% of Amazon consumers say is the most important factor in their purchasing decisions. Product price allows advertisers to directly compare themselves to competitors, tailoring their strategy accordingly. 

Looking at the categories that had the largest reductions across the 48 hours of Prime day (Garden Furniture and Home Accessories), Incubeta was able to determine that on average the average product price was higher on the days leading up to Prime Day, in comparison to both the 48 hours of Prime Day and the days following. It is interesting to see that even after Prime Day retailers are continuing to keep their product pricing low to remain competitive. 

  1. Overall the average product price post-Prime Day was 0.5% higher than on Prime Day
  2. Overall the average product price post-Prime Day was 5% lower than pre-Prime Day

The exception to this trend is with Home Office and Baby – the baby category saw a 14% drop in price in the days following Prime Day.

Share of Voice  

When looking at Share of Voice, we are determining the amount of  space within the Amazon search results your brand owns compared to your competitors.

Looking at brand Share of Voice (SOV), the Market Monitor established that overall SOV was lowest in the days leading up to Prime Day, increasing substantially within the 48 hours of Prime Day, and dropping back down post Prime Day. Despite the average SOV dropping 5% post-Prime Day, it was still 11% higher than the days leading up to Prime Day – this indicates that it’s both cheaper and more competitive in the days after Prime Day, than in the days leading up to it.

  1. Overall the average SOV post-Prime Day was 5% lower than on Prime Day
  2. Overall the average SOV post-Prime Day was 11% higher than pre-Prime Day

The largest changes were seen in the Kitchen category where the SOV was 12% lower following Prime Day but still 25% higher prior to the 13th and 14th October

Advertising 

Incubeta was also able to determine which sellers were optimising paid advertising, finding that, on average, the use of paid ads was higher in the days leading up to Prime Day in comparison to both the Prime Day event and the days following. This suggests that advertisers place more emphasis on visibility prior to, and during Prime Day, reducing their ad spend (but not their product prices) post-Prime Day.

  1. Overall the number of sellers using Paid Advertising post-Prime Day was 7% lower than Prime Day 
  2. Overall the number of sellers using Paid Advertising post-Prime Day was 10% lower than pre-Prime Day

Amazon Sold Products

Amazon Sold Products are products sold specifically on Amazon, by Amazon – not by third party sellers. They are products within Amazon’s private label brands and are a benchmark for alternate sellers to compare themselves too. 

Looking specifically at Amazon Sold Products (ASP), they displayed similar trends to what we saw with all alternate products. The average product price was higher on the days leading up to Prime Day, in comparison to both the 48 hours of Prime Day and the days following. The average ASP SOV similarly was lowest in the days leading up to Prime Day, increasing substantially within the 48 hours of Prime Day, and dropping back down post Prime Day – the average SOV post-Prime Day was still higher than the days leading up to the event. 

ASP paid advertising differed to the aforementioned trends with huge emphasis placed on paid ads post-Prime Day, in comparison to the days before, and during the Prime Day event. This suggests that  in comparison to other sellers, Amazon became far more aggressive in their advertising – understandable considering Prime Day is focused on Prime products which are usually sold by Amazon.

  1. Overall the average ASP price post-Prime Day was 5% higher than on Prime day
  2. Overall the average ASP price post-Prime Day was 14% lower than pre-Prime Day
  3. Overall the average SOV for ASP post-Prime Day was 35% lower than on Prime Day
  4. Overall the average SOV for ASP post-Prime Day was 10% higher than pre-Prime Day
  5. Amazon’s Paid Advertising post-Prime Day was 1% (18% to 19%) higher than Prime Day
  6. Amazon’s Paid Advertising post-Prime Day was 4% (15% to 19%) higher than pre-Prime Day

Whilst the sun may have set on a week of incredible bargains, the holiday season has just begun and with it comes a flood of consumer spending. With 75% of users starting their shopping journey on Amazon, having an optimised Amazon campaign is key to success this Christmas – and now is the perfect time to refine your strategy ahead of the seasonal ecommerce boom.

Incubeta’s Market Monitor tool can help you achieve full visibility on your product performance, gaining insights into direct competitors, SOV, keyword gaps and position, and for the holiday season we are offering free personalised audits of your Amazon Activity. 

If you’re interested in directly comparing your performance with competitors and identifying your true Amazon potential, fill in the form today and request your free audit.

This post was originally published on Incubeta’s Blog

Google Ads reduction of Search Term Data

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It came as a somewhat unwanted update when, at the start of September, Google Announced that, with immediate effect, it would be reducing the number of search terms that appear in any advertisers paid search query report.

Search Query Reports have long been at the centre of keyword refinement processes – from relevant term identification and reducing wasted spend to the analysis of long tailed seed terms via Ngram scripts. They are one of the oldest tools in any paid search advertisers arsenal, not only providing insight into what keywords you’re bidding on, but the actual queries that are driving traffic to your site.

It therefore raises the question – why the change?

Why?

Whilst it will likely result in a loss of visibility for advertisers, Google have cited privacy as the main reason for the unwelcome update. In a statement released in early September to Search Engine Land, Google mentioned that in order to maintain their ‘standards of privacy’ and ensure rigorous user data protection, Search Term reports will only include terms and keywords that a ‘significant number of users’ have searched for.  

The impact of these said changes will solely depend upon what Google means when they say the word ‘significant’ – we’re still experiencing a certain amount of ambiguity surrounding the term, and advertisers will likely be grasping at their purse strings as we ride through Q4.

So What’s the Impact?

On average across our Paid Search accounts we’ve seen the percent of total traffic accounted for at the search term level drop from around 95% in August down to 75% in September.

This means that with Google’s new update, we have lost visibility of the Search Terms that accounted for approximately 25% of total traffic – similar percentages are also generated when looking at spend.

Whilst this percentage seems to vary by account and vertical, one clear trend – across our accounts – is that the percentage of traffic from unknown search terms tends to be higher on Google Shopping campaigns compared to text ads. 

Logically, this makes sense as – due to their nature – shopping campaigns tend to receive a higher percentage of traffic from lower volume long tail product terms (when compared to text ad campaigns).

Similarly when we look at the breakdown of text ad campaigns by match type, we see that Broad match (BMM) keywords and Dynamic Search Ads (DSAs) are again seeing a much higher percentage of traffic from unknown search terms.

This can also be attributed to the campaign’s nature of picking up long tail lower volume search queries, with the percentage of unknown search terms on exact match keywords sitting at only 7%.

So which search terms have Google removed from the report?

Comparing the percentage of total search terms during the last week of August with the first week of September, we can see that the largest drop has been from search terms that report only 1 impression. These terms accounted for a 6% drop in total search terms (31% in August down to 25% in September), with  a smaller decline in search terms being reported with 2-3 impressions. This is largely in line with the expectation that the majority of search terms being removed will be long tail low volume terms.

However, when looking at the total traffic generated by these keywords we can see that even in September we are still seeing 9% of traffic coming from search terms with only 1 impression in a week.

So, what actions can we take?

There are multiple ways advertisers can adapt to the new limitations:

  • Utilise Google Ads scripts such as the one listed on Search Engine Land, to track what percentage of your accounts traffic & spend is coming via unknown search terms.
  • Developing an understanding of what the aggregate performance of these unknown search terms is based on your target KPIs compared to those search terms that are reported upon –  based on our account data (since the changes were implemented), average conversion rates on these unknown search terms tend to be around 10% lower than the totals from known search terms.
  • Closely monitor the impact of performance on certain campaigns where the percentage of unknown search term traffic is likely to be higher compared to exact match campaigns – adjusting bids, budgets, audience targeting & negative keywords where required.
  • Utilise the detailed search term reports prior to September, using Ngram analysis scripts to identify low performing seed terms within the long tail for negative keyword identification.
  • Utilise Google’s Smart bidding strategies. Their Machine learning algorithms – that power bid strategies – take into account the user’s search query as well as numerous other auctions signals. Over time, irrelevant queries matching your keywords should reduce –  even on low volume search terms that are no longer reported upon.

This post was originally published on Incubeta’s Blog

Is Brand Search the Monster Under your Bed?

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Last month we announced the launch of our award-winning technology Seamless Search, and explored the ways in which the one-of-a-kind search management platform can enable marketers to manage their paid and organic search holistically. 

Search marketing is fundamental to the success of most businesses. Yet despite its importance, most advertisers still don’t know the true value of their activity. With approximately $332 billion being spent on paid advertising – without advertisers understanding the true value of search – one has to wonder what percentage of that is unnecessary spend. 

Each year an excessive amount of capital is spent on AdWords, particularly for brand and brand generic terms. Data research from 2018 shows that on average, advertisers (in profitable industries) spend over $2 billion dollars annually on branded search – an astounding figure, which will only have increased in the last two years. 

We’ve seen brands paying close to £200 for certain terms, with the most expensive branded keywords (UK) being ‘Ikea Alex desk’ for £191.65, ‘BT Broadband Business’ for £163.60 and ‘Fire Amazon’ for £117.96. With advertisers practically throwing money at Google for brand generic terms, one has to ask, do these businesses really need to spend this much? Wouldn’t it be better for all if paid ads were only served when they were needed, and only when they delivered incremental value over organic traffic? Branded search should be floating your boat, not sinking your ship…

How Seamless Search can Help

Ludicrous though it may seem, advertisers are constantly outbidding competitors for paid spots (even when the consumer searches for a brand by name), for fear of being knocked down the SERP.  The cost of bidding on one’s own brand generic terms, is steadily burgeoning and the use of a coordinated marketing campaign, in which organic and paid search are managed together holistically could reap rewards in both business expenditure and ROI.

If businesses had a tool that recognised and implemented bid adjustments to secure top spots, reduced spend on positions already covered organically, and re-invested these savings into other channels then that would be a real game changer.

Here is where Seamless Search comes into action. Seamless Search gives advertisers confidence that they are maximising performance from their search marketing by enabling them to understand exactly how much their paid strategy cannibalises their organic strategy and vice-versa.

The Process

Using machine learning, the platform assesses thousands of internal and external factors that impact the correlation between your paid and organic search, determining the true value of each channel. 

To do this four separate reports are loaded into Seamless Search (keyword, ad group, campaign and search term) and the technology goes through the following stages:

  1. The data goes through a processing procedure (normalises, cleans, filters and splits data to be compatible with our software)
  2. The data goes through a bid volatility analysis and enters the learning stage (this takes between 4 and 6 weeks)
  3. Keywords/Devices are then grouped by characteristics (such as impressions, impression share, CTR, CPC and max CPC)
  4. Model creation through regression prediction (Gradient Boosting on Decision Tree)
  5. The data is processed via Python
  6. An optimum bid calculation is made and stored in BigQuery
  7. Changes are applied to your account via API, and you bids are fully automated through Seamless Search

Once the platform has your data, it can automatically make paid search bid adjustments to optimise and achieve incremental revenue. If you have a high organic coverage, then Seamless Search will recognise this and adjust your bid accordingly, thereby reducing the risk of wasted expenditure whilst allowing you to reinvest your savings into other channels. 

Don’t let brand spend dominate your budget – manage your search marketing activity with confidence, and ensure that capital is spent in areas that drive true value.

To find out how Seamless Search could support your business, and drive effective investment decisions, request a free true search projection today.

Seamless Search.  Search seen differently.

This post was originally published on Seamless Search’s Blog

New Google Fees

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The start of November marks the introduction of Google Ads’ new country-specific fees, which means any advertiser within the UK will see a 2% Digital Servicing Tax (DST) Fee added to their monthly invoice. For brands around the world, this means that digital marketing costs are set to increase once again. While there is no way to escape the fee itself, it’s important for advertisers to understand what the new fee means – and how they can do their best to mitigate the costs. 

So what are Google’s Country-Specific Fees?

The new country-specific fees are a direct response to the introduction of DST or Regulatory Operating Costs. These taxes are levied on to brands who advertise online in the UK, Turkey and Austria. Google automatically calculates the fees based on the number of impressions or clicks that are served within a country where these fees are applicable.

To conceptualise this, consider a brand running ads in the UK. With the new fees, an ad spend of £100 would be subject to a 2% DST fee. This takes the total cost up to £102 before VAT. However, we should note that if a brand is running ads across different jurisdictions, only those ads which are served in countries with these taxes will be subject to the new fees. 

What’s the Impact?

Unfortunately, these fees are a mandatory cost increase for brands and are set to impact advertising budgets worldwide. Not only will costs increase, but it’s also likely that this move will reduce the reach and visibility of campaigns as brands are forced to re-evaluate their budgets accordingly. 

With no way around the fees, businesses need to refine and amend their campaign spend accordingly. There are three ways in which you can do this; switching to Performance Based Advertising, improving your Site Ranking (SEO), and Optimising your Keyword Spend.

1 – Performance Based Advertising

Working with an agency isn’t exactly risk free, KPI’s aren’t always guaranteed but fees definitely are. Businesses need the reassurance of performance, but can’t necessarily afford to foot the bill if targets aren’t met. The introduction of the new Google Fees, and the subsequent increase in expenditure will only heighten this fear of being out-of-pocket. 

One way brands can avoid wasted spend is through performance based advertising. Performance Advertising tends to operate on a Cost Per Action (CPA) structure, and is a risk-free way for brands to advertise and sell online – the agency fronts the media spend and only takes commission once results are delivered. This structure incentivises the agency to drive the best results, helping businesses succeed, which in turn reduces wasted ad spend and optimises their budget. NMPi can offer these performance based services in Paid Search, Google Shopping, Programmatic Display, and Paid Social – allowing our clients a full scope of potential across their entire advertising landscape, whilst waiving the management and technical charges.

With the periodic introduction of Google taxes, such as these 2% DST fees, it’s imperative that brands remain on-top of their budget management – NMPi can help businesses reach their acquisition targets and maximise their return on investment without breaking the bank. Find out how NMPi can optimise your ad spend here

2 – Site Ranking (SEO)

Google’s new taxes are coming at a time when the majority of advertisers are already feeling the impact of uncertain economic times. With an additional 2% being added to an already hefty marketing bill, brands need to ask themselves, whether it’s worth investing as heavily as they are in paid media?  One way brands can optimise their budget and cut costs is through the exploration of previously deprioritised areas – such as organic search and the user experience.  Optimising your site ranking through SEO, allows advertisers to achieve a top spot in search engine rankings, at a fraction of the cost of a monthly paid media campaign which in turn, can significantly impact your performance and revenue.

Paid media is a steadily burgeoning industry, and as the prices continue to rise, businesses should take the time to refine their organic position and gain a top spot on the SERP. Channelling some of your paid budget into SEO and the user experience ultimately provides your site with quality content, boosting your position on the SERP and ultimately generating more traffic to your site. NMPi can  provide clients with a comprehensive and integrated strategy to ensure SEO success and maximise the power of your organic coverage. For more information on how NMPi can improve your site ranking visit our website.

3 – Optimising Keyword Spend

Paid search advertising expenditure currently accounts for 54.1% of total digital media spend globally, yet still brands struggle to comprehend the relationship between their organic and paid coverage. To date, approximately $332 billion is spent on paid advertising, and without understanding the true value of search, one has to wonder what percentage of that is unnecessary spend. 

As costs go up, brands need to keep their outgoings low, and one way to optimise budget spend is to refine and reduce spend on keywords that one already has high organic coverage for. Identifying exactly how much their paid strategy cannibalises their organic strategy, allows businesses to tailor their bids, optimise content and maintain a dominant position on the SERP – without wasting budget. 

Brands can optimise their keyword spend via Incubeta’s search management platform, Seamless Search.  Using Seamless Search, businesses can assess thousands of internal and external factors that impact the correlation between their paid and organic search, determining the true value of each channel and how they’re impacting business performance metrics. Thereby reducing unnecessary bid spend, and increasing brand revenue. Join our waiting list to find out how you can optimise ad spend via Seamless Search.

There’s no denying that the new Google fees will eat into the advertising budget, however – with a little under a month until it comes into action – now is the time to optimise your ad spend. For more information on how to refine your expenditure, and get in prime position for Q4 visit NMPi, and get in touch. 

This post was originally published on Incubeta’s Blog

Free Shopping is coming to Europe!

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It comes as no surprise, following on from the successful launch in the US in April, that Google’s free shopping listings are crossing the waters and will soon be available to merchants throughout the EEA. Although there was speculation on a release date, Google has now confirmed that the launch is on track and we can expect it to come into effect well before we toast in the New Year. 

Exciting as this may be, as marketers we have to ask, with confirmed changes such as these in the pipeline, what does this mean for our current marketing environment? Will Amazon’s colossal dominance as a shopping destination finally decline, and are small retailers on the road to recovery post Covid-19?

In short, what changes will we see in the digital commerce industry?

So what exactly are Free Shopping Listings?

The first question that needs answering is, what exactly are Free Shopping Listings? Although we previously explored this topic (view here) with regards to the US launch, free shopping listings are still very much in their infancy and many may question the changes it will inevitably have to the SERP landscape as we know it.

Similar to the Google Search Index, Organic Shopping Listings allows participating retailers to appear on the Google shopping tab ‘at no cost to them’. This enables merchants to connect with the millions of consumers visiting the site each day, whilst shoppers will have increased access to a huge variety of products. Where once the Google Shopping Tab was saturated with ads and paid content, the introduction of free listings will more than likely be accompanied by a substantial drop in paid content and an influx of free and organic product listings. That’s not to say paid ad spaces are redundant – retailers will still be able to pay for their listings – however the focus will be on optimising their existing product feeds rather than a war over bids. Paid ads will continue to elevate customer reach, with organic listings alongside to compliment them.

Once the bid element is removed, Google ranks product listings purely off of feed content within the Google Merchant Centre. In order to compete within the new Shopping Tab, retailers will have to maximise their product exposure by enriching their feeds to compliment Google’s algorithm.  Be sure to watch our webinar, The Feed Maturity Pyramid to learn some top tips on feed optimisation.

What will this mean for Amazon?

So what will this mean for Amazon? With 63% of customers worldwide starting their product search on Amazon marketplace, it’s no surprise that they are dominating the industry as the number one starting point for a consumer’s shopping journey – the real question is, can they maintain this?

Despite their 2019 UK turnover of  $25.21 billion in retail ecommerce sales, Amazon’s success is primarily built upon their ranking model, research resource and diverse product selection. And, with little competition, they’ve maintained their position at the forefront of the ecommerce industry since 2018. But this could all change. Although Google advertised free listings as a means by which to reconnect struggling businesses with consumers post Covid-19, it is also an opportunity for the platform to draw customers away from Amazon and reclaim their former glory as the go-to-platform for product search. With the shopping tab consisting of primarily free listings, consumers can discover a vast range of products specific to their search, with additional details such as category/condition/size available due to retailers optimising their product feeds. 

These changes to the SERP reintroduce Google as a competitor to Amazon – and as they begin to reclaim their market share, Amazon may start to lose its shine. Previously loyal consumers could easily revert back to Google Shopping for their product search, and in turn cannibalise Amazon’s colossal share of product searches.

Will 2021 knock Amazon off their previously impenetrable pedestal? Only time will tell.

What will this mean for small retailers?

Regardless of the rivalry between Google and Amazon, the implementation of free product listings will immediately have a beneficial impact, and act as a lifeline for small businesses – particularly those hit hard by Covid-19. 

With physical stores closing, and consumer behaviour shifting, many businesses are struggling to stay afloat with digital commerce and the cost of advertising. Introducing free listings will level the playing field, and grant all retailers access to Google Ads, allowing exposure to the millions of consumers visiting the site everyday. Google Shopping will help small-scale businesses to bypass the cost barrier, boosting sales and expanding brand awareness in the process.

Until organic shopping is rolled out in the EEA, it’s near impossible to predict the actual impact it will have on our digital commerce industry. For now, we can only speculate and plan for every eventuality.

This post was originally published on Incubeta’s Blog