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Consumers nowadays have a behaviour which experts in the field have named “webrooming”. The vast majority of your consumers may be doing this in this exact moment. This means that shoppers, instead of visiting online or physical stores to make their purchases, they use Google as an option. They use search engines as a tool and then select local physicals shops. Since this seems to impact shoppers so much, it may be advisable to learn how to develop a GPLA campaign from and implement a campaign like this for your platform, or alternatively, hire a specialist and let them handle the process.

What is Web Rooming?

Webrooming is a practice where consumers use online tools to research the products they are interested in. this is the online version of “showrooming” where clients observe the products they will invest their money in, in a physical store. Although the phenomenon is present for some time in all industries, only recently it began to take off. And while many brick-and-stone shop owners complain about the fact that webrooming is ruining their businesses, the opposite true, as many recent studies suggest. More than 90% of consumers choose webrooming as a research tool for what will end up as an offline sale. This, for both online and offline merchants, seems to boost sales considerably.

Why only shops still need PLA campaigns?

Product Listing Ads recently has become one of the most relevant forms of marketing for online merchants. This makes all merchants eager to invest in these types of marketing campaigns. Normally, PLAs are expected to have a return of approximately 50% of one merchant’s paid search clicks. Google shopping campaigns have the potential to increase online and in-store visibility. This is why many consider them to be the cornerstone of retail businesses. By using intelligent algorithms, PLAs will dictate where your ads are most relevant, and this is exactly where they will pop-up. These ads usually contain an image for the product, a short description as well as its price, and this makes consumers more likely to invest in a product for which they have so many data. On the other hand, with this approach come plenty of advantages for retailers all over the world.

Increase offline sales

If you own a physical store as well, you are very likely to be using Google Shopping ads. Which, in more than 78% of the cases, results in an offline purchase. This is why optimising on-the-go search traffic is mandatory for a variety of brick and mortar businesses. Increasing in-store purchases is one of the main goals of business owners all over the world, regardless of the number of online purchases that they register.

Increased exposure

Both online and offline shops will register more exposure on the local markets if they invest their resources in PLAs and Local Inventory Ads. Also, merchants have the possibility of pushing online shoppers in their physical stores, which comes as a great advantage as well. As you can easily notice, there is a strong relationship between PLA Campaigns and shopper behaviour.

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