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Jeder kennt das Gefühl: Lange möchte ich mir eine größere Anschaffung leisten. Ich hadere mit mir, doch dann sehe ich ein verlockendes Angebot, eine verführerische Werbeaktion und schon treibt diese mich zum Kauf an.

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43% Prozent der Befragten einer Statista-Umfrage motivierte dies zur Nutzung der Angebote am Black Friday und Cyber Monday in 2017.

Laut der National Retail Federation gab ein Drittel der Käufer an, dass der Antrieb ‘Werbeaktionen’ die Motivation für ihre Einkäufe an Feiertagen sowie am Wochenende waren (+11,4 Prozent im Jahresvergleich).
Um diesen Antrieb weiter zu nutzen, ermöglicht Google die Einbindung des Merchant Promotions-Programms in Shopping-Aktionen.

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Wie funktioniert Merchant Promotions?

Merchant Promotions ermöglicht die Durchführung von Online Promotions für Produkte, die bei Google verkauft werden. Durch das Hinzufügen von Promotions im Google Merchant Center und der Anzeige des Produktes bei Google Shopping, kann der Käufer die Promotion sehen (z.B. 10% Rabatt). Die Attraktivität des Angebots erhöht sich und die Anregung zum Kauf steigt.

Laut Google konnte einer der Pilothändler eine durchschnittliche Steigerung der Conversions um 9,4% (in den Warenkorb) erreichen.  Des Weiteren erhöhten sich die Umsätze pro Sitzung um 9,5% – und alles indem er Promotions zu seinen Angeboten hinzufügte.

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Wie starte ich mit Merchant Promotions?

  • Teilnahme durch Ausfüllen von dem Merchant Promotions Formular unter Merchant Center-Programme beantragen.
  • Nach Genehmigung bestehen zwei Möglichkeiten, wie Shopping-Aktionen mit Werbeanzeigen verknüpft werden können:
  1. Manuell im Angebots-Dashboard des Google Merchant Center Kontos: Klick auf das Plus-Symbol und die Details zum Angebot angeben.
  2.  Erstellung eines Angebots-Feeds mit Hilfe des Attributs ‘promotion_id’ [Angebots_ID], das alle Angebote enthält, die Sie online bewerben.

Mit wenigen Schritten kannst auch Du deinen Umsatz mit Merchant Promotions in der Weihnachtszeit boosten.

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