{"id":117466,"date":"2019-03-05T20:00:00","date_gmt":"2019-03-06T01:00:00","guid":{"rendered":"https:\/\/www.dacgroup.com\/how-to-grow-your-brand-on-mobile-with-showcase-shopping-ads\/"},"modified":"2024-12-21T05:51:11","modified_gmt":"2024-12-21T10:51:11","slug":"how-to-grow-your-brand-on-mobile-with-showcase-shopping-ads","status":"publish","type":"post","link":"https:\/\/www.dacgroup.com\/en-ca\/insights\/blog\/paid-media\/how-to-grow-your-brand-on-mobile-with-showcase-shopping-ads\/","title":{"rendered":"How to Grow Your Brand on Mobile with Showcase Shopping Ads"},"content":{"rendered":"<p>Over the past nine years, mobile traffic has increased from 0.7% to <a href=\"https:\/\/www.statista.com\/statistics\/241462\/global-mobile-phone-website-traffic-share\/\" rel=\"noopener\" target=\"_blank\">52% of total website traffic<\/a>. However, mobile traffic is notoriously more difficult to convert than desktop traffic\u2014there are difficulties with accidental clicks and with people\u2019s reluctance to buy on mobile devices, to name a few challenges. Nevertheless, phones have become an integral part of peoples\u2019 lives and have greatly influenced <a href=\"\/discover\/white-papers\/customer-first-retail\/\">consumer shopping behavior<\/a>. <\/p>\n<p>Recently, Google has put a larger emphasis on mobile shopping in order to ensure that users have an optimal experience. Enter the Showcase Shopping ad: an ad format created with the mobile searcher in mind. These ads are a great tool for attracting new customers to your brand, educating them about what you have to offer, and driving them to your site. Additionally, advertisers are not charged for the initial click to expand the ad to see the brand offering. <\/p>\n<h2>Putting Showcase Shopping ads to the test<\/h2>\n<p>Last year, DAC leveraged this ad format for a retail client with a high volume of mobile traffic. We noticed that 63% of all new users were coming in through mobile devices\u201411% of which came from <a href=\"\/services\/search-engine-marketing\/\">paid search<\/a>. The conversion rate for this channel was over 1%, per Google Analytics. This represented a huge opportunity for both brand and revenue growth.<\/p>\n<p>We implemented Showcase Shopping ads for a small sampling of products during a high-traffic time when mobile traffic became even more prevalent. We saw an immediate CTR increase in the sampled category. After ramp-up, we saw a 20% lower CPC and a 115% higher CTR than the traditional shopping ad format. Considering that this was a high competition time, these were fantastic results!<\/p>\n<section data-role=\"forward-email-subscription-container\" class=\"full-width w-100 d-flex justify-content-center align-items-center bg-c7f2b3\">\n    \n    <div class=\"max-w-1400 w-100 form\">\n        <div class=\"text-content-container\">\n            <h2>\n                Stay Forward            <\/h2>\n            <p class=\"subtitle\">\n                Get exclusive insights into digital <br class=\"d-none d-lg-block\">media's top-trending topics delivered<br class=\"d-none d-lg-block\"> directly to your inbox.            <\/p>\n        <\/div>\n\n        <div data-role=\"form-group\">\n            <div class=\"d-flex flex-column w-100\">\n                <form data-forward-email-form class='custom-hubspot-form' id='hubspot_form_69f2df56be07e'>\n    <div class='d-flex input'>\n        <input type='email' class='form-control me-2 input' placeholder='Email address' aria-label='Email' name='email' required>\n        <button type='submit' class='btn_primary-filled_white'>Submit\n<\/button>\n    <\/div>\n    <p class='hubspot-status'><\/p>\n<\/form>\n<script>\njQuery(document).ready(function($) {\n    var form = $('#hubspot_form_69f2df56be07e');\n    form.on('submit', function(event) {\n        event.preventDefault();\n\n        \/\/ Get email input value\n        var emailInput = form.find('input[name=\"email\"]');\n        var email = emailInput.val().trim();\n\n        \/\/ Required HubSpot fields\n        var portalId = '5408011';\n        var formId = '0c9a9cec-eb1c-44ac-920f-687ce0230830';\n\n        \/\/ Prepare the data payload\n        var data = {\n            fields: [\n                {\n                    name: 'email',\n                    value: email\n                }\n            ],\n            context: {\n                pageUri: window.location.href,\n                pageName: document.title\n            },\n            submittedAt: new Date().getTime()\n        };\n\n        \/\/ Get the status element for this form\n        var statusElement = form.siblings('.forward-email-status-container');\n\n        \/\/ Send the data to HubSpot\n        fetch('https:\/\/api.hsforms.com\/submissions\/v3\/integration\/submit\/5408011\/0c9a9cec-eb1c-44ac-920f-687ce0230830', {\n            method: 'POST',\n            headers: {\n                'Content-Type': 'application\/json'\n            },\n            body: JSON.stringify(data)\n        })\n        .then(response => {\n            if (response.ok) {\n                if(statusElement) {\n                    statusElement.text('Thanks for Subscribing!');\n                    statusElement.css('color', 'green');\n                }\n\n                var userInfo = JSON.parse(localStorage.getItem('userInfo'));\n                if (userInfo) {\n                    userInfo.event = 'Form_submit';\n                    userInfo.email = email;\n                    userInfo.form_name = 'Newsletter';\n                    window.dataLayer = window.dataLayer || [];\n                    window.dataLayer.push(userInfo);\n                }\n\n                emailInput.val(''); \/\/ Clear the email field\n                window.dispatchEvent(new CustomEvent('newsletter-submit'));\n            } else {\n                return response.json().then(error => {\n                    if(statusElement) {\n                        statusElement.text('Error: ' + error.message);\n                        statusElement.css({\n                            'color': 'red',\n                            'padding-top': '10px'\n                        });\n                    }\n                });\n            }\n        })\n        .catch(error => {\n            console.error('Error:', error);\n            statusElement.text(\"There was an error submitting the form.\");\n            statusElement.css({\n                'color': 'red',\n                'padding-top': '10px'\n            });\n        });\n    });\n\n    window.addEventListener('message', function(event) {\n        const isFormCallback = event.data.type === 'hsFormCallback';\n        const isFormSubmitted = event.data.eventName === 'onFormSubmitted';\n        const iscurrentForm = !!event?.data?.id ? 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We built out more categories in the mobile showcase format, resulting in large increases in revenue and traffic during the important holiday time period. We saw an overall year-over-year increase in mobile users during this time and capitalized on this shift. We saw higher ROAS coming through Showcase Shopping ads as compared to the traditional shopping formats during Cyber Weekend. This surge in revenue continued throughout the holiday season. Going forward, we are shifting more heavily towards this ad format and a more mobile-focused shopping strategy.<\/p>\n<p>So how can you take advantage of Showcase Shopping ads and see awesome returns? <\/p>\n<ol>\n<li>Determine if there is enough volume to support a differentiated mobile strategy.<\/li>\n<li>Segment out a top-performing category to test performance.<\/li>\n<li>Select branded creative and write branded copy to familiarize users with brand offerings.<\/li>\n<li>Implement test and keep an eye on performance.<\/li>\n<li>Optimize based on performance.<\/li>\n<\/ol>\n<p>Want to learn more about driving greater performance in mobile shopping? <a href=\"\/get-in-touch\/\">Get in touch<\/a> with our digital experts today!<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Over the past nine years, mobile traffic has increased from 0.7% to 52% of total website traffic. However, mobile traffic is notoriously more difficult to convert than desktop traffic\u2014there are difficulties with accidental clicks and with people\u2019s reluctance to buy on mobile devices, to name a few challenges. Nevertheless, phones have become an integral part [&hellip;]<\/p>\n","protected":false},"author":169,"featured_media":110781,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","reading_level":"Strategic","reading_level_confidence":0.74,"reading_level_needs_review":"0","footnotes":""},"categories":[2889],"tags":[],"class_list":["post-117466","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-paid-media"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.7 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>How to Grow Your Brand on Mobile with Showcase Shopping Ads | DAC<\/title>\n<meta name=\"description\" content=\"Find out how Showcase Shopping ads can help capture valuable mobile traffic and drive a higher return on ad spend (ROAS) than traditional shopping ads.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, 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