Page 57 - Preview-copy-Online-Marketing-English

Preview copy
17

Google Shopping results.

These ads come from the advertising program Google Shopping. Google Shopping is intended
for web shops. A web shop owner can link the products from his shop to the shopping program;
we then speak of a "data feed". If a shop is set up properly, i.e. the shop has a good categori-
zation, including keywords and images, setting up the data feed is relatively easy. A lot of tech-
nical knowledge is not required.

In order to use Google shopping, it is necessary to have a Google Merchant Account. You can
create this account if you have a Google account.

17.1.1 Remarketing
An interesting product that can be used in the display network is remarketing. In remarketing,
you add a piece of code (a cookie) to all the pages of your website. Potential customers who visit
your pages are added to a remarketing list through that piece of code. If these potential custo-
mers visit another site at a later time, the advertisement is shown to this customer. Remarketing
plays well into the customer journey in the inter- net era by creating many touch points.

In addition to advertising in Search and the Display Network, it is also possible to advertise on
YouTube via Ads.

17.1.2 AdSense
When you use AdSense, you are actually part of the Google Display Network and allow Google
to place ads on your site. www.google.com/adsense.

144