Google continues with its strategy of acquiring smaller relevant companies that would power its offerings. The latest acquisition in news is Channel Intelligence. Google acquired this company to power their Merchant Center and Product listing feature.
In US, it has been tried and tested that Product Listing Ads perform and they are doing extremely well. The only hitch was that advertisers had to allocate a resource to manage their Merchant center feeds. Merchant Center needs to be updated with the latest promotional offer, inventory, price etc. And Google needed a platform that would facilitate the regular updates from client's inventory to Google's shopping list. Big advertisers could hire companies like Channel advisor but not all can afford such companies. Channel Advisor is an inventory management company that provides the platform that google needs for its shopping list. Channel Intelligence is similar to Channel advisor and offerings are same.
By strengthening Merchant Center, Google will open a whole new avenue of earning money from advertisers. Initially Google Shopping was free and now they started charging. And with CI acquisition, Google will provide a free tool (as always) that would ease the inventory management on Google shopping.
The smartest thing Google has done is that for Product Listing Ads (PLA) feature, advertisers should have Merchant center set up. And to run Merchant center, one needs Channel Intelligence. And since PLA is performing better than regular search ads, advertisers are ready to take that extra step. An example below of PLA Ads -
In US, it has been tried and tested that Product Listing Ads perform and they are doing extremely well. The only hitch was that advertisers had to allocate a resource to manage their Merchant center feeds. Merchant Center needs to be updated with the latest promotional offer, inventory, price etc. And Google needed a platform that would facilitate the regular updates from client's inventory to Google's shopping list. Big advertisers could hire companies like Channel advisor but not all can afford such companies. Channel Advisor is an inventory management company that provides the platform that google needs for its shopping list. Channel Intelligence is similar to Channel advisor and offerings are same.
By strengthening Merchant Center, Google will open a whole new avenue of earning money from advertisers. Initially Google Shopping was free and now they started charging. And with CI acquisition, Google will provide a free tool (as always) that would ease the inventory management on Google shopping.
The smartest thing Google has done is that for Product Listing Ads (PLA) feature, advertisers should have Merchant center set up. And to run Merchant center, one needs Channel Intelligence. And since PLA is performing better than regular search ads, advertisers are ready to take that extra step. An example below of PLA Ads -
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