Overall, brands and manufacturers often mostly rely on third-party retailers to distribute their products. Ecommerce is constantly changing, and it’s becoming easier than ever to sell directly to consumers. Many B2B brands are considering the change to a direct-to-consumer (D2C) model, hoping to establish and build their branding whilst reducing overheads.
A Google Shopping channel can be a great way to pivot from a B2B to D2C approach. For brands hoping to learn more about their customers and their behaviours, this platform can be highly beneficial.
Why move from B2B to D2C
In the US, D2C ecommerce sales are predicted to reach $151.20 billion in 2022 (a 17% increase from 2021) and are expected to increase to £120 billion by 2023 in the UK.
Ecommerce retailers are facing increasing expectations from shoppers. For the consumer, D2C sales often provide direct delivery, a price reduction due to eliminated overhead charges faced by the manufacturer, and a personalised experience.
D2C models allow retailers to build a relationship with their shoppers, which can help with campaign optimisation if you analyse user behaviour. You can also build brand loyalty to ensure returning customers and put yourself in a better position to compete. Alongside this, you can streamline your processes, cutting out the need for middlemen in your supply chain and distribution.
Google Shopping for D2C
For brands moving from B2B to D2C, Google Shopping is a great channel to invest in. The PPC channel can help you gather data on shoppers and potential consumers which can then be used to optimise and improve campaigns, helping you target the most interested users with your ads.
The Shopping carousel displays your product picture, name, price, and brand name together. Users clicking on the ad(s) will be taken straight to your homepage. You then have the opportunity to brand your product images to boost your brand exposure with new and returning shoppers. On top of that, you have a greater opportunity of capturing the traffic invested in your brand that a third-party retailer may otherwise capture.
With Google Shopping, you’re able to take control of your promotions and sales in a way that suits your business. There’s even a Shopping deals feed around busy periods like Black Friday and Christmas, helping you get your offers in front of deal-seeking shoppers.
More ways to get your Shopping ads in front of high intent users
D2C on Google Shopping with automation
A D2C ecommerce strategy typically involves targeting specific groups of consumers who are the most likely to purchase products. The best way to do this is by bidding on high-intent search queries which ensures your products are only showing for the most relevant Google searches.
Bidnamic’s technology platform uses Targeted Search Term technology and machine learning, allowing us to have a granular approach to SKU bidding. With this, we can place bids on the most relevant and popular search queries related to individual SKUs at the best possible time and for the best price. This process is entirely automated, eliminating the need for time-consuming in-house bidding on each SKU in a product catalogue.
Automated bidding without withholding precious data from our clients
If you’re looking to move into D2C and hope to use Google Shopping, or you’re an ecommerce retailer looking for an automated bidding solution, book a demo with us today.
Further reading:
• Insights to drive your Google Shopping success in 2022
• How to target search terms in Google Shopping campaigns
• How to start competing with wholesale distributors on Google Shopping
