Shopify and Google Partner for Ease in Brand Ads

Google has shifted its focus towards an increase on facilitating advertising for brands and retailers over the past few years. More recently, their partnership with Shopify, the cloud-based, multi-channel commerce platform based out of Canada, is helping them to highlight their increased focus.
 
Ellen Dunne, Senior Product Manager with Shopify, discussed the partnership.
 
We know that many merchants on Shopify are mostly entrepreneurs that are masters of their craft and product but are not necessarily marketing experts. As the first partner to integrate with Google Smart shopping campaigns natively on our platform, we are offering merchants on Shopify the ability to use Google’s most innovative marketing technology,” Dunne went on to say. “With this integration, our merchants will have access to Google’s machine learning technology to automatically optimize merchant’s ad campaigns to deliver the best results in addition to achieving other business goals like acquiring new customers and driving more visits to a store. To help our merchants get the best value from each ad, Google’s technology will automate ad placements and bidding so that a marketing campaign can be created simply by setting a daily budget knowing that the right products will be surfaced to the right audiences. In addition to creating the campaign, this integration will also allow merchants to track and analyze their campaigns directly within Shopify.”
 
The idea behind the partnership with Google stemmed from wanting to level the playing field for their merchants, according to Dunne.
 
“Driving traffic and making sales is extremely challenging for any business and marketing is critically important especially for small businesses. With Google’s technology and leading search platform, this integration allows us to provide a way for our merchants who are new to ecommerce a way to run their digital marketing campaigns. With the goal of leveling the playing field for our merchants, we are excited to be the first partner to integrate with Google to provide a platform that allows our merchants to better market their products all within Shopify.”
 
The partnership does not solve all problems for brands and retailers, and Shopify recognizes that. However, the partnership is a unique extension of already effective individual campaign placement.
 
“This is certainly not a one-size-fits-all solution. Digital marketing will continue to shift and change as brands and retailers scale and grow,” Dunne discussed. “With technology evolving to meet these needs, we see this as an extension to individual advertising campaigns to make them more powerful and effective. AI and machine learning technology allow advertisers to better understand the buyer so that the right ads and products are surfaced to the right audiences at the right time.”
 
The move comes as an adaptation to the ever shifting digital landscape. Multichannel and conversational commerce approaches will continue to evolve and grow in necessity in the coming years and Shopify is well aware of that.
 
“We see the future of digital marketing becoming more and more multi-faceted as we move into a truly multichannel approach, especially in the ecommerce space. AI and machine learning will continue to take center stage when it comes to digital marketing, as smart technology continues to enhance the effectiveness and success of marketing campaigns. At the same time, simplified tools will make this technology more accessible to small businesses who may not have a team of marketing experts to manage their advertising.
 
In the ecommerce world specifically, we are also seeing the power of conversational commerce take off as a key pillar in digital marketing. Brands and retailers are currently engaging with customers in conversations across multiple platforms. Consumers alike are craving more authentic interactions with brands. Emerging conversational platforms will become an important driver of sales and loyalty in this thriving ecommerce world for retailers and brands.”
 
 

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