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By Catherine Cribbin, head of partnerships, IAB UK
When it comes to share of spend, search advertising leads the digital pack - making up 50% of the digital ad market in 2021, according to IAB UK’s latest Digital Adspend report. The report also breaks out spend on search shopping ads for the first time, showing that advertisers invested 3.5bn in the blossoming ecommerce market last year. So, what do advertisers starting out in the search shopping space need to bear in mind? And what search innovations are getting experts excited? We’ve spoken to Starcom, the7stars, Skai and iCrossing UK to get their views.
What advice do you have for brands who are taking their first steps into search shopping ads?
Eloise Purnell, associate director, Performics @ Starcom
Shopping campaigns are only as strong as the feed that powers them. The very first thing to consider is how well established and maintained your product feed is, that stock levels are up to date, pricing and images are present and correct. Product listing ads won’t appear without a feed with all the requirements in place, and the status of the feed...
Read Full Story: https://www.thedrum.com/profile/iab-uk/news/search-shopping-ads-4-experts-on-how-to-shape-your-strategy
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