I’ve just had an email from a leading feed optimisation company telling me that I can now add conversational attributes in my product feeds. The title of the email is ‘AI shopping is changing how people discover products. The keyword here is DISCOVER.
Last week I wrote about how in actual fact, 10% of searches on Google are commercial investigations and in reality only 5% are high intent / transactional searches. Which category do conversational attributes fall into? I’m leaning towards the 10% of searches which are discovery based queries.
Traffic without enrichment of conversation based queries, may have previously been eligible for a search for ‘Buy solar panels UK’ or ‘Solar panel quote ”
Now the same advertiser, thanks to the additional information, may be eligible for searches for “how much can solar panels save?” or “are solar panels worth it?”
I’ve said it before and at the risk of being a bore – clients don’t want to be part of the consideration process. They only want to be part of the sales funnel. My concern is that the ads platform and Pmax in particular will start spending the budget on discovery traffic (10%) and I absolutely believe that Google would love that. More inventory, more ad spend.
If your primary goal is profit / ROAS or however you measure monetary success, then I wouldn’t rush to implement this across your entire feed without calculating the impact.
I would test and enrich a partial amount of the feed and isolate that in a separate campaign – perhaps a category and compare the CVR, ROAS and CPCs and get a feel to see if the additional data is broadening your traffic or assisting conversions.
Gan canny people – Google isn’t bothered if you lose out.
