Conquer Google Shopping Ads today by learning from CEO & Marketing Expert Fredrik Lindros. In this interview, Lindros will be introducing Speqta’s new battle-tested Google Ads bid-optimization and growth acceleration tool, Bidbrain.
Hello! Please tell us a little bit about yourself!
Fredrik Lindros: Hello! My name is Fredrik Lindros, I live in the Stockholm Metropolitan Area, and I’m the CEO of Speqta. I’m primarily motivated by innovation and change — both of which I chase after tirelessly whenever at work. I find enjoyment in creation, whether it be the creation of businesses, new products, relationships with others, etc. And, lastly, I have a long-standing experience with a variety of industries, with a strong focus on the online, digital, media, and telecom industries.
And so, getting straight to the point. Why did you decide to enter into the Google Shopping Ads market?
Fredrik Lindros: To be frank, it had a lot to do with being in the right time and the right place. Before that, we had owned and worked on one of the largest food communities in the world (myTaste), which was no small feat. And because we were already in that space, we got to see, up close and personal, how the tides were changing. And, when the verdict on Google’s monopoly came out in the EU, and it was decided that their complete and total reign would not be allowed any longer, that’s when things really started to get going.
There were tons of CSS (Consumer Shopping Services) coming out in the market at the time, but we believed that we could do better. Believed that we could build something smarter. And so, that’s exactly what we did.
Why do you think Google Shopping has become so big recently?
Fredrik Lindros: The numbers speak for themselves. The reason why Google Shopping Ads now account for over 75% of all retail ad spend is that they’re just, plainly, better than other alternatives. PLAs (Product List Ads), unlike regular Search Ads, are rich with imagery and intent. When they appear on the feeds of consumers, they appear at the very top of the search engine, complete with high-quality images, text, even ratings, and descriptions, all of which draw the eye. More importantly though, unlike bothersome ads that appear out of nowhere when you’re watching a video or surfing aimlessly on the web, PLAs appear only when a consumer has a high-intent to buy, which means that its already high click-through rates will have a better chance at converting into an actual sale.
In conclusion? Because it’s so good at drawing more revenue, it would be pretty insane for anyone in the e-commerce industry to not want to use it to scale their business. Which certainly accounts for its boost in popularity in recent years. So, really, if you’re not keeping up with Google Shopping as an e-retailer? You’ve already lost.
How can one use Bidbrain to make the most out of Google Shopping Ads?
Fredrik Lindros: We developed Bidbrain to be ‘THE’ tool for e-retailers to use for optimizing their bids on Google Shopping Ads and managing their Product Feeds. Unlike other competitors, like Adobe’s Search Marketing Management tool, Bidbrain’s algorithms were meant for specific tasks. Not to say that it only does one thing, but that—much like how a Chef would be more inclined to pick up a sharp and finely crafted pro Japanese knife over a utility knife—a marketer would see more use in Bidbrain because, much like those professional knives, it is made for hyper precision and hyper-efficiency in mind when it comes to PLAs.
It also doesn’t take much to win with Bidbrain. Borrowing from our earlier metaphor. Chefs who have never used a Professional Japanese Knife before often marvel at just how easy it is to use. And the same thing goes for Bidbrain as well. Because it’s already very good at doing its job on its own merits, it doesn’t take much effort to put into use.
In fact, all you need to do is make sure to continue feeding it data. It is this data that the AI will use to fuel its intelligence. And, in return, not only will it work towards getting you the results you want, but it will also be able to provide you with the insights that you need to continue moving forward with growing your business.
Do you have any other advice to give to e-retailers that might be hesitant to try Bidbrain?
Fredrik Lindros: I understand that you might have lingering concerns about using modern technology. There are plenty of others that are the same, after all. But, the fact of the matter is, if you truly want to win over your competition, then you’ll need to open your mind to the benefits that AI-based technology can give you.
Part of the reason Bidbrain was conceived in the first place was that we saw the limitations of our capabilities as human beings when it comes to calculating the best possible bids. We battled over the realization that, without making use of AI, we would never be able to catch up to those that do. So, in conclusion? If you want to win at Google Shopping Ads, you’ll need to be open to change.