Google works with Shopify to boost commerce, retail spending

Commercial ads have become a powerful sales tool for Google's Alphabet Inc. The company is redoubling its efforts by launching a new tool designed to attract even more expenses e-commerce businesses and boost offline sales.

With the new Google feature, it will be easier for retailers to show ads for consumer products. , like sneakers and speakers, on several popular Google services. And marketers will be able to purchase these Google ads directly via Shopify Inc., another integration between the two companies facing an imminent threat from Amazon.com Inc.

The Google Commerce Tool is the # 1 39, one of four new advertising products that the search giant presented Tuesday. Each aims to automate the process of buying ads. The tools are also designed to cement a central marketing portal for all things Google. With Feature Retail, for example, marketers can set certain business goals, such as acquiring new customers or going to stores, and then effectively serving ads on Google, Google Maps, YouTube, and the Web. .

"Establishing multiple campaigns for each of these services is clearly a heavy burden, and this leads to results like budget inefficiency."

In the last three years, Google has increasingly tied its services to marketers, an attempt to maintain its leading position in digital advertising as the use of mobile devices has exploded. At the same time, the company, which achieved $ 95.4 billion in advertising sales last year, has infused more of its prowess in machine learning into its business.

to ads while incorporating the company's automatic learning, which can automatically cross and match tons of user data and advertisements.

A tool is a vast overhaul of Google's cash cow. The feature, called responsive search ads, allows advertisers to submit their argument to consumers with more words and a wide variety of different titles (up to 15, against one they can now submit). They download the ads and then return the keys to Google, which selects the best words to use based on the search terms used by Internet users and a host of other personal data about its connected users.

At the start of testing, the tool was flying, said Jessie Dearien, head of paid research for the digital media company iProspect. "Because it's a more relevant ad, we see it's more effective" "In a blog post, Google said the feature is coming in the" next few months. " "

The company has faced criticism from rivals and regulators over its dominance in the market.The European Union has opened an antitrust investigation into Google's advertising activities, in addition to charges against the Google ad service that caused some changes in the region Ramaswamy said that the new e-commerce tool will not work differently in Europe

Investors will monitor whether the new tools can help Google to maintain its reliable growth in ad sales and to fend off growing competition from Amazon.Google's recent agreements with retailers such as Walmart Inc. and Carrefour SA are aimed at matching Amazon's extensive skills in About habits and retail operations.Tuesday, Google also set up an ad format specifically designed for retailers in order to g Enable traffic to the stores. The company has paid for access to credit card data from millions of consumers to better connect online advertisements to brick and mortar purchases. According to EMarketer analyst, the industry will buy $ 23.5 billion of digital ads this year, accounting for more than 20% of US spending.

Shopify helps companies create ecommerce websites. Ramaswamy refused to discuss the partnership's income conditions. "It's one of those mutually beneficial relationships," he said, adding that Google's cloud computing unit signed in March a new client, Shopify, which plans to add more e-commerce partners to its advertising purchase feature

. Bloomberg News reported that Amazon had stopped buying some Google Shopping ads, which led to the end of the boycott, according to Google's advertising manager: "They have definitely returned," Ramaswamy said. . share more details.

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