September 14, 2020
Creative Tricks to up your Gmail Ads Strategy
As an ecommerce manager for a subscription product, you may have ruled out Shopping placements on search networks as a potential revenue stream for your business. While it is true that Google Shopping does not support promoting products with recurring billing (with a few exceptions, such as newspapers or mobile devices), we have yet to let that stop us from making this growing channel viable for our clients! According to a 2019 Merkle study, Google Shopping now accounts for 65% of all Google Ads clicks. This means we see this channel as a must for any ecommerce brand during the holidays.
While we still have some time ahead of the holidays, here are a couple of options you should consider to expand your revenue stream through Shopping placements:
As you see below, these women subscription boxes promote their monthly price in their advertising on Microsoft Shopping Ads. Ipsy, for example, showcases this $12 monthly price option on their landing page and restates that it is a monthly recurring charge on their final checkout page as well. They also directly clarify how users can cancel their subscription at any point.
Below is an example of how Glossybox presents their gift card offering on a shopping placement. They provide a direct value (as needed by Google Shopping or Microsoft Shopping) and the subscription length that this value would cover as a gift. We recommend testing multiple gift card options for different lengths of your subscription, such as a 1 month offering or a subscription for the entire year.
Below is a screenshot of how Manscaped defaults to their subscription offering on their landing page from a Shopping ad, but also provides a one time purchase option.
Image credit: App Annie
When considering any of the above options, it’s important to make sure you’re still providing a holistic experience for your subscription customers. Be as transparent as possible on your landing page about your subscription offering. For even more crafty strategy around promoting your subscription product through Shopping ads, reach out to Metric Theory for a consultation.