Sven Achterberg

Teamlead Product Search Marketing, OTTO (Otto GmbH & Co KG)

Great Day 2019 Talk

Change in the Google Shopping Universe: from Shop to Merchant Center and Google Ads to the User

Speaker profile

With the OTTO product search team since 2012, Sven is responsible for the team’s strategy and execution, where he places a special emphasis on the Google Shopping channel. In recent years, he and his team have expanded Shopping from a niche channel and developed it into one of the top online marketing drivers for For almost 10 years, Sven has focused on the potential of automated product data marketing and its advantages over keyword-based search.

talk title icon

Change in the Google Shopping Universe: from Shop to Merchant Center and Google Ads to the User

9:55 a.m. - 10:25 a.m. | German | Main stage talk

Change is the only constant when it comes to Google Shopping, with a steady flux of new features like CSS participation or Showcase Ads. The result is that a strategy which works today may be obsolete tomorrow. Does it make sense now to use Google Shopping for branding? For which assortments is it productive to use price search engines? Is it more effective to spend only via CSS alone or continue to spend directly at GSE? In this session Sven shows you how OTTO, one of the biggest players in the ecommerce space, sets up its product campaign and control strategy. He’ll explain why control is so important and how to engage Shopping users most effectively at different places in the funnel. When it comes to performance, Sven will share OTTO’s findings of how campaigns using new features and formats compare to campaigns without them.

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