This integration lets you optimise your Google Ads against competitor price comparisons. Products that are competitively priced against rivals can be pushed through automatic ad campaigns, which is how the integration is used to increase sales and improve return on ad spend.
How the integration works
- Product prices are compared against competitor websites four times a day.
- Your products are tagged based on that comparison.
- The tagged data is sent automatically to the Google SA360 platform.
- Where your product is not competitively priced, advertising is optimised toward the products that are.
How to set it up
- Contact your Senkrondata Project Manager to arrange the setup.
- Once connected, the four-times-daily comparison and the SA360 hand-off run automatically.
Why price position belongs in bid decisions
Paid search bids are usually set from campaign metrics — conversion rate, cost per click, margin — none of which know whether the product is currently the cheapest option on the results page. Spend on a product a shopper can find cheaper elsewhere tends to buy the click and lose the sale, because the comparison happens after the click and outside your control. Feeding price position back into bidding lets budget follow the products that can actually convert at their current price.