Customers increasingly go directly to their favorite retail sites, leaving a narrow window for retailers looking to lure digital shoppers in Google search results. Google continues to surface optimized guided selling content against no-click queries, and leading pure plays like Wayfair dominate the valuable first position of mobile-centered Showcase Shopping ads in certain categories. While investment decisions are increasingly difficult, retailers must master SEO basics and focus on improving the customization of Showcase ads and Google text ads in search.
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